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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.

“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.