Dr. Mahfoud Amara
There has been extensive discussion surrounding the value of Arab investment in global sports, particularly football. This conversation gained further momentum when Qatar won the bid to host the 2022 FIFA World Cup, and it continued throughout the tournament. Criticism arose regarding the perceived lack of football culture and concerns about the compatibility of the host nation’s culture with global football (subculture and carnival). However, the outcome of the World Cup presented a different perspective—one that was not surprising to those familiar with or residing in the region—showcasing excellent organisation, enthusiasm and passion around the game.
Many commentators tend to emphasise more the political dimension and overlook the profound impact of investments from the Arab region, specifically Qatar, the UAE, and more recently, KSA. The region is emerging as a significant partner in the global football business. Through direct ownership of European clubs like PSG in France, Manchester City and Newcastle FC in England, Arab investments have transformed these clubs into international brands competing for domestic and European titles (despite the disappointment yet again around the PSG of Messi, Neymar and Mbappe in the UEFA Champions League) . The investment has attracted top international players to these clubs, ultimately influencing clubs performance, as well as the overall league and even national teams (as players from the national squad compete against world-class players in these leagues).
Arabs are also investing in sponsorship deals with European clubs, football leagues, and competitions. This has brought substantial revenues, particularly noteworthy considering the unstable geopolitical and economic conditions impacting the European economy and affecting football finances (such as the effects of COVID-19 and the recent war in Ukraine, affecting Russian investment in European football).
Additionally, the role played by beIN Sports TV Network in broadcasting major football leagues and competitions worldwide, including the Middle East and North Africa, North America, Asia and Australia, cannot be overlooked. This network provides millions of spectators around the globe with access to top European leagues and competitions, contributing to the expansion of the market for so-called “distance fans” who are potential consumers of various European clubs’ merchandise. Moreover, there is a growing trend of planning travel for football fans (including families) from the GCC region to attend major derbies in prominent European leagues. This trend involves airline companies (who often act as major sponsors of European clubs), travel agencies, and the hospitality and retail sectors.
It is also worth mentioning the numerous other opportunities that Arab investments, particularly from the GCC, offer in European football, such as real estate portfolio expansion and property development, including the construction of new stadiums in cities like Paris, Manchester, and more recently, Newcastle.
Last but not least, it is important to acknowledge the contribution of investments from the region in signing professional players from Europe, Africa, and Latin America to play in domestic leagues in the GCC. Notable examples include the record signing of Cristiano Ronaldo by Al Nasr, and there are already rumours circulating about the possibility of Lionel Messi joining Al Hilal. Both players are involved in promoting Saudi Arabia for the Saudi 2030 bid for the FIFA World Cup and Saudi tourism.
These examples illustrate the current significant impact and future strategic positioning of GCC investments in European football and beyond.
Dr. Mahfoud Amara is an Associate Professor in Sport Social Sciences and Management at Qatar University.
