More than 100 professional women’s footballers are banned from coming face to face with Saudi oil major Aramco as the World Football FIFA has become a sponsor until the group ends a range of partnerships with it, claiming the deal feels like a ‘kick in the stomach’. In June this year, FIFA entered into a partnership with the Saudi Arabia state-owned firm with the deal running through until 2027, giving Aramco exclusive sponsorship of the 2026 Men’s FIFA World Cup and the 2027 FIFA Women’s World Cup.
Football players targeting FIFA demanding the organization to rethink the deal mainly due to humanitarian and environmental crises. One of the signatories, Manchester City striker Vivianne Miedema, underlined, that the footballers of women’s teams also should fight for what is right. Miedema said: “This sponsorship does not in any way reflect the values of FIFA or what us women footballers represent. In my opinion, if FIFA is willing to set the precedent they should select sponsors that do the same.
The organization responding to the sponsorship has been FIFA-supported the partnership, claiming that the revenues for sponsorship are channeled toward women’s football at all levels.
Why is the Saudi Deal Controversial?
So some critics of Saudi Arabia already complained about sportswashing – the use of sports to enhance the image of any nation. It has been accused of human rights violations, and women abuses, and the GOP has criminalized homosexuality. In addition, Aramco, labeled as one of the world’s largest corporate greenhouse gas emitters, is seen to be an unwelcome presence on the sport’s major sponsoring platform. Currently, the company has engagements with Formula One, the Ladies European Tour in golf, and the International Cricket Council.
Aramco has not yet replied to the letter but in prior communications, the company said it had one of the lowest upstream carbon footprints in the industry.
The players, with over 2,300 international caps between them, include England's Niamh Charles and the captains of Canada and Italy. They are supported by Athletes of the World, an organization that advocates on issues like climate change and poverty. Danish international Sofie Junge Pedersen, one of the letter's authors, described the sponsorship as "worse than an own goal," asserting that women’s football deserves better.
The letter calls for FIFA to seek sponsors whose values align with gender equality, human rights, and environmental sustainability. Pedersen also suggested the creation of a player-led committee to have a say in future sponsorship decisions.
Both Pedersen and Miedema agree that alternative sponsors should be sought, even if they bring in less money. Miedema warned that if Aramco remains a sponsor for the 2027 Women’s World Cup, players may take further action. She pointed out that women’s teams have previously boycotted events to stand up for their beliefs, adding, “There will be a lot of attention and things happening around the World Cup if this deal stays in place.”
FIFA's Response
FIFA has announced plans to create a committee for women’s football, which would include player representation, but this has not yet been established. FIFA emphasized that its partnerships, including the one with Aramco, help reinvest in the game. The organization noted that commercial revenues are being directed toward developing women’s football, citing the record-breaking 2023 Women’s World Cup and FIFA’s updated Women’s Football Strategy for 2023-2027.
NEXT MORE
How to Watch Serie A in the US: Live Streams, TV Channels, and Fixture Schedule
How to Watch Bundesliga in the US: Live Streams, TV Channels, and Fixture Schedule
UEFA Cuts Ticket Prices for Away Fans in European Club Competitions
Real Madrid's 2024-25 Champions League Group Stage Schedule
Complete fixtures and results for the 2024/25 UEFA Nations League group stage
How to Watch Champions League in the US: Live Streams, TV Channels, and Fixture Schedule
