By Andrea Caropreso
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Saudi Arabia has been redrawing football’s boundaries for several years now. It’s a move previously attempted by American MLS or China, which ended up being short-lived bursts without lasting impact. However, the case of the Saudi Pro League might be different. Thanks to the power of petrodollars and a project that goes beyond sports into politics, Saudi Arabia has all it takes to become either a threat—or an opportunity—for Europe’s top clubs.
From Oil to Football
Saudi Arabia has launched an ambitious transformation, making sports one of its key tools for international influence. Through the Public Investment Fund (PIF), a sovereign wealth fund worth over $600 billion, the Kingdom has expanded its global sports footprint, with a particular focus on football.
Among its first moves, the government acquired 75% of the ownership in the four main Saudi Pro League clubs: Al-Ittihad, Al-Nassr, Al-Hilal, and Al-Ahli. Unsurprisingly, these clubs are the most aggressive in the transfer market, making astronomical offers to players. This move has reshaped the domestic football scene, launching a genuine global rebranding effort.
The arrival of stars like Cristiano Ronaldo, Neymar, Benzema, Kanté, and Mané brought international attention to Saudi football. Today, players no longer head to the desert only at the end of their careers—some go in their prime, like Theo Hernandez or possibly Moise Kean. Multimillion-dollar contracts also make the Saudi Pro League attractive for coaches, like Champions League finalist Simone Inzaghi, who signed for Al-Hilal at €50 million over two years.
Investments and Acquisitions
This “sportwashing” project actually started years ago, when first Italy and then Spain chose to play their domestic Supercups in Saudi Arabia for around €20 million per edition. The paradox is that while Saudi petrodollars may disrupt the system, they’re also vital for a European football economy desperately in need of fresh cash.
| Project | Year | Area | Estimated Investment | Key Impact |
|---|---|---|---|---|
| Acquisition of Saudi Pro League Clubs | 2023 | Domestic League | ~$200 million | 75% control of Al-Ittihad, Al-Nassr, Al-Hilal, Al-Ahli |
| Top Players (Ronaldo, Neymar, etc.) | 2022–2024 | Player recruitment | >$1 billion | Increased visibility and appeal of the league |
| Simone Inzaghi Signing | 2025 | Al-Hilal | €25 million/year | European expertise and prestige |
| Italian Super Cup in Saudi Arabia | 2018 | Hosted competitions | €23 million/edition | Commercial deals with Serie A |
| Newcastle United FC acquisition | 2021 | European Club | >$1 billion | Sporting revival and Champions League qualification |
| FIFA World Cup 2034 | 2024 (confirmed) | Event organization | Hundreds of billions (estimated) | Stadium and infrastructure development |
All these efforts are building toward the 2034 FIFA World Cup, which Saudi Arabia will host for the first time—already being promoted as a global spectacle.
The PIF in the Club World Cup
From the World Cup for nations to the Club World Cup. Saudi Arabia is also making a splash here—not only through Al-Hilal, coached by Simone Inzaghi, but also via a massive sponsorship deal between PIF and FIFA. While the financial details remain undisclosed, experts say it will help FIFA cover the costs of organizing the tournament in the U.S.
Though promoted as a blockbuster event, the Club World Cup has underperformed financially. Ticket sales have been weak, with many seats unsold or heavily discounted. DAZN became the global broadcaster for free—simply because no major media company had shown interest in securing the rights. That’s when Saudi Arabia stepped in, once again reshaping the game. From sporting outsider to global player—whether you like it or not, the future of football now runs through the desert.
