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The Saudis have used their financial clout to ground down enemies in ways big and small, from Iranian American wrestlers facing scripted humiliation in WWE shows to American golf executives being forced to swallow previous bitter condemnations of the kingdom. Saudi Arabia’s golf takeover this year, in which the kingdom coerced the PGA Tour into a planned alliance after effectively winning a game of high-stakes chicken over the fate of one of the world’s most popular sports, struck some analysts as the final dam to break in the sports world’s resistance to Saudi involvement.

Another key currency in sports (and adjacent Spandex-clad theater) was embedded in that brief anti-Iranian WWE storyline, a forgettable footnote for American viewers. Saudi leaders have attempted to move the country away from religious fundamentalism, or Islamism, to replace it with something more palatable to global commerce: nationalism, partly ginned up by crushing Middle Eastern rivals at a game it came late to.AdvertisementStory continues below advertisementSaudi Arabia, with its geriatric leadership until six years ago, had inadvertently given the United Arab Emirates and Qatar a decades-long head start at investing in sports — but the much larger country has been a bully ever since.

Sheikh’s management style has embodied Saudi Arabia’s foray into global sports: free-spending, rancorous and hyper-political. He commandeered the lectern at an international chess tournament in Riyadh to rail against “ministate” Qatar, and he ranted that the Saudi soccer team had put in “less than 5 percent effort” during a World Cup loss to Russia. With his penchant for showmanship, it was perhaps inevitable that one of the PIF’s first massive investments would be bringing WWE to Saudi Arabia — and, with it, hired wrestlers acting out the humiliation of what was then a Saudi enemy nation.AdvertisementStory continues below advertisementAt the Greatest Royal Rumble in Riyadh in April 2018, two Iranian American wrestlers, waving the Iranian flag, confronted four young Saudi wrestlers. The scripted comeuppance was swift: The Saudis pummeled the Iranians, brothers Ariya and Shawn Daivari, threw them out of the ring and sent them limping away as the crowd jeered.

Many Westerners ascribe a singular motive to Saudi Arabia, if not the entire Middle East, for its interest in sports: sportswashing. And Saudi Arabia has used sports to market its supposed makeover to the outside world — and to guard its image.

Sheikh celebrated by buying a $4.8 million Bugatti before landing on a larger vanity purchase. After a stint as honorary president of an Egyptian soccer club ended with him warring with management, Sheikh poured millions into buying a rival team and moving it to Cairo. Months later, he abandoned Egyptian soccer while lamenting the “headache.”

by dissuading potential religious extremism, “The idea is to get the country to look quote-unquote ‘normal.’ ”

“one of those key moments of reputation laundering and propaganda that Mohammed bin Salman needed at that time: an American organization with a billionaire as famous as Vince McMahon appearing in Saudi Arabia and things going on as normal.”

In the years since Khashoggi’s murder, financial leaders returned to doing business with Saudi Arabia, partly revealed when the kingdom released a list of partners in venture capital, including some of the highest-profile firms in the world. (That includes Amazon, founded by Jeff Bezos, who owns The Washington Post. In 2022, the PIF invested roughly $430 million in Amazon.) In sports, reticent executives became increasingly easy marks for a kingdom practiced at bending opponents to its will.

The PIF’s effort to purchase Newcastle United was stalled by Saudi Arabia’s alleged role in one of the world’s largest piracy operations, which for years brazenly stole Qatari content, including that of Premier League games, and beamed it to set-top boxes in Saudi homes.Saudi Arabia denied having a role in the piracy. Investigations by several organizations, from the World Trade Organization to FIFA, found otherwise. The piracy halted just before the PIF was set to complete its purchase of Newcastle.

“The majority of fans don’t care.”

The Saudis — with a diversified portfolio full of other sports — were willing to blow up golf. Pro golf executives, it turns out, were not.

Endeavor, helmed by Ari Emanuel, announced in April a $21 billion deal to merge UFC, its mixed martial arts company, with WWE. Less than five years earlier, Emanuel had returned $400 million to the Saudis so as not to have to partner with them in the wake of Khashoggi’s murder. But Endeavor and its related companies had recently done business with the kingdom again — including Endeavor’s IMG negotiating media rights for the Saudi Pro League. Under TKO, the company created in the merger with Emanuel as CEO, WWE plans to continue its Saudi shows. And UFC recently announced it would hold its first event in Saudi Arabia next year.

a dangerous pattern

little has been constructed, but large sums have been paid to consultants and increasingly outlandish plans revealed. Yet Saudi authorities have sought to clear areas along 170km of Tabuk province of its residents, many of whom belong to the Howeitat tribe.

Since December, Howeitat tribespeople have reported the Saudi authorities' campaign to drive them from their land has escalated. New measures include cutting water and electricity supplies, and deploying surveillance drones above residences

among 150 Howeitat who have been imprisoned over their resistance to the Neom project

Abdul Rahim al-Howeiti, a 43-year-old Tabuk resident who was shot dead by Saudi special forces in April 2020 after protesting the government's eviction orders

drones are being flown regularly over Tabuk province, and that they believe their mobile phone and social media accounts are closely monitored.

water and electricity has been cut off from an estimated 15,000 people in an attempt to force them from the region

The new Saudi megacity - which organisers claim will be 33 times the size of New York City - is planned to include a 170km straight line city, an eight-sided city that floats on water, and a ski resort with a folded vertical village, among other grandiose and architecturally challenging projects.

in Latin America, one of the ways Gulf states’ rising profiles have been most evident is their forays into the soft power of soccer. Gulf countries are not among the top trading partners of Latin America’s largest economies, but sports fans know that both Messi and Brazilian star Neymar play for a club team that is owned by a subsidiary of Qatar’s sovereign wealth fund, Paris Saint-Germain.

Latin American audiences are intimately familiar with the use of the World Cup for political aims, such as when Argentina sought international legitimacy for its bloody dictatorship when it hosted the tournament in 1978. Like the European and U.S. press, the show has discussed the human rights and labor rights complaints surrounding the Qatari-hosted event. Still, Wall told Foreign Policy that, overall, “in South America, perhaps we see [the World Cup] with different eyes.” Latin American coverage of the event has focused more on how soccer culture in both Latin America and the Middle East developed in the context of colonization. It’s been striking to encounter so many Brazil and Argentina fans from the Middle East and Asia at the World Cup, Wall added. “There is something that we see in each other.”

It has also prompted some to wonder if Latin American countries could better capitalize on their own soccer power. “The value of Argentine soft power” remains “much more potential than real,” former Argentine foreign ministry official Tomás Kroyer told Forbes Argentina this week. In Brazil, the Workers’ Party governments of 2003 to 2016 designed several policies to use the appeal of Brazilian soccer as a diplomatic tool, even taking the national team to play in Haiti to herald the arrival of Brazilian peacekeepers in 2004, Veiga de Almeida University international relations professor Tanguy Baghdadi told Foreign Policy in an interview.

The Saudi American Public Relation Affairs Committee (SAPRAC), a pro-Saudi lobby group not officially tied to the Saudi government, paid $2.6 million last year to the now-defunct, Washington-based lobbying firm the Podesta Group for public affairs services that included running the anti-Qatar website and its associated social media properties

Along with painting Qatar as a terror-friendly nation, The Qatar Insider encouraged the US to remove its Al Udeid Air Base, which is home to the forward headquarters of the US Central Command, from Qatar and lobbied against Qatar hosting the 2022 World Cup.

Last fall, a film billed as an “educational documentary” called “Qatar: A Dangerous Alliance” appeared online and was distributed to guests at an event hosted by the conservative Hudson Institute that featured Steve Bannon, a former senior adviser to President Donald Trump and the ex-chairman of Breitbart News

when Saudi Arabia’s de facto ruler, Crown Prince Mohammed bin Salman, visited the US in March, a magazine bearing his face and celebrating his reign appeared at 200,000 outlets across the country. The Saudi Embassy denied knowledge of the magazine, and the company that published it, National Enquirer publisher American Media Inc., denied receiving guidance from the Saudis. Citing employees of American Media Inc, The New York Times later reported that the magazine was an attempt by the publisher’s CEO to win business in Saudi Arabia. Still, there was evidence that the Saudi Embassy and advisers to the Saudi royal family had received advanced copies of the publication, hinting that they were involved in its creation and fawning tone

Seeing Trump’s hostility toward Iran mirroring their own, Saudi Arabia and the UAE were eager to strengthen their relationship with the former reality TV host when he took office, despite his harsh campaign-trail criticisms of Islam and Saudis (who, he once said, “want women as slaves and to kill gays”). In May, The New York Times reported that an emissary of Saudi Arabia’s Crown Prince Mohammed and the crown prince of Abu Dhabi, Mohammed bin Zayed, held a meeting with Donald Trump Jr. ahead of the 2016 elections offering their support to Trump as well as social media help in winning the election.

“If you asked the average American about the Gulf and they see these commercials, they will not be able to tell the difference,” he said. “And for those who do know the difference, they will remember that Saudi Arabia, not Qatar, had its citizens participating in the 9/11 attacks.”

Qatar — or, at best, its friends — has been involved in the hacking and leaking of emails designed to embarrass the UAE and reveal its role in trying to influence the Trump campaign. Qatar has increased its spending on lobbyists while also trying to soften its image by wooing American Jewish groups, including the Zionist Organization of America, which previously called for Qatar to be listed as a state sponsor of terrorism. And in May, Qatar flexed its soft power muscles when it offered to pay to keep the Washington, DC, metro open after a Capitals playoff game.

“Instead of saying one country is better than the other, everyone looks really, really horrible,” he said. “It really raises questions about what kind of partners these countries are for the United States.”

Leaks reveal insiders’ growing uneasiness, which points to the elephant-in-the-room question: Will MBS’ grandiose venture bankrupt the kingdom?

Saudi private investors will also be encouraged to pitch in during a potential public listing of Neom in 2024. That raises questions about how consensual this private investment will be. Indeed, Saudi Arabia reportedly “bullied” several of the kingdom’s wealthiest families to become cornerstone investors out of “patriotic duty” in the IPO of Saudi energy firm Aramco in 2019.

a large chunk of Saudi money carefully set aside for decades to fund the transition to a post-oil era will pay for Neom's astronomical price tag. A bet on an unproven vision

60 skyscrapers that were built in Riyadh’s financial center are still standing largely empty.

Neom’s initial burst of economic activity, if unsustainable at a similar pace, would simply be "stealing" future economic benefits to create an illusion of growth right now

perhaps the motive is not sustainable growth at all, but creating what Pettis calls a "pyramid effect." This would be an attempt to copy monarchs of ancient Egypt who redistributed wealth to the population through jobs – paid laborers built Egyptian pyramids, not slaves. Although Saudi Arabia’s oil wealth is already redistributed to ordinary Saudis through public-sector jobs and subsidies, a large tranche is retained and stored in its sovereign wealth funds and U.S. Treasuries. In theory, flushing Saudi citizens with cash would stimulate the local non-oil economy. But in practice, the pyramid effect is likely to first and foremost cause economic leakages, as the kingdom imports most of what it consumes locally, including labor, despite the “Saudification” of the labor market being one of Vision 2030’s key priorities. Migrant workers account for about 77 percent of private sector jobs. At Neom, highly paid Western consultants are toiling to match MBS’ demands, and Asian low-income workers are building it, remitting Saudi money home.

Riyadh sweetened the project’s launch party with a flurry of social reforms, such as lifting the ban on women driving. (Saudi Arabia was the last country in the world to lift this kind of ban, and it didn’t do so as a principled stand on behalf of women’s rights.) The idea was not only creating a buzz among investors and the global public, but whipping up aspirational momentum among Saudis.

“Infrastructure spending is like doing lines of cocaine; you have to do bigger and bigger and bigger lines just to feel high,”

MBS, high on his visionary self-branding and his concentration of power, may have to pay the costs of bankruptcy – whether by admitting full responsibility or via a renewed deployment of decidedly imperious and despotic tactics to crush dissent. The latter path is, of course, what the late Shah of Iran chose, with notorious results.

One of the most audacious deception operations appeared to be connected to the UAE. Between 2019 and 2021, op-eds that supported the foreign policy position of the UAE, Saudi, and the U.S. administration under Trump began appearing in numerous well-known U.S. outlets, such as Newsmax, The National Interest, The Post Millennial and the Washington Examiner. The catch: The journalists writing them did not actually exist.

the Emiratis worked with ex-NSA spies to hack the devices of U.S. citizens. And both Saudi Arabia and the UAE are among the biggest customers of NSO, the Israeli firm that sells the spyware Pegasus, which they have used to target dozens of activists, journalists and academics

In 2011, during the heady days of the Arab Spring, social media and digital technology was touted as the force that would help liberate the region from authoritarian rule and bring democracy. Now, authoritarian regimes in the Gulf, along with Western companies and expertise, are using digital technology and social media to try and hack democracy wherever they find it, including in the U.S. The effect is clearest, however, in the Middle East. With critics silenced through incarceration, surveillance, torture, or death, opposition voices are increasingly fearful of self-expression, meaning that the digital public sphere is simply a space to praise the regime or engage in banal platitudes.

while the Biden administration has gone to considerable effort to secure the release of high-profile Americans from Russia, Venezuela and Iran, it has been less public and less successful in securing the release of U.S. citizens held in Saudi Arabia. In fact, despite that Saudi Arabia is supposedly a U.S. ally, the Saudi government under Crown Prince Mohammed bin Salman (MBS) is dealing with its U.S.-citizen critics more harshly than ever.

Almadi has been tortured in prison, forced to live in squalor and confined with actual terrorists — all while his family was threatened by the Saudi government that they would lose everything if they didn’t keep quiet

Nobody from the U.S. Embassy in Riyadh visited Almadi until May, six months after his arrest. At that meeting, Almadi declined to ask the U.S. government to intervene. Ibrahim said that Saudi jailers threaten to torture prisoners who involve foreign governments in their cases. In a second consular meeting in August, Almadi did ask for the State Department’s assistance in his case. He was then tortured, Ibrahim said.

Tehran has previously lodged a complaint against Iran International over its programming, but Ofcom ruled that the London-based television network had not broken any rules.

British newspaper The Guardian reported in Oct. 2018 that Iran International had financial ties to MbS. The Guardian charged that the TV network was "being funded through a secretive offshore entity and a company whose director is a Saudi Arabian businessman with close links to the Saudi crown prince." A month later, Iran International issued a statement denying any links to any governments, including Saudi Arabia, and insisted that it "does not advocate any movement or party or government." Some of Iran International's high-profile staff have stirred controversy for often expressing opinions on social media that may be in contravention of the outlet's editorial guidelines.

Iranian authorities have long taken issued with foreign-based Persian-language news networks, accusing them of being tasked with attacking the Islamic Republic. Salami's warning to the Saudi royal family comes as Tehran and Riyadh are working toward mending relations and re-establishing diplomatic ties. The IRGC commander's apparent criticism of Saudi media indicates that it will be brought up in the anticipated next round of talks between the two sides in Iraq.

The plan, to be funded by private Saudi and Emirati investors and executed by Egyptian firms that helped broaden the Suez Canal, also envisions the construction of five hotels, two ports and a free trade zone.

The $750 million project would have the dump ready for when Saudi Arabia inaugurates the first two of its 16 planned nuclear reactors in 2027. Saudi Arabia is reviewing proposals to build the reactors from US, Chinese, French, South Korean contractors and expects to award the projects in December.

Qatar’s more liberal Wahhabism of the sea contrasts starkly with the Wahhabism of the land that Prince Mohammed is seeking to reform. The crown prince made waves last year by lifting a ban on women’s driving, granting women the right to attend male sporting events in stadiums, and introducing modern forms of entertainment like, music, cinema and theatre – all long-standing fixtures of Qatari social life and of the ability to reform while maintaining autocratic rule.

A traditional Gulf state and a Wahhabi state to boot, Qatari conservatism was everything but a mirror image of Saudi Arabia’s long-standing puritan way of life. Qatar did not have a powerful religious establishment like the one in Saudi Arabia that Prince Mohammed has recently whipped into subservience, nor did it implement absolute gender segregation. Non-Muslims can practice their faith in their own houses of worship and were exempted from bans on alcohol and pork. Qatar became a sponsor of the arts and hosted the controversial state-owned Al Jazeera television network that revolutionized the region’s controlled media landscape and became one of the world’s foremost global English-language broadcasters.

Qatari conservatism is likely what Prince Mohammed would like to achieve even if that is something he is unlikely to acknowledge

“I consider myself a good Wahhabi and can still be modern, understanding Islam in an open way. We take into account the changes in the world,” Abdelhameed Al Ansari, the then dean of Qatar University’s College of Sharia, a leader of the paradigm shift, told The Wall Street Journal in 2002.

if built, the channel would suggest that geopolitical supremacy has replaced ultra-conservative, supremacist religious doctrine as a driver of the king-in-waiting’s policy

Other Qatar backed networks that were accused of incitement on official Gulf TV channels include Al Quds Al Arabi (Arab Jerusalem) newspaper which was founded in London in 1989, online Arabic news portal Arabi 21, the London based website Middle East Eye, the Arabic version of Huffington Post which is headed by former Al Jazeera boss Waddah Khanfar and Al Khaleej Al Jadeed (the New Gulf).

will also demand the expulsion of all Muslim Brotherhood leaders and their Hamas affiliate figures from Qatar, along with Azmi Bishara and Islamist writer Yasser Al-Za'atra. Other demands will include the sacking of Al Arab newspaper editor Abdullah Al Athba

It seems though the initial pressure has already somewhat worked on Qatar. Last week Doha deported Saudi activist Mohammed Al-Otaibi who arrived in Qatar in March, while a number of Hamas officials have left Qatar at the country’s request.

Qatar imports over 90 percent of its food, and by one estimate about 40 percent of that comes from the its only land border, which is now closed. Within hours photos started circulating on social media of Qatari supermarket aisles that have been emptied by panicked shoppers. Furthermore Gulf media has hinted at an escalation of the dispute with Qatari commercial and trade ties being severed next.

“FIFA has a human rights policy that guarantees press freedom, women’s rights and nondiscrimination,” said Minky Worden, the director of global initiatives for Human Rights Watch. “What the Qatar World Cup showed is that, if you have enough money, you can absolutely ignore those requirements.”

In 2016, Qatar said it would abide by the United Nations’ human rights code. In 2019, Qatar announced it would abolish kafala. In 2021, Qatar instituted a minimum wage. The Supreme Committee, Qatar’s World Cup host organization, created a workers’ welfare program for those who built World Cup infrastructure. By the sound of the first whistle last November, the country’s labor market was “radically transformed,” a FIFA spokesman said.“Would any of that have happened if they hadn’t hosted the World Cup?” said Mary Harvey, chief executive at the Centre for Sport and Human Rights. “Would kafala still be in place in Qatar if they hadn’t hosted the World Cup? That may not be the question people want to ask, but it’s important. … You don’t just flip the switch with a law change and expect an implementation is going to take hold. It’s going to take a generation probably to get this put in. But it’s still big change, and it’s change that is needed.”

Max Tuñón, head of the International Labor Organization’s Qatar office, said he has seen major improvements in working conditions for foreign laborers over the past five years.

We work all over the world, and we rarely see change happening at this pace

Rothna Begum, a Human Rights Watch researcher, has worked extensively in Qatar and visited with workers. (Unlike Saudi Arabia and the United Arab Emirates, Qatar’s government allows human rights groups to work in the country.) Begum said it is “not the case” that Qatar dismantled kafala in practice.“They didn’t do it properly, anyway,” Begum said. “They didn’t take away all the elements. They reformed aspects of the kafala system, but they didn’t dismantle the kafala system. The bits that they did reform, they are implementing in such a way that kafala still exists in practice.”

While workers can apply to change jobs, Begum said, she has found they must first give notice to their employer. If the employer does not sign a resignation notice, the worker cannot get permission from the government — “employer permission through the back door,”

“Qatari authorities — not just Qatari authorities but FIFA — sought to weaponize a narrative of Qatar being an underdog, that they were under attack in this double-standard way that no one else has been under attack before, and it’s because they are a Middle Eastern country,” Begum said. “Rather than dealing with the fact that they just did not come through with reforms and did not protect migrant workers who really contribute to the success of the World Cup and made sure they got their wages and compensated them for it, they instead used this narrative and weaponized it. We’re seeing the Saudis and UAE are moving in that direction.”

Qatar’s reforms also did not address the biggest cost of the World Cup: the migrant workers who died — in the thousands according to human rights groups, a number disputed by the Qatari government — while building stadiums and other infrastructure FIFA required after working in extreme heat on strict schedules. Human Rights Watch challenged whether Qatar could move forward with meaningful reform without compensating the families of the workers who died.

FIFA instituted its human rights policy in 2017 in response to criticism about Qatar. That policy may receive a more stringent test in coming years. Saudi Arabia, whose government has jailed and executed dissidents, submitted a bid to host the 2034 World Cup and is the favorite to host the tournament. Unlike Qatar, Saudi Arabia has not met with human rights groups.

“Shiite channels have been operating for years and have not caused strife or crises that Salafist channels ignite. This is because Shiite channels do not incite to violence and bloodshed and do not declare others to be infidels.”

Human rights activist and lawyer at the Association for Freedom of Thought and Expression, Ahmed Ezzat, told Deutsche Welle in 2012 that the law does not criminalize embracing or promoting the Shiite faith. Shutting down any Shiite channel or prosecuting any promoter of the Shiite ideology would be based on a broad application of the law against blasphemy of religions, he said.

“The legal criteria in shutting down any station would be based on its content and on whether or not it is viewed as blasphemy or incitement against any religion or belief."

“some Salafist channels, such as al-Hafez and al-Nas, were shut down in 2013.”

“What is happening is a part of the chaotic media and religious discourse. There are 121 religious channels broadcasting via Nilesat, including more than 60 Shiite channels, some of which explain Shiite ideas in a moderate way," he said. "Others are extremist and incite against the Sunni sect. Sunni channels respond also to such incitement with counterincitement. Thus, all extremist channels — be they Shiite or Sunni — need to be taken down.”

many Shiite channels are not at loggerheads with the state institutions, but rather with some Salafist parties.

the latest high-stakes clash between governments and communications providers over the flow of digital information.

“The U.A.E. has never been a place that offered much in the way of electronic privacy,” said Jim Krane, author of “City of Gold,” a history of Dubai. “The government makes no secret that it monitors electronic communication, including text messages, phone calls and e-mail. The revelation that secure BlackBerry data is frustratingly out of the government’s reach only confirms this.”

Analysts and telecommunications experts also believe that security concerns delayed the arrival of BlackBerry service in China. It is unclear what actions the company took, if any, to alleviate those worries.

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