A leading human rights group has described a sponsorship deal between Concacaf and the Saudi Arabia Public Investment Fund (PIF) as sportswashing, criticizing the 2026 World Cup host confederation as complicit in covering up the murders of journalists and the oppression of women and men. human rights activists.
Concacaf, the confederation that includes countries from North and Central America and the Caribbean, announced its partnership with the Saudi sovereign wealth fund claiming in August that Saudi Arabia’s investment will “increase the number of youth tournaments and community programs it manages in its region”.
Concacaf president Victor Montagliani said at the time of the announcement that “we are very pleased to announce this new strategic partnership that will support the confederation in developing all levels of football in our region… Interested in [football] is growing rapidly in our confederation.”
The 2026 World Cup is co-organized by Concacaf members from the United States, Canada and Mexico.
However, the deal between Concacaf and PIF has drawn criticism from a leading non-governmental organization which claims Concacaf ignored FIFA’s legal human rights requirements in approving the deal.
“Concacaf will host the largest ever World Cup with 48 teams,” said Minky Worden, director of Global Initiatives for Human Rights Watch. “The Saudi Public Investment Fund is credibly involved in blatant human rights violations and one of the world’s most beloved sporting events should in no way be associated with horrific repression in Saudi Arabia.
“Concacaf’s sponsorship serves to cover up and whitewash these human rights abuses by Saudi Arabia, including the oppression of women, the murder of journalists and the repression of human rights defenders. The investment in Concacaf serves to launder the abuses by the Saudi Public Investment Fund and that is not acceptable.”
According to FIFA’s Human Rights Policy, organizations commit to “identify, address, evaluate and communicate the risks of involvement that have negative impacts on human rights.” In 2016, FIFA adopted the United Nations Guiding Principles on Business and Human Rights that calls for “additional steps to protect against human rights abuses by business enterprises that are state-owned or controlled, or that receive substantial support and services from government agencies.”
However, FIFA appears not to be following its own guidelines in this regard and is even planning to award the hosting rights for the 2034 World Cup to Saudi Arabia in the coming weeks.
“FIFA has taken a very arrogant approach in this regard and has not fulfilled the agreement with human rights organizations to raise the bar for human rights,” said Worden. “[2026] It should have been the first World Cup to fall under human rights policy. The human rights strategy looks good on paper, but is not being adhered to in practice.”
In January, U.S. Senators Richard Blumenthal, a Democrat, and Republican Ron Johnson joined wrote to the Saudi Public Investment Fund with concerns about PIF’s business dealings in the United States – primarily based in real estate, technology and sports – and its efforts to block subpoenas issued to four American companies that provide consulting services to the Saudis: Boston Consulting Group, McKinsey & Company, M Klein & Company and Teneo.
The U.S. Senate Permanent Subcommittee on Investigations is charged with investigating which foreign powers may be using trade within the United States as a tool of foreign influence. During a 2023 public hearing on a proposed PGA Tour agreement with PIF, Blumenthal said: “Today’s hearing is about much more than just the game of golf. It is about how a ruthless, repressive regime can buy influence – and even take over – from a cherished American institution simply to cleanse its public image.”
Concacaf’s deal with PIF follows the confederation’s new agreement with Aramco, Saudi Arabia’s national oil company. In February this year, Aramco was announced as the ‘official energy partner’ for all Concacaf national team and club competitions.
Saudi influence was strengthened in August when it was announced that Air Riyadh would become Concacaf’s “official airline partner” in a multi-year deal. The airline is owned by PIF and will make its first scheduled flights in 2025 with a promise to fly 100 routes worldwide by 2030. The airline is shirt sponsor of La Liga side Atlético Madrid.
PIF is the majority shareholder of Premier League club Newcastle United and also owns four Saudi Pro League teams, including Al Nassr, whose star player is Cristiano Ronaldo. It has significant interests in golf and tennis and is a partner of the ATP and WTA.
Concacaf, headquartered in Miami, did not respond to a request for an interview with Montagliani and declined to respond to questions that included clarification on the dollar value of the agreement with PIF and whether Concacaf had completed its due diligence has conducted research to ensure compliance with both FIFA Guidelines and FIFA Human Resources Guidelines. Rights policy and its own code of conduct.
In response to the Guardian’s invitation and requests, Concacaf said in a spokesperson’s statement:
“We believe in positive collaboration with partners from around the world to support our mission to develop all levels of football for the benefit of our 41 member federations and their communities. In that context, we have signed a sponsorship agreement with PIF and Riyadh Air, giving their brands global visibility through our tournaments.
“Additionally, our partnership includes working together to create and deliver a grassroots football program that will benefit youth across Central America and the Caribbean.
“The PIF and Riyadh Air have an established track record of sponsorship in a range of global sports, including high-profile football clubs and international tennis organisations. and motorsports. Their sponsorship of Concacaf tournaments will support us as we continue to grow the game in our region.”
PIF did not respond to a request for an interview or comment.
“Companies, including sports organizations such as Concacaf, have a responsibility to respect human rights in all their activities,” said Worden. “It is expected that Concacaf will adopt specific policies and conduct due diligence to identify risks that will contribute to harm to human rights.
“These damages include the reputational benefits that Concacaf gives to PIF to cover up human rights violations. Under FIFA’s legal human rights requirements, Concacaf is required to conduct due diligence and disclose about its sponsors. PIF has a very poor human rights record. That is very problematic.”