Riyadh, Saudi Arabia — In a moment of sporting glamour, the Women’s Tennis Association (WTA) Finals kicked off in Riyadh on Saturday night, marking the latest in Saudi Arabia’s aggressive push to redefine its image through high-profile sports events. The prestigious event, which featured top tennis players like Coco Gauff and Zheng Qinwen, was broadcast across the world, showcasing the kingdom’s growing influence in global sports.
Despite the spectacle, the event is once again shining a spotlight on Saudi Arabia’s human rights record, with critics accusing the country of “sportswashing”—using sports to distract from its poor human rights practices. Saudi Arabia’s recent efforts to lure international sporting events, including the purchase of Newcastle United and the hosting of major golf and boxing matches, have raised alarm among human rights groups.
The Kingdom’s Sports Ambitions and Backlash
Under the leadership of Crown Prince Mohammed bin Salman, Saudi Arabia has been investing billions in sports and entertainment, aiming to reshape its image and modernize its economy. The country has used its vast oil wealth to acquire high-profile sporting assets, including a $2 billion investment in LIV Golf and a deal to host the 2034 FIFA World Cup. The WTA Finals are part of a broader strategy to position Saudi Arabia as a global hub for sports, offering generous financial incentives, including the highest-ever prize pool in women’s tennis.
However, this drive to host global events has been met with criticism. Human rights groups argue that while the kingdom is making strides in modernizing its infrastructure and entertainment sector, fundamental issues remain unresolved. Women’s rights in Saudi Arabia, although improving under recent reforms, still face significant restrictions, and the kingdom continues to impose harsh penalties on dissent, with activists and critics often facing imprisonment.
Women’s Rights and the Role of Sports in Reform
For Saudi women, the event was a historic occasion. Thousands of women attended the finals, some of whom had never before had the opportunity to watch international tennis in their home country. The sight of young Saudi women, many wearing hijabs, cheering for Coco Gauff, represented a moment of empowerment. Gauff herself expressed her hope that the event would inspire young girls in the kingdom, saying, “Just to show young girls that, you know, their dreams are possible.”
But critics argue that the kingdom’s broader human rights record casts a shadow over these gains. Saudi Arabia has faced international condemnation for its treatment of women, despite recent reforms such as allowing women to drive and work independently. However, women still require male guardianship to marry, and their personal freedoms remain limited in several areas. Moreover, homosexuality is criminalized, and political repression continues, with many activists facing imprisonment for challenging the government.
Tennis legend Martina Navratilova was one of many who expressed concerns over the WTA’s decision to host the event in Saudi Arabia, stating, “We lost our moral high ground when the women decided to go there.” She argued that women in Saudi Arabia must first be granted equal rights under the law before global sports organizations celebrate the country’s involvement in international competitions.
Saudi Arabia’s Strategic Transformation Through Sports
Despite the criticisms, many in Saudi Arabia, particularly younger generations, view the country’s sporting transformation positively. Sports, concerts, and entertainment options are opening up at an unprecedented pace. Just a decade ago, Saudi Arabia had a strict ban on public entertainment, but now, cinemas, concerts, and even raves in the desert have become commonplace.
In an interview, Arij Mutabagani, president of the Saudi Tennis Federation, defended the kingdom’s push to host the WTA Finals and other major sports events. “We’re going to do it whether you help us or not,” she confidently declared, addressing accusations of sportswashing. Mutabagani emphasized that Saudi Arabia’s transformation was genuine, stating, “For me, it’s just, please come and see what we’re doing and please be part of our transformation that we’re having.”
However, this rapid social and economic shift is still largely shaped by Crown Prince Mohammed bin Salman’s vision. Critics argue that while some reforms may have opened doors for women and youth, these changes are happening on the government’s terms, with limited space for true political dissent or opposition.
The Growing Debate Over Sportswashing
As Saudi Arabia continues to host international sporting events, the debate over “sportswashing” intensifies. Critics argue that the country is using these high-profile events to whitewash its human rights abuses and distract from its repressive political system. While the kingdom’s investments in sports may bring some benefits to its citizens, the fundamental issues of freedom of expression, women’s rights, and political repression remain largely unaddressed.
As global sports organizations like the WTA continue to engage with Saudi Arabia, the question remains: can sports be a vehicle for genuine reform in the kingdom, or are these events simply another tool in the crown prince’s effort to project a modernized image while maintaining tight control over dissent?