Sports in the Middle East

The Middle East is a vastly diverse and cultural region consisting of countries such as Qatar, the UAE, Saudi Arabia, Bahrain, Kuwait, and others. Each of these countries has a unique sporting heritage, ranging from traditional sports such as camel racing and falconry, to modern sports such as football and basketball. The region's wealth is largely generated from its abundant fossil fuel reserves and extraction, with oil and gas exports accounting for approximately 80% of Saudi Arabia's total export revenues in 2019, as estimated by the World Bank. Furthermore, the hydrocarbon sector provides a substantial portion of government revenues in the region, with 60% of Saudi Arabia's and 90% of Kuwait's government revenue derived from this sector in 2019. However, as the world shifts away from its reliance on fossil fuels, regions like the Middle East, once dependent on their natural resources, must diversify their economies to ensure sustained and long-term development.

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To foster economic diversification, the nations of the Middle East have crafted strategic visions aimed at promoting growth, generating employment, and elevating the quality of life for their citizens. The sports industry has emerged as a lucrative opportunity for growth, with governments investing heavily in international tournaments, events, and sports infrastructure. Prominent examples of these strategic visions include Saudi Vision 2030, Qatar National Vision 2030, Bahrain’s Economic Vision 2030, and the Kuwait National Development Plan, all of which aim to establish their respective countries as global centre's for sports, culture, and tourism. This report will examine the ways in which the Middle East is developing its sporting provision, including the construction of state-of-the-art facilities and infrastructure, investment in sporting competitions and events, and the promotion of sports tourism, as a means of diversifying the economy and enhancing the provisions of its constituent countries. It will also analyse the potential social and cultural benefits that can be derived from the regions developing relationship with sport, including the achievement of political and social objectives such as cohesion, unity and an increased focus on wellbeing and health in the region.

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The report will also highlight the recent examples of successful international sporting events in the Middle East such as the FIFA World Cup in Qatar, various Formula One race events, The LIV Golf Championship, and many others, highlighting the derived benefits from these events such as an increase in tourism, job creation and developments in infrastructure. A consideration and review into the social, cultural, and economic benefits of these events will also be discussed, as well as a consideration of the challenges and obstacles that the Middle East may incur in its efforts to develop its sporting provisions, such as a lack of funding, political instability, and ethical concerns regarding the region’s human rights perspectives and true motives.

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To summarise, this report aims to communicate the importance of the sporting industry in the Middle East as its constituent countries look to diversify their economies and promote themselves on the global stage through hosting major international events. The most significant transition of the modern day refers to our shift to sustainable energy generation and practises, thus leaving regions such as the Middle East vulnerable to fluctuations in global oil and gas prices and representing a clear need to diversify their economies for long term growth. In addition to this, the sports industry provides a means to promote social and economic development, reduce poverty and improve overall living standards in the region. Overall, the opportunity for the Middle East to enter and impose their mark on the sports industry provides an exciting challenge which this report aims to communicate and evaluate.?

The Middle East has leveraged international sporting events as a means to elevate its sports sector on a global scale and showcase its advanced sports facilities and infrastructure. This has garnered the interest of multinational corporations to invest in the region's sports industry and catalyse the growth of sports-related businesses. Furthermore, these events have drawn in tourists and other forms of investment, thereby fostering economic development and diversification.

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A shining example of this is the FIFA World Cup hosted by Qatar, one of the most prestigious international sporting events. This marks a significant milestone for the Middle East, as it represents the first time a country in the region has been selected to host the tournament, presenting both logistical and organizational challenges. According to FIFA, the tournament reached up to five billion people and saw 93.6 million social media posts with a cumulative reach of 262 billion. Over 3.4 million spectators inside the stadiums witnessed a record-breaking 172 goals, making it the highest-scoring FIFA World Cup in history. The tournament was also supported by 20,000 volunteers from 150 different nationalities and 180,000 people employed for the event, including 10,000 media representatives who shared their experiences with the world.

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In reinforcement of this positive data regarding engagement with the Qatar World Cup, the competition has also been an effective, and positive catalyst for social and cultural development in the country and surrounding areas. Qatar World Cup Chief stated “This was a celebration of the Arab people, of our culture, of our tradition and of our history. In addition to this he states, “when people engaged with the Arab community, when they engaged with hospitality, a lot of them walked away with a different opinion, a different view”. This clearly shows how Qatar’s hosting of the World Cup has changed global perceptions and altered traditional stereotypes for the region, catalysing long term social integration and cohesion. This example represents the capability of sporting events to catalyse positive results and developments, besides the derived economical positives that are so highly securitised when assessing the impact of such worldwide events.

In addition to the success of the FIFA World Cup in Qatar, the Middle East has made significant progress with its relationship and provision of motorsport events. This has been facilitated through the construction of venues in Bahrain, Abu Dhabi, Saudi Arabia, and Qatar, enabling the region to host events in a variety of Motorsport disciplines such as MotoGP, Formula E, endurance racing, and most significantly, Formula One. These venues are equipped with state-of-the-art facilities, technology and infrastructure that exceed the highest international standards and provide the ideal setting for world class motorsport events, thus showcasing the Middle East’s capabilities as a host of major international events.

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Furthermore, hosting motorsport events in the Middle East has had a positive impact on the development of the motorsport industry in the region, through attracting the investment and attention of major automotive manufacturers and suppliers. Locally, this has catalysed technological development, employment and an expansion in supply chains and networks across the region. Further, sporting events such as Formula One have provided a platform for innovation and technology transfer, as teams are required to use cutting edge technology to ensure optimal competitiveness and performance. This knowledge creation has a spill over effect thus resulting in further development in the region. This information clearly represents the opportunity for sporting events to positively influence other economic areas within the host country, thus diversifying and promoting the host country economy.

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The relationship between the Middle East and Motorsport can be evaluated more specifically when analysing the Bahrain Formula One event, which has recently been contracted as a Formula One venue until 2036, representing the longest race deal ever signed. This is a testament to its success and popularity among fans, teams and the Formula One community. Many argue that the Bahrain Grand Prix is one of the most successful investments in the Gulf history and indeed the world. This statement can be supported by the findings from the Independent F1 Industry Monitor and Economic Consultancy, who estimated the net return of the Bahrain event to be $295 million in 2015, which would entail a net benefit of $1.9 billion and a rate of return of around 80%. To reinforce these momentous financial returns, the event also resulted in 100% hotel occupancy rates which totalled 19,700 full hotel rooms in 2020, and a strong synergy of positive outcomes with other Middle Eastern businesses such as Gulf Air.?

From a long-term perspective, the established contract between Bahrain and Formula One provides an opportunity for other economic drivers such as real estate developments, job creation and co-branding and sponsorship deals for Bahrain. Finally, one interesting perspective to consider is that of Mercedes team principal Toto Wolff who highlights the additional social benefits that can be derived from hosting such sporting events through his statement “I’m still of the belief that when you have such a big sporting event in a country, it puts the spotlight on that country. I think that can trigger change because things can’t be hidden any more. And that’s the kind of positive that I think a sport can do”. This clearly presents how, despite some of the cultural and ethical concerns regarding the Middle East (discussed later in this report), international sporting events provide a platform and opportunity for positive change and future growth. This statement reinforces the words of Qatar World Cup Chief that “when people engaged with the Arab community, when they engaged with hospitality, a lot of them walked away with a different opinion, a different view”. Overall, the above points provide evidence for how sporting events in the Middle East have the potential of promoting the constituent countries economy such as Bahrain but can also promote vital and effective social and cultural cohesion.

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The Middle east is also pursuing opportunities in the boxing industry, with Saudi Arabia aiming to inspire half a million-boxing enthusiast in the country to take up the sport over the next four years. The country has made significant progress towards achieving this goal, with a 300% increase in both male and female participation in boxing following the highly anticipated “Clash of Dunes” fight between Anthony Joshua and Andy Ruiz in 2019. The Saudi government, led by prince Fahad, view the hosting of international boxing events as an “opportunity to inspire the nation to try a new sport and fall in love with it”. The overall objective is to “inspire locals and future generations of grassroots participation” and to “inspire over 500,000 individuals to take up boxing in the next four years”. This shows how the government is utilizing boxing to achieve social and cultural objectives such as increasing participation in sports and promoting a healthy lifestyle among the population.

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The ￡65.4 million investment by the Saudi government to host the Joshua Vs Usyk fight is a significant demonstration of the countries commitment to promoting its sporting industry on the international stage. This is evident in the words of Eddie Hearn, “There’s Las Vegas, there’s New York, there’s London. [But]?there’s a whole world out there and now there’s Saudi Arabia for boxing.” The investment has resulted in a plethora of economic benefits such as an increase in sports tourism, investment by multinational corporations and enhanced dividend returns for stakeholders. These economic benefits are fuelling the transition of middle eastern economies but also align with the strategic visionary framework of countries to become hubs for sport, culture, and tourism.

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One of the most significant financial investments made by the Saudi Government involves the introduction of the LIV Golf Tour, which has been facilitated with $2 billion from the Public Investment Fund. The tour aims to rival the well-established and renowned PGA Tour by offering smaller scale tournaments with smaller fields of competitors, featuring concurrent individual and team play events. One of the most enticing aspects of the LIV Golf Tour for athletes, is the large amount of prize money available. During the first season of the LIV Golf events, each regular season events had a purse of $25 million, with $20 million available for the individual event and $5 million more to be split in the team competition. The tours first season showcased a global reach, with stops in destinations such as Hertfordshire, England, Jersey, USA, Bangkok and Jeddah. To entice some of the sports most established names away from the PGA Tour, significant contracts were awarded to players such as Phil Mickelson and Dustin Johnson. Both players received contracts worth $200 million and $150million retrospectively, to appear in the LIV Golf Tour and to relinquish their involvement with the PGA Tour. Additionally, it is said that Tiger Woods was offered a contract in the region of $700 million to participate in the LIV series, which he refused.

By investing significantly in the LIV Golf Tour, the Saudi Arabian government is seeking to use the sport as a channel to promote the country as a destination for high-end sporting events, attracting tourists and business investors. Golf is associated with affluence and exclusivity, which aligns with the government's efforts to position the country as a premium destination. Additionally, the values and prestige associated with golf can have a positive impact on the country's reputation as a modern and progressive nation, which can be beneficial in improving diplomatic relations and attracting foreign direct investment.

The LIV Golf Tour is also a key element in achieving the 2030 vision of economic diversification as it encourages the development of related industries such as real estate, hospitality, and recreation, thus creating further employment and economic growth in the Middle East. With the growing interest in golf in the Middle East, the LIV Golf Tour could serve as a platform for young and aspiring golfers to showcase their talents and attract sponsorship from global brands. This can lead to the establishment of a golfing culture in the country, which will help to sustain the sport's long-term growth.

The final international competition to be considered in this report is the Asian Games. The Asian Games is a multi-sport event held every four years among athletes from all over Asia. It is organized by the Olympic Council of Asia and is the second largest multi-sport event in the world, after the Summer Olympics. The Asian Games features a wide range of sports, including traditional and cultural ones, and it aims to promote unity, friendship, and peace among the Asian countries. The Middle East has hosted event several times over the years including Iran, Qatar, and Bahrain.

?The Asian Games is a significant event not only for the athletes participating, but also for the host country. The competition provides a platform for athletes to showcase their talents on an international level, leading to personal benefits such as sponsorship and global recognition. On a wider scale, hosting the Asian Games can help to promote a sporting culture in the region, encouraging people to get involved in physical activity, which is crucial for the Middle Eastern countries' visions of societal and economic development come 2030. The event also provides a unique opportunity for the host country to improve its political and diplomatic relationships with other countries, potentially leading to increased cooperation and trade. Finally, the Games can also have a positive impact on the local economy, by boosting tourism, creating jobs, and stimulating infrastructural development.

Due to the benefits discussed, many Middle Eastern nations are aiming to host the competition in the coming years to derive the associated benefits and opportunities. This includes Saudi Arabia winning the bid for the 2029 Asian Winter Games due to its planned mountain resort in the Gulf Arab state's $500bn flagship Neom project (Discussed later), and Qatar’s successful bid for the 2030 Asian Games, to strengthen Asia’s enduring sporting legacy. According to Sheikh Joaan bin Hamad Al Thani, Secretary General of the Qatar Olympic Committee, “Doha has become a beacon of pride, thanks to the guidance and directives of His Highness the Amir, who has established Qatar’s global status, and made sport one of the important factors in the pillars of sustainable development of the country.” This represents a clear positive for Doha, Qatar as it is effectively drawing on its derived expertise, experiences, and infrastructure from the World Cup, to continue driving its sporting development and progression.

In addition to hosting the world class athletes associated with the Asian Games, Qatar has developed a programme called Aspire Academy, in the hope of producing its own sporting excellence. Aspire Academy is a world-class youth sports academy with the aim of nurturing and developing young athletes with sporting potential. The academy was founded in 2004 and operates with the goal of providing students with a comprehensive training and education program, including both athletic and academic development. The academy is highly advanced in terms of its strategic ambitions, which align with the Qatar National Vision 2030, and its student-athlete development methodology. The academy offers a diverse range of sports programs, including football (soccer), basketball, volleyball, and athletics, as well as personal and academic development programs to support the overall growth of the young athletes. This ambitious project clearly represents Qatar’s aspirations of sporting excellence and provision, to facilitate its 2030 vision and to become a globally recognised hub for sports.

Aspire Academy and the hosting of the Asian Games, represents a crucial part of Qatar's efforts to achieve its national vision for 2030. The creation of the academy reflects Qatar's commitment to promoting and fostering a culture of excellence in sports, and creating a pipeline of future sports stars who can represent the country on the international stage and help establish Qatar as a global hub for sports.

In summary, hosting international sporting events and tournaments has been a valuable tool for the Middle East to showcase its state-of-the-art sports facilities and promote its sporting sector. The success of events such as the FIFA World Cup in Qatar and the Bahrain Formula One event, have not only attracted investment and tourists to the region but have also had a positive impact on social and cultural development. These events have been effective catalysts for economic diversification, technological development and employment, with real estate development and co-branding and sponsorship deals providing long-term benefits. The evidence supports the argument that international sporting events can provide opportunities for positive change and future growth, and further supports the importance of continued investment in sports infrastructure and hosting international events in the Middle East.

Qatar's hosting of the FIFA World Cup in 2022 represented one of the most ambitious and challenging infrastructural projects ever undertaken in the Middle East. The development was aligned with the broader Qatar National Vision 2030, a plan designed to improve the country's standard of living and international relations. The infrastructure projects include building new stadiums, hotels, and transportation networks to support the influx of tourists and football fans during the tournament.

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According to Bloomberg Intelligence, Qatar spent $300 billion on infrastructure projects to prepare for the FIFA World Cup, including the construction of the Doha metro and tram service, to allow fans to travel across the city with ease, expanding Doha international airport, to facilitate the arrival of increased international flights, and the construction of a cruise terminal port in the city allowing the ships to dock during the competition and act as additional accommodation. These projects will not only support the tournament but also facilitate the country's transportation and logistical networks for years to come. However, while the roads and metro systems will support heavy domestic use following the competitions, concerns remain over the demand for the newly constructed hotels and apartments in the region.

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The FIFA World Cup tournament held in Qatar was spread across eight venues in five host cities, including Al-Daaven, Al Khor, Al-Wakrah, Al-Rayyan and the capital city of Doha. The final cost of the construction and renovation of these eight stadiums is estimated to be around $6.5 billion. This significant investment raises questions especially when considering the average home crowd for Qatar's most successful football team, Al-Sadd, playing in the Qatar Stars League, is only 1,500 per game in Doha. This suggests that the demand for the newly constructed stadiums and infrastructure may not be as high as expected following the tournament, leading to many questioning the longevity and return of investment of these ambitious projects.

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The main venue for the tournament was the Lusail Iconic Stadium, which hosted the opening and final matches. The stadium has a seating capacity of 80,000 and is one of the most advanced and sustainable stadiums in the world. The design of the stadium is based on the traditional Arabic Dhow Bow and features a cooling system that uses natural ventilation to keep the temperature inside the stadium at a comfortable level, reducing the need for air conditioning. Following the World Cup, the stadium will be downsized to a capacity of around 40,000 and will be used for various events such as concerts, cultural shows, and other sporting events.

In addition to the Lusail Iconic Stadium, another impressive project completed for the World Cup was the construction of the 974 Stadium, which derives its name from the 947 shipping containers used to assemble it. The 974 stadium is a historic achievement as it is the first fully demountable stadium in the history of World Cup tournaments, meaning that it can be dismantled and moved to another location following the competition. This feature of the stadium is significant as it demonstrates the innovative and sustainable approach that Qatar has taken towards hosting the World Cup and provides an example of how sports infrastructure can be used in a flexible and efficient way. The 974 stadium is a prime example of how sports events can be used to promote sustainable and environmentally friendly practices, contrasting with the legacy of abandoned infrastructural projects from previous events like the Rio 2016 Olympics which has failed to maintain and reallocate a plethora of its ground-breaking development projects, such as its Aquatic Centre and Athletes Village.

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In addition to hosting the World Cup in Qatar, the Middle East is also investing in various other infrastructure projects, such as the UAE's Yas Island development in Abu Dhabi. The Yas Marina Circuit, on Yas Island is the most expensive racetrack ever built, costing over $1 billion USD, and features state-of-the-art technology and amenities, including five fully covered grandstands, a 227-berth marina, and a hotel built directly over the circuit. These features are intended to create a unique and immersive experience for the racegoers. The construction of Yas Marina Circuit required the effort of 14,000 workers and took more than 35 million man-hours to complete.

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The UAE's investment in Yas Island has helped to establish the country as a hub for sports tourism by attracting global visitors to witness some of the world's top sporting events. In the year 2021, the final race of the Formula One season in Abu Dhabi saw a remarkable showdown between 24-year-old Max Verstappen and Lewis Hamilton, with Verstappen emerging as the first-time world champion. This captivating event attracted 108.7 million viewers, a 28% increase from the previous season's race, making it the most-viewed race of the 2021 season, providing an international platform for the UAE to announce itself as a global hub for elite sporting competition and world class sporting infrastructure.

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The investment in The Yas Marina Circuit, has also helped to drive local economic growth and job creation, as hotels, restaurants, and shops have emerged around the circuit, catering to the needs of visitors and fans. Furthermore, the Yas Marina Circuit has also become an important part of the UAE's wider vision of becoming a leader in sustainable development and green technology, via its incorporation of state-of-the-art environmental technologies and practices. In conclusion, the construction of world class sporting infrastructure such as the Yas Marina Circuit, plays a significant role in promoting the UAE as a world-class destination for sports and entertainment, and in driving economic growth and sustainability in the country.

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Further, it is also essential to acknowledge the benefits to the local community of the Yas Marina Circuit. Residents are permitted to exercise on the track, such as running or cycling, free of charge on selected evenings, and fitness sessions specifically for women have also been delivered. Organizers reported over 220,000 visits to the circuit for health and fitness activities in 2015 alone, indicating a positive impact. Overall, this infrastructural project serves as a demonstration, and template for other countries, on how professional sporting infrastructure can fulfil multiple economic and social functions to maximize the utility derived from there construction.

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The previously mentioned infrastructure initiatives showcase the Middle East's ambition and proficiency in creating cutting-edge sports facilities. Nevertheless, these projects are merely impressive when compared to Saudi Arabia's Giga projects. The first of these initiatives is called Qiddiya, which aims to be the country's centre for sports, entertainment, and arts. Spanning over 334 square kilometres, it will include more than 45 projects and 300 activities, such as a five-star golf resort and spa, a motorsports park, a sports complex with a 20,000-seat stadium and an 18,000-seat arena, and a top-notch aquatics centre. Funded by the Saudi Arabia Public Investment Fund, more than $2.66 billion in contracts have been awarded to development companies. According to Prince Abdulaziz bin Turki al-Faisal, chairman of the Saudi Arabia General Sports Authority, "Our aim is limitless as it is part of the 2030 Vision to host top-notch competitions, promote tourism through sports, culture, and entertainment, and utilize them as a tool."

In addition to Qiddiya, Saudi Arabia has also begun the construction of NEOM, one of the most ambitious infrastructural projects ever imagined. In the words of Neoms CEO?Nadhmi Al-Nasr, “If we are to solve the challenges of tomorrow, we must face up to them today, no matter how difficult they may seem,” thus underlining the sustainable principles ?guiding the NEOM project. The $500 billion ‘Land of the Future’ will stretch across Saudi Arabia, Egypt, and Jordan and is envisioned to be a centre for innovation and sustainable living, boasting fully renewable energy sources and cutting-edge transportation systems. NEOM will also serve as a hub for education and research, as well as offer luxury housing and high-end tourism destinations. Neom’s first luxury island,?Sindalah, is due to open in early 2024 and will offer a marina, golf course, beach club, yacht club and hotels. Highlights at Neom also include?the Line, a zero-carbon city with “vertically layered” buildings for work, living and leisure.?

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The Neom project, located in Saudi Arabia, is poised to play a major role in achieving the country's sporting goals, particularly through the development of Trojena. This exciting project, which is expected to be completed by 2026, will feature year-round skiing opportunities, a man-made freshwater lake, chalets, mansions, and ultra-luxury hotels. Prince Mohammed, the chair of Neom's board, has emphasized the importance of Trojena as a leading destination for mountain tourism, emphasizing the principles of ecotourism and the preservation of the natural environment while enhancing the quality of life for the local community. In recognition of the revolutionary facilities that Trojena will offer, Saudi Arabia has been awarded the 2029 Asian Winter Games. This will provide an international platform to showcase the innovative and cutting-edge infrastructure that Trojena has to offer. Neom CEO Nadhmi al-Nasr has stated that Trojena will have the necessary infrastructure to create a winter atmosphere in the heart of the desert, making the Winter Games an unprecedented and unforgettable global event. ?

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In conclusion, the investment in infrastructure projects in the Middle East is exemplified by the development and construction of high-quality sports facilities like the FIFA World Cup infrastructure in Qatar, Yas Marina Circuit in UAE, and the first-of-their-kind mega projects in Saudi Arabia, NEOM and Qiddiya. These projects were aligned with their respective national visions, aimed at improving the standard of living and international relations of the countries. Qatar spent an estimated $300 billion on infrastructure projects for the World Cup, including the construction of stadiums, hotels, and transportation networks. The main venue, the Lusail Iconic Stadium, is one of the most advanced and sustainable stadiums in the world, while the 974 stadium is a historic achievement as the first fully demountable stadium in World Cup history. On the other hand, the Yas Marina Circuit in Abu Dhabi has established the UAE as a hub for sports tourism, attracting global visitors to witness top sporting events and driving local economic growth and job creation. Additionally, the circuit has become an important part of the UAE's vision of becoming a leader in sustainable development and green technology. Saudi Arabia is also making substantial investments in infrastructure projects as part of its 2030 Vision, with Qiddiya and NEOM being two of the most ambitious initiatives ever attempted. These projects demonstrate the significance of sports infrastructure in promoting a country as a world-class destination for sports and entertainment, driving economic growth and sustainability, and benefiting the local community, ultimately driving the constituent countries of the Middle East towards their respective economic visions.

The Saudi Arabian Investment Fund (SAIF) is a sovereign wealth fund established by the government of Saudi Arabia to support the economic development and diversification in the country. The main goal of the fund is to invest in a variety of strategic projects both domestically and internationally to help drive growth and generate long-term returns. The SAIF is capitalized by contributions from the government of Saudi Arabia and other sources and operates as an independent entity from the government with its own board of directors and investment management team. Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud, as the PIF's chair, aims to make the fund the world's largest sovereign wealth fund by 2030, when he expects its assets to total $2trn, according to international media. The fund's investment portfolio includes a wide range of assets, including stocks, bonds, real estate, and infrastructure projects which have been estimated to have a cumulative value of $620 billion. The SAIF plays a significant role in supporting the development of Saudi Arabia's economy and its diversification away from fossil fuels, through its objectives to generate $320 billion in non-oil GDP, and the creation of 1.8 million associated jobs.

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This report has analysed and evaluated several initiatives and ventures carried out by the Saudi Arabian Investment Fund, including its pioneering investments in Qiddiya and Neom, world class boxing events including Joshua and Usyk, the LIV Golf Tour, and the Saudi Arabian Grand Prix. However, this section of the report will analyse two significant projects by the fund: the acquisition of Newcastle United Football Club and Al-Nassr’s recent signing of Cristiano Ronaldo.

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In October 2021, it was announced that following 18 months of negotiations, a consortium led by the Saudi Arabian Public Investment Fund (“PIF”) purchased Newcastle United Football Club for $409 million, thus ending Mike Ashley’s 14-year tenure at the club. The investment group was led by the Public Investment Fund (PIF) and comprises of PCP Capital Partners and RB Sports & Media, by which the Saudi PIF has an 80% ownership. Yasir Al-Rumayyan, the governor of PIF who serves as non-executive chairman of Newcastle United stated the Funds intentions to “instil a united philosophy across the club, establish a clear purpose, and help provide leadership that will allow Newcastle United to go on to big achievements over the long term”. He also added "Our ambition is aligned with the fans - to create a consistently successful team that's regularly competing for major trophies and generates pride across the globe. We look forward to a great future for Newcastle United. Newcastle is a fantastic city, which is why our family has been investing heavily in the area for many years. To become part of this great club and its amazing fans is a privilege. We will build a true community club, based upon our family's knowledge of the city and in line with our plans that have been worked on closely with Newcastle City Council to deliver long-term sustainable growth for the area."

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Yasir Al-Rumayyan's statements reveal the Saudi Arabian Investment Fund's aim to enhance the success of Newcastle United Football Club and to revive the unique bond between the city and the team, which had been shattered under the tenure of Mike Ashely. To begin this process, Eddie Howe was hired as manager with substantial financial support, allowing him to sign high-quality players such as Nick Pope, Sven Botman, Alexander Isak, and Bruno Guimaraes. Under Howe's guidance, the team plays a more innovative style of football which has been facilitated by the exceptional performances of Howes new signings, as well as the revitalisation of exciting players, which has generated optimism and excitement among fans. Off the pitch, the Fund plans to construct a multi-million-dollar, cutting-edge training centre to meet the demands of professional football. The owners also aim to invest heavily in the academy, starting with the appointment of highly skilled coaches and the acquisition of promising youth talent, such as Alex Murphy from Galway United and Scotland youth captain Charlie McArthur from Kilmarnock. For the first time in its history, Newcastle United Women was acquired by the club, and Amanda Staveley has set her sights on transforming the team into a Women's Super League club. Becky Langley, the team's coach, stated that there is no limit to what the club can achieve, both in the women's and men's sides, and that they are working hard to make it a reality.

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Overall, from the information provided, it is evident that the support and ambition of the Saudi-led consortium is driving the recent success and advancement of Newcastle United Football Club. The plans to enhance the training facilities, St James Park, and the academy, as well as the integration of the women's team, all showcase the owners' commitment to the club, helping to re-establish the connection between the Newcastle fans and the team. In addition to enhancing the success of the football club, the investment by the Saudi led consortium is expected to have positive impacts beyond the sport. The relationship is anticipated to create employment opportunities, enhance local infrastructure, increase tourism which would result in higher hotel occupancy rates and boost local business revenues, as well as uplifting the overall morale and standard of living in the area.

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The acquisition of Cristiano Ronaldo by Al Nasr represents a historic transfer for the footballing world and the Saudi Arabian Government. Ronaldo's transfer from Manchester United was incentivized by more than just his world-renowned footballing quality and global fame, as leading sporting academics suggest that the move is linked to the Saudi Arabian geopolitical economy. Al Nasr's announcement of the deal on Twitter stated that the arrival of Ronaldo would "inspire our league, nation, and future generations," and it is believed to be part of the kingdom of Saudi Arabia’s, along with Egypt and Greece, bid to host world football's 2030 showpiece tournament, and Ronaldo's ambassadorial role will bring his reported earnings in the country to over 400 million euros ($428 million).

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The deal has been financed by the conservative kingdom's sovereign wealth fund, including senior royals who support Al Nassr, including Saudi Arabia's de facto ruler Crown Prince Mohammed bin Salman. “Signing a player of the Portuguese’s stature brings image, reputational, branding, and soft power benefits,” said Chadwick, a world-renowned sporting analyst. “It draws attention to football in Saudi Arabia, which the country’s government has been keenly seeking to promote over the last five years. The authorities don’t just want clubs to compete with Asia’s best on the field, they also want them to be more commercially robust off it. Ronaldo’s signing will establish new commercial avenues for Al Nassr and possibly others in the league.” Sport’s contribution to Saudi GDP has grown from $2.4 billion in 2016 to $7 billion today, showing the potential growth that football can generate in the kingdom.

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Overall, the ambition of the Public Investment Fund and its associated projects with Newcastle United and Cristiano Ronaldo represent its ambition to align the principles and passion associated with football, to its economic development and strategic transition as a country. The acquisition of Newcastle United Football Club is expected to have a positive impact beyond the sport, including creating employment opportunities and boosting local business revenues. The signing of Ronaldo by Al-Nassr represents a historic transfer and is linked to the Saudi Arabian geopolitical economy, including its bid to host the 2030 World Cup and establish itself as an international epicentre for sporting greatness. The SAIF plays a significant role in supporting the development of Saudi Arabia's economy and its diversification away from fossil fuels., and towards its 2030 vision.?

According to Amnesty International, in the past 10 years since the Arab Spring, activists and human rights defenders in the Middle East have been protesting the region’s human rights philosophy despite ongoing repression by authorities. Instead of addressing the underlying causes that led to the protests, governments in Bahrain, Egypt, Syria, Saudi Arabia, and Yemen have used extreme violence, mass arrests, and arbitrary detention to suppress dissent against their respective regimes. Despite the repression, people across the region continue to demand economical and labour rights, accountability, rule of law, and basic freedoms. LGBTQ campaigners have also been increasing their efforts to raise awareness about taboo issues, despite the fact that same-sex relations are still criminalized in the region. New generations of activists are using digital media, organizing in the diaspora, or setting up new organizations to carry on the fight for change.

One of the most significant implications of the Arab Springs uprising in the region is the conflict in Syria, which has displaced 6.7 million people within the country and forced 5.5 million to seek refuge abroad. Thousands of political opponents, human rights activists, media workers, doctors, and aid workers have been arrested and disappeared since 2011. Bahrain has also intensified its crackdown on freedom of expression and peaceful activism, targeting human rights activists, dissidents, independent activists, and religious leaders. Meanwhile, in Saudi Arabia's Eastern Province, home to the majority of the country’s Shia Muslim population many claim to suffer from sectarian discrimination. Protests began in 2011 over the arbitrary detention of nine men and have continued despite a violent crackdown by the conservative monarchy. Over the past three years (2017-2020) of demonstrations, 20 young men have been killed and hundreds more have been injured or jailed. A quote from a Shia activist in the oil-rich region of Qatif sums up the frustration: "We have nothing – poverty, hunger, no honour, no political freedom. What is left? And after all this, they attack us and try to kill us."??

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In addition to this information, a well-known Journalist named Jamal Khashoggi who covered major events in Saudi Arabia for various news organizations and served as an adviser to the government, fell out of favour and went into self-imposed exile in the US in 2017, where he wrote a monthly column in the Washington Post criticizing Crown Prince Mohammed bin Salman. He stated that he had feared being arrested in an apparent crackdown on dissent overseen by the prince. Following this, prosecutors had concluded that the journalist died during a "fight" after resisting attempts to return him to Saudi Arabia. In December 2019, five individuals were sentenced to death for the murder and three others were given prison sentences for an attempted cover up. Turkish officials stated that a team of Saudi agents arrived in Istanbul before the murder and removed security cameras and footage and a special rapporteur found Saudi Arabia responsible for the extrajudicial killing and concluded that there was credible evidence for investigating Prince Mohammed. Reinforcing this evidence, US media reported the CIA concluded with "medium to high confidence" that the prince ordered the killing.

Given these clear violations of ethics and human rights, as well as the political and social division of the region, doubt remains about the ability of the Middle East to host international sporting events. This presents a challenge for the Middle East in its goal of becoming a renowned and respected centre for sports on a global scale, which represents an important issue for this report to discuss.

From the information provided it is clear to observe how the Persian Gulf monarchies constitute some of the world’s darkest holes for democracy and human rights, however they have managed to win respectability and popularity among Western democracies through their involvement in international sporting events and via their sponsorship of European sports teams. This strategy, referred to as "sportswashing” can be defined as the way by which countries varnish their reputations, particularly in Western countries and in major media markets, by getting involved in international sport, whether that be hosting mega sports events with big-name athletes, or in ownership of European and American sports franchises.

According to Adam Coogle, deputy director at Human Rights Watch's Middle East and North Africa division, the goal of sportswashing by Middle Eastern countries is to try and change the subject, try to move any conversation regarding their abuse record away from public thought and instead generate press around sports events, that is a lot more positive. The strategy started at the beginning of this century, but Coogle acknowledges that at first the gulf countries didn’t realize how effective it would be.

This is linked to a term called soft power defined to be “the ability to affect others to obtain the outcome one wants through attraction rather than coercion or payment.” By adopting this, countries can implement what is called a “smart power" strategy, allowing it to greatly influence the world's perception of it. Middle Eastern countries like Qatar, Saudi Arabia, and the UAE have implemented smart power-oriented strategies, such as Qatar's second national development strategy, which states how Qatar is “committed to promoting dialogue using soft power diplomacy initiatives. This strategy is based on maintaining good relations with neighbouring countries, forging strategic alliances with major powers and regional and international bodies and advancing Qatar's image internationally.” Overall, the tactics of sportswashing and the use of soft power, have been effective means for which these countries have improved their reputation and bolstered their political legitimacy, while attempting to hide negative associations and previous events, such as the murder of Jamal Khashoggi by Saudi Arabia.

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In application, by sponsoring popular European sports teams, and hosting and sponsoring international sporting events, for example, these countries have created “fan bases of good-willing because their love towards their teams extends to the defence of that country despite its human rights record. It’s challenging sometimes to get for example members of Parliament from Manchester or other city leaders of Manchester to criticize the UAE. They wouldn’t do it. It’s too dangerous because all the Manchester City fans are going to come after them and the UAE may get offended and [threaten] the investment”, explained Adam Coogle.

To challenge this, human rights organisations have tried to put pressure on international sporting bodies that have allowed their competitions to take place in the Gulf countries. The NGOs have asked the sporting entities to show their commitment to human rights and consider them when selecting the hosts for events.

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The lack of commitment from international sporting organizations to human rights is evident when analysing the Formula One event in Bahrain, which serves as a prime example for the issue. The country is said to have a total absence of democracy, freedom of speech, independent media, or opposition political parties; there is also complete disrespect of human rights, particularly when it comes to women, who are regarded as second-class citizens and suffer from extreme discrimination. According to Josie Thum of the Bahrain Institute for Rights and Democracy (BIRD), “Bahrain is one of the most repressed civil societies in the world”. She continues to say how “This is partly because since 2017 there’s been an escalation of the government crackdown on civil society, so all political opposition was outlawed, all independent media was [shut] down and anybody who dissents, risks serious persecution”. One example of this occurred in in 2017 when Najah Yusuf was arrested, tortured, sexually assaulted, and sentenced to three years in prison after criticising the Bahrain Grand Prix on social media. In connection to the sporting world, wealthy tourists visiting the country for the Grand Prix are presented with a false image of the country, due to the presence of fast cars and celebrities, while the reality of the situation remains hidden outside of the stadiums and world class facilities. The Bahrain government exploits the event to distract from their human rights record. In response to these clear issues, international sporting bodies claim that “engagement will lead to improvement, it will provide positive examples for these countries, and they’ll automatically improve”. However, the questions remains whether this in in fact a reality especially when considering the recent FIFA World Cup in Qatar.

Since winning the right to host the World Cup 10 years ago, Qatar has seen the deaths of over 6,500 migrant workers from India, Pakistan, Nepal, Bangladesh, and Sri Lanka. This averages to 12 deaths per week. However, this death toll is significantly understated as it does not include fatalities from other countries such as the Philippines and Kenya or deaths from the final months of 2020, let alone those that have been missed or hidden. It is important to remember that behind every one of these statistics, are families left without their main source of income, and grappling with the loss of their loved ones, often without proper compensation or explanation for the cause of death. Many of these workers faced extreme heat stress while working outside and some died from suicide shortly after arriving in Qatar. The classification of these deaths, which are frequently made without autopsies, have been criticized for not providing accurate medical reasons for the deaths.

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According to Amnesty International, workers for the World Cup in Qatar are being subjected to forced labour, unable to change jobs or leave the country, and often go months without being paid. The workers live in inadequate and unsafe housing, and recruitment agents frequently deceive them about salaries and job conditions. Salaries are often delayed for months, leaving workers struggling to meet basic needs and desperate. Employers confiscate the workers' passports, making it difficult for them to leave, and some companies even use threats and intimidation to prevent workers from leaving or speaking out about their conditions. One company even practices forced labour and threatens workers who refuse to work under the conditions.

?Despite these conditions, FIFA, sponsors, and construction companies stand to make massive profits from the tournament. Amnesty International report that one firm named Six Construct were awarded more than $90million to refurbish the Khalifa Stadium, as well as the $35million awarded to a sub-contractor called Eversendai. Further, the average monthly salary of men working on the Khalifa Stadium was said to be just $220 a month. This disparity is further exacerbated by the high cost of tickets (average of ￡153 per game at the Khalifa Stadium) and the billions of dollars generated by FIFA. This is without considering the $220 billion spent by Qatar on the World Cup which only highlights the unjust treatment of these workers. Finally, a consideration must also be made into the fact that Article 296 of Qatar’s penal code specifies that same-sex relations between men is an offence, with a punishment of up to three years in prison. In response to this Thomas Beattie, a former professional footballer who came out in 2020, echoes such sentiments. “Awarding the privilege of hosting a global foreign event to nations which embody this mindset is really damaging to my community”.

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When hosting a major global event like the World Cup, it is crucial to show respect and awareness towards different cultures, including the LGBTQ community. However, it is also important to acknowledge the connection between LGBTQ laws and religion. Despite this complexity, the host country is expected to demonstrate a degree of tolerance and inclusiveness. In the case of Qatar, the country's persistent opposition to LGBTQ rights and lack of tolerance in this regard highlights a failure to meet this standard. The rigid and uncompromising stance on the issue underscores a lack of cultural sensitivity, which is especially concerning given the international significance of the event.

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Overall, the Qatar World Cup and its commercial and economic success are marred by the numerous reports of human rights violations and mistreatment of migrant workers. While it is tempting to be drawn in by the world-class infrastructure and facilities that the country has developed, it is crucial to remember that these advancements have come at a high cost to the lives of thousands of people. This is the case for all Middle Eastern countries who have participated in sport washing and manipulating their soft power by taking advantage of the moral values and the widespread international love for sports. These countries have attempted to present a positive image of themselves to the world, despite reports of human rights violations and mistreatment of workers. The harsh reality is that beneath the glittering exterior, there is a grim history of abuse and exploitation that cannot be ignored. The success of the World Cup and other major events in the region should not be used to distract from these ongoing human rights issues, and it is important that the international community continues to raise awareness and hold the country accountable for its actions.

This report has communicated the proliferation of sport in the Middle East which has been a salient phenomenon in recent years, with the region's constituent nations leveraging the global prestige and allure of sports as a strategic instrument to progress towards their respective national goals of economic development. This interconnection between sports and the Middle East has been achieved through a profusion of projects that range from hosting Formula One events, the LIV Golf tour, the Qatar World Cup, and numerous boxing events. These examples are but a tiny fraction of the rapidly expanding landscape of sporting events in the region. The ultimate objective of this symbiotic relationship is to diversify the economies of these nations, away from their historical dependence on fossil fuels, considering the ongoing global shift away from crude oil.

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Additionally, the growth of sport in the Middle East has significant social and political implications beyond its economic impact. The promotion of sports activities can foster social cohesion, encouraging unity and collaboration among communities, as well as increase the overall health and wellbeing of its citizens. Furthermore, it provides a platform for the region to showcase its cultural heritage and traditions to the world, as well as a channel for cultural exchange and diplomacy. The interconnection between sport and the Middle East is therefore not just an economic endeavour, but also a means of promoting social and political ideals, contributing to the overall development and progress of the region.

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Furthermore, the advancement of sport in the Middle East has served as a catalyst for the initiation of various infrastructural endeavours in the region. These projects are not just focused on the advancement of the sports industry, but also strive to improve the standard of living for the inhabitants of the region. The development of iconic projects such as NEOM and Qiddiya stand as shining examples of this phenomenon, and they hold the potential to elevate the region to a preeminent position as a leader in cutting-edge infrastructure and innovative advancements. These initiatives are projected to generate new employment opportunities, stimulate the regional economy, and attract substantial investments into the region. The growth of sport in the Middle East has thus become a crucial component of the region's comprehensive development strategy, and the infrastructure projects that have come about because of the sporting industry are just the tip of the iceberg in a long and enthralling journey towards a brighter future for the Middle East.

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However, despite the unquestionable social, political, and economic opportunities that sport can provide the Middle East, it is imperative that as the Middle East continues to grow its relationship with the sporting world, society does not overlook the stark reality of human rights violations in the region. The utilization of sport to exercise soft power and the act of sportswashing should not obscure past and present incidents of international illegality. The recent World Cup in Qatar brought the mistreatment and death of migrant workers responsible for delivering the event to the forefront of the world's attention. As the region continues to invite global athletes and embrace interconnectivity, it must also show a commitment to tolerance and inclusiveness, particularly towards marginalized communities such as the LGBTQ+ community. This is crucial to ensure that the growth of sport in the Middle East is not only economically and socially advantageous, but ethically responsible as well.

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