To those watching closely, the pace of Saudi Arabia’s generational shift in culture, perspective and policy is astonishing.
Under Crown Prince Mohammed bin Salman (MBS), the kingdom is striving to redefine its identity and its role on the global stage. Through Saudi Vision 2030, Saudi Arabia is on a transformative journey to diversify its economy, modernize its society and assert itself as a leader in areas like tourism, entertainment and sport.
Champions of this change argue that it’s rooted in the evolving values of the next generation of Saudis. They say it’s not about chasing western ideals, but about empowering the country to be a regional and global leader.
More cynical observers have called it “sportswashing.” Recently, more than 100 international women’s soccer players urged FIFA to reconsider its partnership with oil giant Saudi Aramco, labelling it a “middle finger to women’s soccer,” due to Saudi Arabia’s record on women’s and LGBTQ+ rights.
Similar criticisms have been levelled at the kingdom’s growing influence on global sports — from hosting major boxing events, launching LIV Golf and signing soccer superstar Cristiano Ronaldo.
Their concerns are legitimate, but often lack nuance and perspective. Having recently spent over a year working in Saudi Arabia for Aramco, I’ve experienced firsthand the successes and challenges of a country, and a society, navigating immense and complex change.
Saudi Arabia’s remarkable evolution cannot be separated from its history and its geography. Founded 92 years ago, the kingdom and its people have gone from Bedouin nomads to G20 leaders in a single lifetime. Its path has been shaped by conservative interpretations of religion, tribal traditions and immense wealth generated by oil.
Compared to Canada and other western countries, which have had centuries to evolve, Saudi Arabia is still in its infancy as a country. While Western societies are woven from diverse threads of individual freedom, secularism and pluralism, Saudi Arabia’s fabric has been shaped by strict interpretations of religious texts and tradition. For context, 92 years after its independence, the United States had only just abolished slavery.
With MBS at the helm and Yasir Al-Rumayyan, governor of the Public Investment Fund and chairman of Saudi Aramco, as his right-hand man and key strategist on crucial economic diversification initiatives, Saudi Arabia is boldly embracing modernization.
Women can drive, travel independently and choose their own clothes — and the once-brutal morality police have been defanged. These changes were unthinkable a decade ago. They represent a generational shift in a society that’s deeply rooted in tradition.
However, these reforms coexist with real and ongoing challenges. The brutal 2018 murder of journalist Jamal Khashoggi, its treatment of foreign labourers and its restrictions on LGBTQ+ rights cast long shadows over the kingdom.
Nevertheless, dismissing its efforts as “sportswashing” oversimplifies a complex reality, and overlooks those who are benefiting from the progress that’s been made. Sport is central to Saudi Arabia’s goal of diversifying its economy and making itself a global tourism destination.
From luring Ronaldo away from Manchester United, launching LIV Golf and preparing to host the 2034 FIFA World Cup, the kingdom is making bold moves. Yet, as Saudi Arabia steps into the global spotlight, it invites scrutiny — and that’s a good thing.
Critics, including LGBTQ+ athletes, question Saudi Arabia’s readiness to host inclusive events like the Women’s World Cup. Concerns about how LGBTQ+ players and fans will be treated reflect broader fears about the country’s human-rights record. These are valid questions that Saudi rulers must address proactively and transparently if they wish to be seen as a global partner. We should at least let them try.
During my time in the kingdom, I encountered a diverse range of religious beliefs. More often than not, I was met with tolerance, warmth and hospitality. However, I could easily sense when my very presence and my western ways made some people uncomfortable. While this sometimes created awkward moments, it never offended me. I moved to the kingdom with my own western biases, but committed to keeping an open mind.
Although it is still relatively rare for Saudis to openly share their sexuality, I crossed paths with members of the LGBTQ+ community at various events and social gatherings. They often conveyed a sense of cautious optimism about the future. Despite the limited societal acceptance they face, they hope and believe that meaningful change is on the horizon if the kingdom continues along its present path.
Before taking on my role at Aramco, I spent a good chunk of my career in politics. During that time, I navigated a landscape rife with complex domestic and global challenges. My experience in politics taught me that the key to success in almost everything is communication and meaningful engagement.
That’s why I believe engagement, rather than isolation, is the key to further progress in Saudi Arabia. Western countries have their own histories of inequality and injustice. But engagement is the best form of reconciliation and progress.
In Canada, we’re still grappling with our history of mistreatment of Indigenous peoples — progress is not linear and is often filled with setbacks. But as the late Murray Sinclair said, “We have to learn how to talk to, and about, each other with greater respect than has been the case in the past.”
Boycotting sponsorships or isolating Saudi Arabia will not drive meaningful change. Instead, we have to foster continued dialogue and collaboration.
Acknowledging Saudi Arabia’s progress does not ignore its shortcomings. The kingdom has significant work to do, particularly regarding human rights and the treatment of marginalized people. But dismissing its efforts risks missing the bigger picture — a society in the midst of profound change in a region that’s deeply opposed to it.
Saudi Arabia’s investments in sports and culture reflect a genuine desire to redefine its identity and join the modern world. If we prevent them from doing so, can we really say we care about marginalized people?
As someone who has witnessed these changes first hand, I believe we should approach Saudi Arabia with cautious optimism. Criticism is necessary but must be balanced with a recognition of the progress that’s been made. Change is never easy and real progress takes time, especially in a society as deeply traditional as Saudi Arabia’s.
But the steps taken so far are significant and by working together, the international community can help ensure greater inclusivity and openness. While Saudi Arabia might not be ready to roll out the rainbow carpet for WorldPride just yet, we must acknowledge that evolution takes time, and incremental steps toward inclusivity are better than no steps at all.
National Post
Sharan Kaur is a partner at Sovereign Advisory, a former head of crisis communications and issues management at Saudi Aramco and an experienced political advisor.