New Delhi: More than 100 top women’s football players, including Becky Sauerbrunn and Vivianne Miedema, have united in an open letter to protest FIFA’s sponsorship deal with Saudi oil giant Aramco. The partnership, which will sponsor the 2027 Women’s World Cup in Brazil, has drawn heavy criticism due to Saudi Arabia’s record on human rights, particularly its treatment of women and LGBTQ+ people, as well as Aramco’s environmental impact.
The players argue that the deal contradicts FIFA’s commitments to human rights and climate sustainability. Sauerbrunn voiced concern for the safety of women in Saudi Arabia, saying, “The rights of women, LGBTQ+ rights, and the health of the planet need to take priority over FIFA making more money.” Miedema added that the sponsorship directly opposes what women’s football stands for. The letter demands that FIFA seek alternative sponsors whose values better align with gender equality and human rights.
What is the controversy about?
Becky Sauerbrunn and over 100 women’s soccer players protest FIFA deal with Saudi oil giant Aramco https://t.co/BjTu5pt1YL
— The Associated Press (@AP) October 21, 2024
In April, FIFA announced a sponsorship deal with Aramco, aligning with Saudi Arabia’s increasing influence in world football. The move is part of a broader strategy by Saudi Arabia to use sports to strengthen its global image, a practice many critics have labelled “sportswashing.” The kingdom has faced ongoing criticism over its treatment of women and LGBTQ+ individuals, and environmentalists have raised alarms about Aramco’s massive contribution to global fossil fuel emissions.
For many players, this partnership goes against FIFA’s stated commitments to human rights and climate protection. The letter calls for the deal to be scrapped, stating that this type of sponsorship is “much worse than an own goal.” The letter emphasises the need for sponsors whose values align with gender equality, human rights, and sustainability.
Becky Sauerbrunn, a vocal advocate for women’s rights, has expressed concerns over women imprisoned in Saudi Arabia. In a statement via the campaign group Athletes of the World, she was vocal about the safety of those women, along with women’s rights, LGBTQ+ rights, and the planet’s well-being, which should be prioritised far above FIFA’s pursuit of more profit.
Players believe that FIFA’s deal with Aramco directly contradicts its commitments. Vivianne Miedema echoed these sentiments, stating that the sponsorship “is contradicting FIFA’s commitments to human rights and the planet.”
Players demand action from FIFA
Has women’s #football so easily been set “so far back that it’s hard to fully take in” as 100 women players suggest in their letter calling on #FIFA to cut its sponsorship with the Saudi oil giant Aramco?
Women’s sport, and even more than that, women’s abilities to contribute to… pic.twitter.com/6cUH52ez88— Tracey Holmes (@TraceyLeeHolmes) October 23, 2024
The letter signed by Sauerbrunn, Miedema, and many other high-profile players calls for more than just the cancellation of the Aramco deal. It demands that FIFA replace Aramco with sponsors that prioritise ethical standards, including gender equality, human rights, and environmental responsibility. The players also want to be involved in future decisions. They are pushing for the establishment of a review committee, which would include player representatives to ensure ethical considerations are prioritised in future sponsorship deals.
Despite this backlash, FIFA has defended its partnership with Aramco, claiming that the revenue from sponsorships helps fund the development of women’s football. A FIFA spokesperson responded to the letter, stating, “FIFA values its partnership with Aramco and its many other commercial partners,” adding that the funds generated are reinvested into the sport at all levels.
However, this justification has not convinced many of the players. They argue that the long-term harm of associating women’s football with a company that contributes heavily to fossil fuel emissions outweighs any immediate financial gains.
Saudi Arabia’s growing influence in football
This controversy is not happening in isolation. Saudi Arabia’s involvement in global sports, especially football, has been growing steadily. The kingdom is also expected to host the 2034 Men’s World Cup, as it remains the only candidate for the tournament. Saudi Arabia has invested heavily in various sports, including golf and Formula One, which has led to accusations of using sport to improve its image internationally.
As the 2027 Women’s World Cup approaches, it remains to be seen how FIFA will respond to the players’ demands. For now, the deal with Aramco continues to raise serious ethical questions about the future of sponsorship in sports and how much influence players should have in shaping those decisions.
