Sportswashing or sports strategy? What a 2035 Women’s World Cup in Saudi Arabia could mean for the world of football

9 months ago 78
ARTICLE AD

There is a good chance that in 2034 and 2035, Saudi Arabia will host consecutive Men's and Women's World Cups.

After Australia opted not to bid for the 2034 competition, Saudi Arabia are now the sole bidder.

Could Saudi Arabia be the venue of the 2035 Women's World Cup?

8

Could Saudi Arabia be the venue of the 2035 Women's World Cup?Credit: 2023 Getty Images

The Gulf State have also announced they want to host the Women's World Cup in 2035.

In recent years, Saudi Arabia has faced criticism over its human rights violations given its use of the death penalty, its criminalisation of homosexuality and the lack of freedom afforded to women.

A recent report by Reprieve and the European Saudi organisation for Human Rights concluded that a lack of transparency in the judicial system made public scrutiny of decisions impossible.

Legal decisions are taken behind closed doors, it is forbidden to publish court documents and court hearings are often postponed indefinitely.

Of the 146 countries ranked in the 2023 Global Gender Gap Index - a measure of a country's gender equality - Saudi Arabia was ranked 131st.

But the country insists that conditions, particularly when it comes to women's rights, are changing.

In 2017, the ban on women driving in the country was lifted.

In 2019, women over 21 were granted the right to travel without being under male guardianship.

A controversial Visit Saudi sponsorship was proposed for this year's World Cup in New Zealand and Australia before being shut down

8

A controversial Visit Saudi sponsorship was proposed for this year's World Cup in New Zealand and Australia before being shut down

And in the same year, Saudi Arabia banned marriage for those under the age of 18 - a decision that was only made in England and Wales in February 2023.

Any bid to host the Women's World Cup would follow the bid they have already made to host the men's tournament in 2034 - a tournament for which they are now the sole bidder.

Their increasing involvement in sports has already led to countless accusations of 'sportswashing' - the practice of using sport to improve a reputation characterised by wrongdoing.

But talkSPORT's Middle Eastern correspondent Ben Jacobs says there is evidence their bid for the women's tournament is part of a concerted effort to develop women's football and 'to promote the game at all levels'.

He said: "As far as their vision is concerned, it’s a high priority to show their investment in women’s sport and in the context of sport, to champion gender equality. The 2035 Women’s World Cup could well be a big part of that."

Saudi Arabia launched their domestic women's football league in late 2020 - two years after women were granted permission to attend stadium matches.

And 2023 saw the most high-profile move to the Saudi Women's Premier League as former England international Ashleigh Plumptre signed for Al-Ittihad.

She told talkSPORT about what it had been like making the decision to move to the Saudi Pro League.

Plumptre used to play for the Lionesses before switching her allegiance to Nigeria

8

Plumptre used to play for the Lionesses before switching her allegiance to Nigeria

She said: “I had no real interest initially. Honestly, I was like what am I going to do out there?

"Basically the way it came about was just having a conversation with the coach and the staff here, like an hour conversation. In that time, we barely spoke about football, it was more just about our ambitions as people, the values that we have and the impact we want to have on the people around us and I was kind of sold from there.”

Plumptre spent three years at Leicester City, during which time the club gained promotion to the WSL.

But she admitted playing in Saudi Arabia had given her opportunities she had not previously had in England.

She said: “In all honesty, when I was playing in the (WSL) I had a very specific role. But here I have more freedom and I’ve been able to do things I didn’t actually realise I could do, which has been really interesting for me actually.” 

And she spoke about how, for her, the experience was about exposing herself to different walks of life.

She said: “The more countries you visit, the more cultures you’re around, the more you can understand people and their perspectives and the way they’ve grown up and the opportunities that they have or haven't had. It just broadens my horizons in so many ways.”

She added: “Obviously, people made so many comments about me moving out here but I’m very big on knowing individuals.

Henderson has divided opinions since his move to - and return from - Saudi Arabia

8

Henderson has divided opinions since his move to - and return from - Saudi ArabiaCredit: Getty

He has since returned to European football and signed for Ajax

8

He has since returned to European football and signed for AjaxCredit: AJAX

"Like I always say I'm never going to be able to change the world but if I can actually have an impact on a community or a small group of people then that means the most to me.”

Hosting football's biggest tournaments in Saudi Arabia will be controversial no matter what, as recent events have shown.

FIFA sparked outrage when they proposed tourism company Visit Saudi at last year’s Women’s World Cup sponsors before the idea was scrapped.

And England's Jordan Henderson has been the focus of much discussion after he opted to sign for Ajax just six months after a controversial move to Saudi club Al Ettifaq.

At the 2023 Women's World Cup, NBC reported that at least 87 out LGBTQ+ players were competing - a figure that was more than double that of the 2019 Women's World Cup.

Whether those players would feel comfortable being in a country where homosexuality is illegal remains a huge question.

When asked about Saudi Arabia as a potential venue for the tournament, Chelsea boss Emma Hayes said at a press conference that the country's LGBTQ+ stance was a concern.

She said: "To host a World Cup in Saudi, for sure there has to be some really high level conversations in and around 'How do you see that working knowing your laws and your thoughts on homophobia?' "

Hayes hopes important discussions will take place before a decision is made

8

Hayes hopes important discussions will take place before a decision is madeCredit: Getty

"I would hope that the authorities are thinking of that and they're representing everyone across the women's game to make sure it's safe for everybody to go and play but also that nobody's going to be arrested for (being LGBTQ) or nobody's going to be dealt with in a different way."

Some time between March and April of last year year, Visit Saudi, the Saudi Arabia Tourism Authority, made an update to their FAQs page.

A new FAQ was introduced under the title: "Are LGBT visitors welcome to visit Saudi?"

The answer reads: "Everyone is welcome to visit Saudi, and we ask that they follow and respect our culture, traditions and laws, as you would when visiting any other country in the world."

Those laws they refer to state that homosexuality in Saudi Arabia is illegal and, in some cases, punishable by the death penalty.

But the harsh laws are not always enforced: the US State Department's 2022 report on human rights concluded that there had been no prosecutions for homosexuality last year.

What seems like a small change to Visit Saudi's website FAQs could, if paired with the publicity that consecutive Men's and Women's World Cups would bring, be the start of legislative changes.

England World Cup bronze medallist and talkSPORT pundit Lianne Sanderson told talKSPORT she believed the chances of Saudi Arabia being awarded the 2035 tournament were high.

Sanderson is an ex-England star who now works for talkSPORT as a pundit

8

Sanderson is an ex-England star who now works for talkSPORT as a punditCredit: talkSPORT

She said: “If people don’t want it to be there, they should probably start speaking up now instead of waiting until six months before, and then speaking about it.

"I have a feeling that it’s going to be hard to stop. I don’t think it should be in these kinds of countries, I really don’t."

And she admitted that while attending a potential tournament there would be a difficult decision, it would be something she would view as an opportunity for change.

She said: “I’m not going to say I won’t be going to Saudi because if I get offered opportunities I will be going - pending that it’s safe there, pending that I can be on the ground and see what change I can make.

"Because I realise by going to Qatar, I made some change - I did football camps at the Khalifa stadium for all women, all females and nobody really wants to talk about those things. It’s always about the negative stuff."

For FIFA, the decision to award the tournament will be taken based on their assessment of the potential for Saudi Arabia to 'adapt' and become 'as inclusive as possible', says Jacobs.

He said: "This will be more about FIFA awarding the tournament first, with the belief that Saudi Arabia will adapt and be as inclusive as possible.

"If you award first and change afterwards, rather than change first in order to then get the award of a sports event, then some will say that it’s part of 'sportswashing' or that they’ve been given a tournament that they’re not deserving of because the change hasn’t happened first."

The Qatar World Cup was also criticised due to the country's human rights record

8

The Qatar World Cup was also criticised due to the country's human rights recordCredit: Getty

He added: "It’s really easy from the outside-in for people to criticise and it’s really easy from the inside-out for Saudis to just say there’s a bunch of change."

But Jacobs believes there is one group whose voices must be heard if this tournament is to culminate in any meaningful development: the women of Saudi Arabia.

Jacobs finished: "If women in Saudi Arabia feel comfortable that they can have a voice and that’s factored into the decision-making process that then provokes change, then we should get something more authentic and long lasting that everybody can be comfortable and proud of."

If - and only if - these women are heard, then a tournament which could have been guilty of 'sportswashing' might just turn into their greatest opportunity to change their lives for the better.

Read Entire Article