FIFA has received widespread criticism over its plans to allow a Saudi tourism company to sponsor the upcoming 2023 Women’s world cup.
The sponsorship deal, which is yet to be formally announced, is part of a new commercial partnership that FIFA has set up to allow more brands to support the women’s game.
One of the brands involved in the deal is Visit Saudi, a tourism agency that forms part of the country’s Ministry of Tourism.
Insiders within FIFA have claimed that the deal will deliver a significant stream of finance which will be reinvested into women’s football.
However several high-profile figures in the game have spoken out against the deal, citing the gulf states poor human rights record.
“Morally, it just doesn’t make sense,” said two-time world cup winner and USA forward Alex Morgan.
“It’s bizarre that FIFA has looked to have a Visit Saudi sponsorship for the Women’s World Cup when I, myself, would not even be supported and accepted in that country.”
According to human rights groups such as Amnesty International, women in Saudi Arabia are still facing discrimination in areas such as marriage, family, divorce and in employment despite recent reforms.
The rights of LGBTQ+ people are also severely repressed in the religiously conservative country, with same-sex relationships being illegal under the state’s strict interpretation of Sharia law.
Members of the LGBTQ+ community in Saudi Arabia have reportedly faced beatings, torture and imprisonment by local authorities who are often accused of human rights violations.
If the deal does come to fruition, it will represent an even further encroachment into the game by the Saudi state. Which has been accused of using its involvement in football as a form of sports washing.
The takeover of Premier League club Newcastle United back in 2021 sparked controversy due to the involvement of a consortium featuring the Saudi Public Investment Fund.
This year’s upcoming world cup is expected to be watched by over two billion people, highlighting the rapid rise of the women’s side of the game.
The tournament, which starts on the 20th of July and ends on the 20th of August, is being hosted in both Australia and New Zealand. Making it the first senior world cup for either gender to be held across multiple confederations.
Both the Australian and New Zealand football authorities have criticised the sponsorship proposals, whilst also claiming that the world governing body failed to consult them on the matter.
In a statement released after the plans were made public, the Australian FA said that “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.”
“If these reports prove correct, we are shocked and disappointed to hear this as New Zealand Football haven’t been consulted by FIFA at all on this matter,” said the New Zealand FA.