In recent years, the Saudis have thrown the heavy weight of their Public Investment Fund into partnerships with Western institutions like the PGA, Formula One racing and World Wrestling Entertainment.
Memories can be remarkably short-lived, though. And five years on from the killing, bin Salman’s rebranding agenda is charging ahead with increased urgency. This is where the Saudi sporting onslaught comes in, and why it needs to be understood.
To characterise all of this as mere sportswashing may be catchy, but reduces a much broader and strategic effort.
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