Cricket's Golden Opportunity: Saudi Arabia Makes a Big Splash by Hosting the IPL Mega Auction
Jeddah, Saudi Arabia - In a move that has left many in the sports world abuzz, Saudi Arabia took its sporting ambitions to new heights this weekend by hosting the two-day Indian Premier League (IPL) mega-auction. The kingdom's high-stakes bid for control of cricket in India comes just months after trying to buy the International Cricket Council and host the 2025 World Cup.
Scholars describe Saudi's sporting endeavors as "power projection by consent," a strategy aimed at gaining acceptance and distracting from human rights issues through engagement with sports. By wooing top names in each sport, Riyadh is hoping to legitimize its image and reap the benefits of international sporting success.
Tennis, in particular, has been a key target for Saudi's attempts to burnish its reputation. The kingdom hosted the WTA Finals recently, splurging on lavish amenities and securing key endorsements from top players like Coco Gauf and Judy Murray. Former tennis stars have come forward to express their support for change, with many praising the initiatives introduced by Saudi.
"I know that sometimes it's hard to agree on things, but I believe in gradual progress," said Gauf, who spoke about her reservations regarding human rights issues in Saudi Arabia but still competed in the tournament. Her sentiments were echoed by others including Murray and Ons Jabeur, a Moroccan tennis star.
Similarly, Saudi has courted top talent from other sports like football, golf, and snooker, securing notable endorsements from household names such as Cristiano Ronaldo, Lebron James, Giannis Antetokounmpo, Phil Mickelson, Ronnie O'Sullivan, and Anthony Joshua.
In the case of golf, the kingdom's LIV Golf outfit pulled off a major coup by poaching several top players and turning the international sporting community against the PGA. Meanwhile, snooker legend Ronnie O'Sullivan signed a lucrative three-year ambassadorial deal with Saudi Arabia.
While Riyadh has made some gains in gaining acceptance from influential figures in sports, questions remain about the kingdom's true motives for pursuing these high-profile endorsements. As one observer noted, "You don't have to be convinced that they are good for the game; you just need to think that it could be better for everyone."
With Saudi Arabia now eyeing Test cricket next, many expect this ambition will continue unabated in the coming months and years to come. Will Riyadh's bold move to host the IPL mega-auction pay off as a PR coup? Or is this merely another attempt by the rich and powerful kingdom to rewrite its image in the public eye? Only time will tell.