Fifa has recently announced a collaboration with Aramco, the state-owned oil company of Saudi Arabia. This partnership is set to last until 2027, granting Aramco sponsorship rights for both the men’s World Cup in 2026 and the Women’s World Cup the following year.
Aramco already has existing sponsorship agreements in Formula 1 and is a partner of the International Cricket Council. Fifa President Gianni Infantino expressed his appreciation for Aramco’s support of world-class events and their dedication to developing grassroots sport initiatives.
This collaboration further solidifies Saudi Arabia’s growing influence in the global sports arena. However, critics have accused Saudi Arabia of utilizing sport and high-profile events to enhance its international reputation, a practice commonly referred to as ‘sportswashing’.
The country has faced criticism for various issues, including human rights violations, the murder of journalist Jamal Khashoggi in 2018, women’s rights abuses, the criminalization of homosexuality, restrictions on free speech, and involvement in the war in Yemen.
The climate impact of world governing body Fifa has come under further scrutiny with the recent sponsorship deal involving Aramco, the largest oil producer globally.
The decision to host the 2030 World Cup across six countries on three different continents has faced criticism from environmental groups. However, Fifa has assured that it will take necessary measures to minimize the environmental consequences.
In June 2023, a Swiss regulator accused Fifa of making false claims regarding the reduced environmental impact of the 2022 World Cup held in Qatar. In response to the Fifa-Aramco deal, Fossil Free Football, a campaign group, expressed concerns about Saudi Aramco and the Saudi state’s commitment to perpetuating fossil fuel dependency.
They emphasized that this sponsorship provides them with a significant platform to promote their polluting products and attempt to improve their public image.
Fossil Free Football urged Fifa to sever ties with major polluters, stating that both fans and players deserve better. Greenpeace spokesperson labeled this deal as an “own goal” for Fifa and a blatant example of sportswashing.