A seismic year for soccer in Saudi Arabia has witnessed the turbo-charging of its domestic league with expensive foreign superstars, an audacious bid to host the 2034 World Cup, and the staging of FIFA’s inter-continental club tournament. But despite achieving some of these significant milestones, the Kingdom is still playing a long game to realize its soccer dream.
The Saudi Pro League’s profile has skyrocketed in the past six months owing to a recruitment drive targeting some of the world’s most sought-after players. Aiming to emulate the growth of Major League Soccer, the league’s British CEO Garry Cook has been tasked with steering these ambitious plans. To that end, he plans to take a centrally coordinated approach to signings – veering away from the global norm of clubs negotiating their deals. That could mean a “significant number” of global stars arriving in the Saudi capital in one shot, potentially costing up to $1 billion in wages. Benzema and reigning World Player of the Year, Lionel Messi, are reportedly being targeted.
But such high-profile moves are unlikely to guarantee success, underlined by China’s experience when it spent huge sums on global superstars to fast-track its league to the top tiers. Critics slammed the move as sportswashing, and the league struggled to attract broadcast and investment interest.
It’s also possible that the big-ticket signings will distract from the broader goal of establishing a professional sport in Saudi Arabia. That’s why the league relies on its new media partner, IMG, to promote its product on global and local channels. That strategy is vital to leveraging its links with the world’s top leagues, including the EPL, Spain’s La Liga, Germany’s Bundesliga, and Italy’s Serie A.
Moreover, the Saudis have a solid incentive to play the long game. The government is concerned about the country’s young population becoming radicalized or anti-government sentiment brewing, and it sees a thriving football industry as a way of keeping youths engaged and placated.
