Saudi’s LIV Golf Playbook: How It’s Buying Soccer, Boxing, and Esports

Backed by vast financial reserves, Saudi Arabia’s Public Investment Fund (PIF) has rapidly become a dominant player in international sports, directing substantial capital into golf, football, combat sports, and the competitive gaming world. This expansive investment strategy, while diversifying the kingdom's economy under Vision 2030, also serves as a calculated effort to reshape its international image—a practice often termed "sportswashing."

LIV Golf: Disrupting the Fairway

LIV Golf, launched in 2021 with PIF backing, has challenged the traditional golf hierarchy by offering lucrative contracts and a revamped tournament structure. Despite facing operating losses nearing $394 million in 2023, the PIF has committed nearly $5 billion to the venture, underscoring its strategic importance beyond immediate financial returns.

The 2023 unification of LIV Golf and the PGA Tour signaled a major turning point, embedding Saudi financial influence at the heart of elite professional golf and reshaping the sport's power dynamics.

Soccer: From the Pitch to Global Influence

Saudi Arabia's foray into soccer is multifaceted. The acquisition of Newcastle United in 2021 signaled its intent to embed within European football. Domestically, the Saudi Pro League has attracted global stars like Cristiano Ronaldo and Karim Benzema with record-breaking contracts.

The kingdom's successful bid to host the 2034 FIFA World Cup and its participation in the 2025 Concacaf Gold Cup further illustrate its ambition to position itself as a central player in global football.

Boxing: Entering the Ring

Saudi Arabia has become a prominent venue for high-profile boxing matches, hosting bouts like Anthony Joshua vs. Andy Ruiz Jr. II and Tyson Fury vs. Francis Ngannou. In 2025, a partnership between TKO Group Holdings and Saudi entities aims to launch a new boxing promotion, reimagining the sport's structure and further entrenching the kingdom's influence.

Esports: Leveling Up Digital Ambitions

Seeing the rapid growth of the esports industry, Saudi Arabia has made bold moves through ventures like Savvy Games Group—buying into leading gaming firms and launching large-scale events such as the Esports World Cup—to establish itself as a global hub for competitive gaming. These initiatives aim to position the kingdom as a global gaming hub, aligning with its broader economic diversification goals.

The Broader Implications

While these investments bolster Saudi Arabia's global presence, they also raise concerns about the use of sports to divert attention from human rights issues. Critics argue that such strategies normalize authoritarian practices under the guise of entertainment and economic development.