strategy change
The Dakar Rally remains a familiar name, but the journey now often begins and ends in places far from its original point in Dakar. In recent years the event has moved to Jeddah and is planned to stay in Saudi Arabia, with arrangements already in motion for other destinations such as Damman. This shift reflects a broader trend in international sports where a country hands its event duties to a new locale while keeping the historic brand alive. The same pattern shows up in other major competitions that have travelled beyond their founding borders, including soccer competitions tied to Spain despite movements elsewhere.
That is part of a larger strategy to normalize certain realities, even when they are controversial. The same phenomenon was observed when the World Cup was staged in Qatar, where organizational success tempered the initial boycott threats and early criticisms about rights issues. In short, the pursuit of global visibility through sport can blur difficult questions about governance and human rights over time.
Sports washing—using major sporting events to improve a country’s international image—has a long history, and it has accelerated in regions with growing influence. The Middle East has taken the approach to new levels, building on earlier experiences in surrounding countries and adopting ambitious programs to attract tournaments and sponsorships that reshape global perceptions.
Also Formula 1
The reach of Saudi Arabia in world sports extends well beyond its alliance with football’s governing bodies. The Dakar Rally has been a feature since 2020, and the country hosted a Grand Prix for two years. There has been talk of relocating additional teams or operations to Saudi soil, signaling a broader ambition in high-profile motorsport. The kingdom’s footprint in Formula 1 and related disciplines continues to grow as part of a wider pattern of investment and strategy shifts seen in the region.
Football remains a centerpiece of this push. Following the models seen in Qatar and the United Arab Emirates, the Saudi sovereign wealth fund has expanded its portfolio. Ownership moves and high-profile signings have multiplied, creating a new dynamic in leagues abroad and raising questions about the balance between sport and economic power. The acquisition and activity around clubs in top leagues have attracted global attention and reshaped competitive landscapes in ways that invite ongoing commentary and scrutiny.
Significant media moments accompany these moves. A prominent signing by a Saudi club illustrated the scale of investment and its potential impact on player markets. While the precise figures often invite debate, the overall effect is clear: top talent and high-value contracts are increasingly part of the regional sports strategy, signaling a sustained push for global prominence.
In the medium term, the regime appears intent on expanding its role on the world stage for sport and, inspired by successes elsewhere, eyes possibilities for hosting major tournaments. Ambitions for a future global event are discussed within football governance circles, alongside plans that could influence the distribution of major competitions in the coming decade. Whether these plans come to fruition remains a topic of informed speculation, but the ongoing financial and organizational commitments are evident, underscoring a deliberate strategy to enlarge the country’s footprint in international sport. [citation attribution]