From Wikipedia: ‘Sportswashing is the practice of an individual, group, corporation, or nation-state using a major or prestigious international sport to improve its reputation, through hosting a sporting event, the purchase or sponsorship of sporting teams, or by participation in the sport itself.’
That seems to cover what the Saudi Government is doing with golf both through the Greg Norman led LIV Golf Investments and their rumoured (though yet to materialise) ‘Super Golf League’.
Based on the figures being reported to date, it would be all but impossible to make a legitimate business case for what the Saudis are doing so there has to be a different motive.
Consider that last week’s Saudi International is estimated to have burned through US$20 million in appearance fees and there are reports suggesting a pool of US$2 billion is available to spend on the Super League and the size of the venture begins to take shape.
"Leaving aside the lack of a business case, sportswashing seems the most likely motivation for what the Saudis are doing and, again, one can’t help but wonder what sort of return on investment they are expecting or indeed getting." - Rod Morri.
Even at the highest levels of the game, though, it’s difficult to imagine making a return on investment of that magnitude, especially if there is no involvement by Tiger Woods.
Relying on the names most often linked with the Super League concept – Bryson DeChambeau, Ian Poulter, Lee Westwood, Phil Mickelson and Henrik Stenson – would seem, at best, a risky proposition.
No disrespect to any of them but – DeChambeau aside – all are well into the back nine of their careers.
So, leaving aside the lack of a business case, sportswashing seems the most likely motivation for what the Saudis are doing and, again, one can’t help but wonder what sort of return on investment they are expecting or indeed getting.
The murder of journalist Jamal Khashoggi is an unlikely topic for coverage in major golf publications but has had more than its fair share of mentions since the Super League concept was first mooted.
Indeed, it would be difficult to find any commentary within the game not highly critical of the Saudi government and those considering joining forces with them.
‘Murderous regime’ and ‘blood money’ are terms frequently used when discussing the Super League, hardly an endorsement for the power of sportswashing.
However, that hasn’t deterred the Saudis from pouring money into numerous sports from horse racing and Formula 1 to recently purchasing English Premier League Club Newcastle United.
The goal of all these investments is to reduce Saudi dependence on oil revenue and create a future economy more focussed on tourism and leisure.
Clearly, golf (or more accurately professional golf) is merely one tool in this endeavour and while there is little, if any, obvious benefit to the game the same might be said for those doing the financing.
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