FIFA contacted by broadcasters over possible Saudi sponsorship of women’s World Cup

Outraged broadcasters have written to FIFA to express concern about Visit Saudi’s potential and controversial sponsorship of the Women’s World Cup.

Sportsmail can reveal that both Australia-based Optus and New Zealand’s Sky made their sentiments clear to the governing body when news broke that a deal with Visit Saudi was being considered for the tournament, which will take place in the two countries this summer.

The issue has sparked a worldwide debate, with many, including some of the game’s best players, pointing out that Saudi Arabia’s human rights record and ban on same-sex relationships make that connection unpalatable.

Earlier this week, in a letter seen by this newspaper, FIFA responded to both broadcasters. In what some have taken as a strong hint that the deal will fall through, Romi Gai, chief commercial officer, says: “We can only point out that the media coverage and commentary (about Saudi Arabia) is purely based on speculation, and not on any information or statement from FIFA.’

Gai adds that FIFA is “strongly committed to gender equality and human rights.” And in what could be seen as a thinly veiled dig, he asserts that “a policy of engagement, rather than isolation, tends to produce more positive results,” adding that “the Australian and New Zealand governments engage with their counterparts exactly in the same way, and in a wide variety of businesses and economic sectors’.

Visit Saudi has been linked with the sponsorship rights of this year’s big tournament.

FIFA has not publicly announced the deal, but neither has it gone on record that it is dead in the water. That perceived lack of clarity has left Football Australia officials at all levels frustrated as it has been a few weeks since the initial story broke.

Team USA stars Alex Morgan and Megan Rapinoe called the prospect of Saudi sponsorship “bizarre” and “totally inappropriate.” Morgan urged FIFA to “do the right thing”, while Dutch striker Vivianne Miedema told FIFA she should be “deeply ashamed to even consider it”.

Football Australia said it would “not feel comfortable” with such a scenario saying it “would not align with our collective vision for the tournament and does not meet our expectations.”

However, that stance drew attention from some quarters due to events that unfolded last month at the 33rd Confederation of Asian Football Conference in Bahrain. At the summit, members from across the AFC, which Australia joined in 2007, called for approval of Saudi Arabia’s bid to host the 2027 Asian Cup, the continental version of the European Championship.

It is not yet clear if FIFA will reach an agreement with Visit Saudi to sponsor the competition.

In a public poll, those present were asked to vote yes or no and given the option to abstain. The question submitted was: ‘Do you approve the designation of the Saudi Arabian Football Federation as the host Member Association of the 2027 AFC Asian Cup?’ Australia voted yes. Their view is understood to be that while they are happy to promote the game globally, they are not comfortable promoting a nation that doesn’t align with their vision for the tournament.

Regardless, some have been less than impressed. “It seems strange that just a month ago Australia was quite happy to vote to host the Asian Cup in Saudi Arabia,” said a well-placed source who did not wish to be named. ‘So here we are a few weeks later and they’re making quite a fuss about a sponsorship deal with the same country that hasn’t been agreed yet. Either they have short term memory loss or they are just hypocritical.

Football Australia and FIFA declined to comment.