Saudi Arabia’s state-owned oil company, Aramco, has recently partnered with Fifa to solidify their sponsorship rights for upcoming World Cup tournaments. This deal extends until 2027 and includes sponsorship for the men’s World Cup in 2026 and the Women’s World Cup the following year. The partnership reflects Saudi Arabia’s growing influence on the global sporting stage, with critics accusing the country of using high-profile events to improve its international reputation through ‘sportswashing’.
Despite concerns about the environmental impact of such partnerships, Fifa will determine the hosts of the upcoming tournaments later this year. Campaign group Fossil Free Football has raised alarm over the partnership, criticizing Aramco and the Saudi state for promoting fossil fuels on a global platform. They argue that Fifa should sever ties with big polluters for the sake of fans and players. Despite being the world’s largest corporate greenhouse gas emitter, Aramco claims to have a low carbon footprint compared to others in the industry.
The debate surrounding the role of big polluters in sports sponsorship continues to raise awareness about the environmental responsibilities of global entities. As such, it remains a topic of concern for sustainability advocates who are pushing for more environmentally conscious practices in all aspects of life, including sports. With this new partnership between Fifa and Aramco, it will be interesting to see how both parties navigate these challenges and what impact they will have on global sports and sustainability efforts.
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