Commentary & Analysis

Throughout history, sports have transcended their role as mere entertainment, playing a significant role in international relations and domestic policy. From the Olympic Games to modern mega-events, the ability of sports to facilitate dialogue and engagement beyond traditional diplomatic channels is evident. Consequently, scholars and policymakers increasingly recognise sports diplomacy as the strategic deployment of sports as a soft power tool to influence international perceptions. As a universally appealing cultural expression, sports seamlessly integrate into this framework, becoming an asset for countries aiming to enhance their global standing.

The Middle East and North Africa (MENA) region, particularly the Gulf states, have strategically embraced this paradigm, integrating sports into their broader foreign policy and domestic transformation agendas. This article will delve into the multifaceted role of sports in the MENA region, examining its function as a soft power tool, and the internal and external dimensions of mega sporting events in the region.

The MENA Region's Strategic Sports Strategy Sports have always been more than just that in the GCC; they have been significant contributors in shaping national identities. The creation of the Arabian Gulf Cup in 1970, governed by the Arab Gulf Cup Football Federation, reflected this early role, as football became a cultural bond within the bloc and a mechanism for promoting unity among Gulf states. Over the following decades, GCC countries continued to support football alongside sports such as basketball and volleyball, while more recently expanding into globally visible sports including tennis, golf, padel, motorsport, and esports.

The Gulf engagement with sports is not merely a reflection of national enthusiasm but a strategic move to achieve diverse geopolitical and socio-economic objectives. Countries like Saudi Arabia, Qatar and the United Arab Emirates (UAE) have recognised the dual utility of sports: a catalyst for internal development and a vehicle for external influence. This strategic embrace is particularly evident in Saudi Arabia's Vision 2030, a comprehensive initiative designed to reduce oil dependence, diversify the economy and improve quality of life. Sports play a pivotal role in this vision, generating revenue through sports tourism, investments and sponsorships, while also fostering national pride, youth engagement and regional solidarity.

Saudi Arabia's sports strategy is anchored in significant investments across several pillars: acquiring global sports assets, hosting high-profile international events, enhancing its role within international sports governance bodies and developing domestic sports infrastructure. Examples of this strategy include the Public Investment Fund’s acquisition of Newcastle United, the launch of LIV Golf, Savvy Gaming Group’s investments in esports through ESL FACEIT Group and Scopely and SURJ Sports Investments’ stake in the Professional Fighters League, all of which demonstrate the Kingdom’s effort to expand its influence in global sports markets.

At the same time, Saudi Arabia has strengthened its international profile by hosting major events such as the Saudi Arabian Grand Prix, WWE Crown Jewel, ATP and WTA tennis initiatives and by securing future events including the 2034 FIFA World Cup and the 2027 AFC Asian Cup. The Kingdom has also increased its presence in international sports governance through Saudi officials’ roles in the IOC, FIFA Council, Asian Football Confederation and Islamic Solidarity Sports Association.

Domestically, this strategy is reflected in the expansion of multi-sport clubs, the professionalisation and privatisation of major Saudi Pro League teams such as AlHilal, Al-Nassr, Al-Ittihad and Al-Ahli, the recruitment of global football stars, the growth of women’s sports participation and plan to build or renovate 15 stadiums across five host cities for the 2034 World Cup. These investments are not solely for financial returns or reputational gains; they are deeply intertwined with social transformation objectives, promoting youth engagement, gender inclusion and strengthening national identity.

Similarly, other Gulf countries, such as the UAE and Qatar, have been actively pursuing sports diplomacy to strengthen international cooperation and enhance their global image. The UAE, in particular, has a long-standing history of hosting major international sporting events. For instance, the country hosts the Abu Dhabi Formula One Grand Prix, the Dubai Desert Classic golf tournament, the Dubai Tennis Championships and the Dubai 7s rugby tournament. The UAE's sporting calendar also includes the Dubai World Cup horse race and the DP World Tour Championship. This extensive lineup demonstrates the UAE's role in leveraging sports for national development and international influence.

The proliferation of mega sporting events in the Gulf region is a testament to its geopolitical and economic aspirations. Qatar's hosting of the 2022 FIFA World Cup serves as a prime example, positioning the Gulf nation as an influential member of the global sports community and a bridge between East and West.

The economic impact of this event has been evident, with Qatar's 2022 World Cup contributing significantly to its GDP and driving tourism growth. For instance, following the 2022 World Cup, Qatar’s upgraded infrastructure has proven central to its tourism and economic diversification strategy: visitor numbers rose by 157% year-over-year in mid-2023 and exceeded 4 million in 2023 overall, a 58.4% increase from 2022.

Saudi Arabia's successful bid to host the FIFA World Cup in 2034 marks a significant milestone, with the Kingdom anticipating a similar trajectory. Overall, there has been a 129% growth in sports club employment driven by new programs, a 114% rise in career opportunities in sports from 2018 to 2021 and a 156% increase in administrative roles during the same period. The Kingdom also projects $16.5 billion in annual contributions to GDP by the sports industry by 2030, equating to 1.5% of GDP.

Challenges and Future Prospects Despite the ambitious scope and significant investments characterising the MENA region's sports strategy, hosting mega sporting events in the Gulf is not without its challenges and criticisms. A prominent concern is the allegation of "sportswashing," with critics arguing that these investments are primarily aimed at diverting attention from human rights concerns, political restrictions, or social inequalities. This narrative frames the strategy as an image-laundering exercise rather than a genuine commitment to athletic development and societal transformation. Consequently, these nations frequently face skepticism, with some commentators characterising their achievements as disruptive to the established global sports industry.

Environmental sustainability represents another critical area of scrutiny. The scale of planned infrastructure, coupled with the substantial carbon footprint and projected water and energy usage of mega-events in a region known for its arid environment, has raised valid ecological concerns. Furthermore, social issues, particularly concerning labor protections and women's rights, continue to draw international attention. In the Kingdom’s World Cup Bid Book, Saudi Arabia outlined its commitments to labor protections, environmental standards and gender equality in sports. The experiences of Qatar during the 2022 World Cup, which faced intense scrutiny over the treatment of migrant workers, serve as an example.

Similarly, cultural tensions frequently emerge, as seen in the debates surrounding the prohibition of alcohol during the upcoming 2034 World Cup, highlighting the delicate balance host nations must strike between respecting deeply rooted religious traditions and accommodating global fan expectations.

However, Saudi Arabia and other Gulf nations are actively addressing these criticisms through a combination of dialogue, increased transparency and tangible reforms. Rather than dismissing international concerns outright, these nations are increasingly incorporating them into the policy-making process. For instance, Saudi Arabia has emphasised that its sports investments are organic components of Vision 2030, driven by domestic aspirations rather than mere concessions to foreign pressure. The Kingdom has intensified efforts to align its sports initiatives with recognised global frameworks, such as FIFA's sustainability benchmarks. On the labour front, for example, Saudi Arabia has implemented several reforms to enhance working conditions and improve worker protections. More specifically, the Saudi Ministry of Human Resources and Social Development has introduced several measures aimed at strengthening labor rights, including the launch of the Labor Reform Initiative (LRI) in 2021, which enhanced labor protections, improving workers’ protection of fundamental principles and rights at work, and the Wage Protection System to ensure timely payments. Socially, the expansion of women's participation in sports reflects another trajectory in the Kingdom.

Sports as a Catalyst for Transformation The geopolitics of sports in the MENA region is a dynamic and evolving narrative, characterised by ambitious national visions, significant investments and a strategic understanding of sports’ power as a diplomatic and developmental tool. At the same time, the Gulf region is actively reshaping its global image and diversifying its economy through sports. However, these ambitions are unfolding within a complex regional environment marked by ongoing conflict, geopolitical tensions and security concerns, driven by the current U.S.-Israel-Iran War and its wider implications for Gulf stability.

Nevertheless, the upcoming FIFA World Cup editions, including Saudi Arabia's 2034 hosting, will further solidify the MENA region's position as a major player in the global sporting arena. Sports in the MENA region have become more than just a game; they are powerful catalysts for economic transformation, social development and enhanced international influence, reflecting a broader regional shift towards modernisation and global engagement.

Ultimately, future prospects for sports in the MENA region appear robust. Driven by continued investment, a growing youth population, and a strategic vision to leverage sports for national development, the region is well-positioned to strengthen its status as a global sporting hub. While challenges, criticisms and regional conflicts will undoubtedly persist, the commitment to addressing valid concerns and aligning with international norms suggests an evolving capacity to balance domestic values, security realities and global expectations, ensuring that sports remain a powerful catalyst for long-term transformation.

*Amnah Mosly is a Researcher at the Gulf Research Center