The football landscape has undergone a profound transformation. Where once European giants stood unchallenged, the Saudi Pro League (SPL) emerges, positioning itself as a magnet for the world’s football elite. This could not only mean a shift in the hierarchy but a masterclass in nation branding and the tactical use of sports.
Names like Cristiano Ronaldo, Neymar, Karim Benzema, and N’Golo Kanté have found themselves drawn to the allure of the SPL. This previously overshadowed league soared to prominence after a decisive move in June. The Saudi Public Investment Fund (PIF) initiated its Sports Clubs Investment and Privatization Project, facilitating major teams like Al Ittihad, Al Ahli, Al Nassr, and Al Hilal to transition from ministry oversight to company-led establishments. PIF’s strategic ownership—with 75 percent vested in PIF and the remainder held by nonprofit foundations—ensures a significant monetary influx and firmly roots these clubs within the country’s larger developmental goals. This crucial shift opened doors for new investments and sponsorships, heralding perhaps an era where football flourishes beyond European confines.
This venture into football is emblematic of Saudi’s approach to nation branding. Nations globally have recognized sports as a potent tool for sculpting global perceptions. With the vision of SPL becoming the “top ten best league in the world. technically, commercially, financially and media,” Saudi Arabia endeavors to redefine its global image, emphasizing its forward momentum and reasserting its position on the world stage.
European football has recently experienced a series of ego-bruising setbacks. First, the recollection of Spain’s former coach, Luis Enrique, carelessly dismissing non-European teams lingers, a hubris that was promptly met with Spain’s shocking defeats to non-European teams, including Japan and Morocco, in the Qatar World Cup. Then, there is the episode involving France’s Kylian Mbappé, who, after diminishing the talent of South American teams, saw his side suffer a defeat to Argentina in the World Cup final.
Adding to Europe’s concerns is the Premier League’s recent attempt to cap salaries. With the SPL pulling global stars with attractive deals, European leagues will find it increasingly hard to impose financial boundaries without endangering their top status.
Incidentally, as Europe re-evaluates its football identity, will the European Super League be an option? Only time will tell.
In this evolving scenario, Saudi Arabia’s venture signifies more than sports—it is about vision and nation branding. Global football is no longer just a game but a theater of innovation and disruption.
* Federico N. Fernández is a visionary leader dedicated to driving innovation and change. As the CEO of We Are Innovation, a global network of 30+ think tanks and NGOs, Federico champions innovative solutions worldwide. His expertise and passion for innovation have earned him recognition from prestigious publications such as The Economist, El País, Folha de São Paulo, and Newsweek. Federico has also delivered inspiring speeches and lectures across three continents, authored numerous scholarly articles, and co-edited several books on economics.
Source: We Are Innovation
