For Saudi crown prince Mohammed Bin Salman, why sports is more than just business
Mohammed Bin Salman, MBS for his devout, it may be the biggest victory yet in his push to use sport as a way to lure tourists, build influence and improve the country's image.
“This is huge for MBS and the Saudi state. Arguably the pinnacle of their sports strategy so far,” said Stanis Elsborg, head of Play the Game, a Denmark-based research body into ethical standards in sport told Bloomberg. “But for MBS, it’s not just about hosting a tournament.”
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Saudi Arabia, world's second largest oil producer,, has gone into overdrive in recent years in its efforts to become a global player in international sports. The Gulf nation has spent billions of dollars on high-profile deals for an image makeover that involves reducing the country’s overdependence on oil.
Since 2017, Saudi Arabia has invested tens of billions of dollars in sport across three main verticals: event hosting, asset ownership and sponsorship. The strategy has been quickly rolled out across almost every major global sport, as well as esports and professional wrestling.
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