FIFA criticised by Women’s World Cup hosts over potential ‘sportswashing’ Saudi Arabia sponsorship deal

FIFA is facing backlash from Women’s World Cup co-hosts Australia and New Zealand over a potential sponsorship of the tournament by Saudi Arabia.

Football officials Australia and New Zealand said they were disappointed not to be consulted about the deal with Visit Saudi by FIFA before reports emerged.

They have written to the world governing body seeking urgent clarification.

Human rights group Amnesty International urged FIFA to speak out on the need for more human rights reforms in Saudi Arabia rather than allowing its showpiece women’s tournament to be used for “sportswashing” the country’s image and for the exploitation of players.

Sportswashing relates to enhancing the reputation of a controversial country or an organisation by using sport sponsorship.

The tournament, which has been expanded from 24 to 32 teams for this edition, opens in July with European champions England trying to win their first Women’s World Cup.

Football Australia said it “understands FIFA has entered into a destination partnership agreement” for the tournament.

The organisation added in a statement: “We are very disappointed that Football Australia were not consulted on this matter prior to any decision being made.

“Football Australia and New Zealand Football have jointly written to FIFA to urgently clarify the situation.”

Separately, New Zealand Football said “we are shocked and disappointed” to hear the reports about the sponsorship.

Amnesty International said it is concerned about what it calls a “rolling crackdown on human rights” under crown prince Mohammed bin Salman.

Felix Jakens, Amnesty International UK’s Head of Priority Campaigns and Individuals at Risk, said: “FIFA should speak out about the need for human rights reform in Saudi Arabia and not merely allow its premier women’s tournament to be used for sportswashing.

“Players, coaches and fans should likewise challenge this crude exploitation of their sport by Saudi Arabia.”

FIFA had no immediate comment. There was no response from the Saudi government.

Jakens added: “Women in Saudi Arabia face serious discrimination in marriage, divorce, inheritance and child custody rights, while Saudi women who’ve dared to speak out about the need for reforms in the country have received massive jail sentences.”

Saudi Arabia is increasingly using the allure of sport as a soft power push to clean up its image after criticism of human rights violations and ongoing concern about the murder of the journalist Jamal Khashoggi after he entered the consulate in Istanbul.

One of the world’s biggest footballers – Cristiano Ronaldo – has just made his debut for Saudi club Al-Nassr after a lucrative financial package was offered.

The Saudi sovereign wealth fund bought Newcastle in 2021 and the club has just reached its first cup final this century after success in the League Cup semi-finals this week.

The Public Investment Fund has also shaken up golf by launching the breakaway LIV Series that has attracted some of the game’s leading stars.

Saudi Arabia is also considering a 2030 men’s World Cup bid alongside Egypt and Greece.

FIFA President Gianni Infantino appeared in a promotional video for the Saudi government in 2021 in which he claimed the kingdom had made important changes.