Washing away a tarnished reputation by trying to associate it with something positive is one of the oldest and most popular public relations strategies. In the world of sports, this phenomenon is called sports.
The Football Stars Fund, where the main sponsor’s logo is located next to the club’s badge, is one of the most attractive advertising spots in the world. Of course, it attracts all kinds of large companies, including those that need to improve their image.
Dictatorial state-owned corporations sponsor the top teams in Europe’s biggest football leagues. And nowadays, countries buy entire clubs – like Manchester City, Newcastle and Paris Saint-Germain.
Olof Lund: “Maybe it works”
Gulf countries are pouring billions into European football projects. Are they getting value for money?
– If you see what’s happening on the field, with great players and great football, maybe it works if it connects the spectator with the owner, says football journalist Olof Lund. Book now with Templet i öknen – So Qatar bought the world’s largest sport.
But sports washing can end up with its own ends. Football investments have also highlighted the shady sides of the owners. And the fans are divided.
– Some supporters think it’s not true, others agree, and there’s no collective reaction to that. But we’re getting better at bringing it up and discussing it, says Olof Lunde.
Is your soccer team owned by a dictatorship? – Here’s the list
What is with you: Saudi Sovereign Wealth Fund (80%)
stars: Alexandre Isaacs, Alain Saint-Maximin, Jolinton
League: Premier League, Great BritainAt the end of August, Alexander Isak transferred La Liga to the Premier League in a €75m deal. The amount meant a new transfer record, but the newly wealthy Newcastle United could afford it. In October 2021, the club was bought by the Saudi government investment fund and since then billions have started to circulate.
Saudi Arabia is ruled by the country’s powerful royal family headed by Crown Prince Mohammed bin Salman. Last year, 6.7 million foreign workers in Saudi Arabia were given the right to change jobs and leave the country without their employer’s permission for the first time. But the reforms do not cover 3.6 million foreign workers, including domestic workers. In Saudi Arabia, dissidents are imprisoned and trade unions are outlawed.
What is with you: Qatar Sports Investment
stars: Lionel Messi, Neymar, Kylian Mbappe
League: Ligue 1, FranceQatar bought Paris Saint-Germain in 2011. The following year, Zlatan Ibrahimovic was brought in as a senior label name. The Gulf state is an absolute monarchy ruled by Emir Tamim bin Hamad Al Thani.
Since Qatar was awarded the bid to host the men’s soccer World Cup in 2022 just over ten years ago, some 7,000 migrant workers have lost their lives in the country. The principality has been praised for abolishing the so-called sponsorship system, which was often compared to modern slavery, but unions were still outlawed.
What is with you: Abu Dhabi Group (78%)
stars: Erling Haaland, Kevin De Bruyne, Phil Foden
League: Premier League, Great BritainIn 2008, Manchester City was bought by the Abu Dhabi Group, headed by the Deputy Prime Minister of the emirate, Sheikh Mansour bin Zayed bin Sultan Al Nahyan.
Abu Dhabi is a part of the United Arab Emirates where nearly 90 percent of the workforce comes from poor countries in South and Southeast Asia. The kafala system gives the employer far-reaching power over the employees. For example, a guest worker who has been fired must leave the country.
What is with you: Abu Dhabi group (47%)
stars: Yangel Herrera, Tati Castellanos, Oriol Romeo
League: La Liga, SpainOn October 30, Girona drew against giants Real Madrid at the Santiago Bernabéu in Madrid. Girona’s starting line-up included two players on loan from Manchester City and one from New York City. The explanation is simple – the teams have the same owner.
Abu Dhabi, through its City Football Group, owns teams such as Melbourne FC (Australia), Mumbai City FC (India) and Palermo FC (Italy). Since 2017, Girona has also been part of the emirate’s football empire.
What is with you: Suning Holding
stars: Lautaro Martinez, Romelu Lukaku, Milan Skriniar
League: Serie A, ItalyThe owner of Inter Milan, who has a majority in China, is said to be about to sell the club to the Saudi sovereign wealth fund, which already owns Newcastle United and wants to expand in Serie A. The last time Inter Milan won the Scudetto was in the 2020-21 season and finished second last year.
10 clubs sponsored by rogue states
Over the years, a long line of football clubs in Europe’s most prestigious football leagues have been sponsored by companies linked to non-democratic countries.
AC Milan Sponsored by Dubai-owned Emirates Airlines.
Arsenal – Sponsored by the Dubai-owned airline Emirates, which also gave its name to the London club arena.
Atletico Madrid It was previously sponsored by the Azerbaijan Tourism Board.
Barcelona – It was sponsored by Qatar Airways, the country’s state-owned airline, but the Spanish club chose not to renew the deal, citing “social issues”.
Bayern Munich – Sponsored by Qatar Airways, the country’s state-owned airline.
Manchester United – It was sponsored by the Russian state-owned airline Aeroflot until last spring, but the British club ended the deal when Russia invaded Ukraine.
Manchester city – The club owned by the Emirate of Abu Dhabi and sponsored by Emirates Airlines, Etihad.
Olympic Lyon Sponsored by Dubai-owned Emirates Airlines.
real madrid Sponsored by Dubai-owned Emirates Airlines.
Schalke 04 It was sponsored until last spring by Russia’s state-owned airline Gazprom, but the German club ended the deal when Russia invaded Ukraine.
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