Behind the Saudi attempt to dominate world football

Al-Ittihad signed the Ballon D’Or holder Karim Benzema, shocking Real Madrid, and still offered Liverpool £150million for Mohammed Salah.

“I think we went for it because it was the reasonable and practical thing to do. There was a window of opportunity,” Emenalo, the former Chelsea and Monaco technical director, says. “We wanted to have an impact in presenting the ambition of the kingdom and the league to the world. I think we did that.”

They certainly did, although the Saudis argue that the window was a one-off and will not be repeated this summer with Emenalo admitting they had paid “some unnecessary mark-ups” on transfers to make “the requisite progress”. They talk about a more “professional” approach.

But football – as it always has done, as it did when the Premier League became the richest in the world – follows the money and agents, players and managers believe the spending will continue: not least because the SPL is unburdened by the Financial Fair Play regulations faced by European clubs and crucially needs to continue to make a stir if it is to grow, attract sponsors, sign TV deals. Money is its weapon and its power.

“The impact that we want to make, the noise, the attraction that we need is that someone comes in and they can bring an added value on the pitch to the product,” Emenalo says.

He argues that “this is not a wanton, no care in the world expense mechanism” with money “carefully managed” and the Saudis say part of the reasoning behind the PIF ownership is to run the clubs more efficiently. But the reality is there is no limit to spending.

Which brings us to the question of laundering a global reputation.

That is, without avoiding the issue, difficult to prosecute on the ground but must be addressed. This is a country where even tweeting something critical can result in a jail sentence.

Out here that is played down. There is talk of tolerance, of reform and liberalisation, of even “turning a blind eye” to things which are outlawed. There is some evidence of that but it frankly is a ridiculous argument.

The week before I arrive a young woman, Manahel al-Otaibi, was sentenced to 11 years in prison by an anti-terrorism court after being arrested for “her choice of clothing and support for women’s rights”. She posted Snapchat photos of herself out shopping, wearing dungarees. In theory, therefore, even asking players or coaches or staff to comment publicly about Saudi’s record, about the fact homosexuality is illegal and punishable by death, could also land them in jail.

Clear desire for growth but standards and culture still lacking

It is Monday night, match night, and the games do not come much bigger than Al-Ahli hosting league leaders Al-Hilal. It is also still 30 degrees Celsius inside the King Abdullah Sports City in Jeddah, even though the time has ticked beyond the scheduled 9pm kick off which is delayed for the smoke from pyrotechnics to clear.

There are regular drinks breaks with iced towels placed over the shoulders of players such as Ruben Neves.

The former Wolverhampton Wanderers midfielder is one of several stars poached – or off-loaded – from the Premier League. For Al-Ahli there is Edouard Mendy, Roberto Firmino, Riyad Mahrez and Allan Saint-Maximin. In truth Firmino, their captain, is a shadow of his former self while Al-Hilal’s attack is powerfully led by Aleksandar Mitrovic, with Neves and Kalidou Koulibaly in the team.

The standard? The heat is undoubtedly a huge factor. It is appreciably slower and is at least a notch below the Premier League. Despite the star names it is mid-Championship, at best.

Officially the game is sold out but there are swathes of empty seats inside the 60,000-capacity arena – partly, it is claimed, because the date of the fixture was changed. However, there is no denying the atmosphere is lively with the Al-Ahli hardcore stationed either side of the half-way line.

Al-Hilal are Saudi’s most followed team; Al-Ahli have the most passionate fans. Both sets of supporters unfurl the world’s most polite tifos, written in English, which read “we will always be behind you” and “forever we will be together”.

It also must be said there are a lot of women, many wearing blue or green scarves over their abayas.

Women were only allowed into stadiums less than six years ago and just two years ago schoolgirls were encouraged to play football. Now 70,000 do and the Saudis have started a professional women’s league, the first to be televised in the region, to which they also want to attract more overseas stars. There have been positive steps to give women more freedom but there is such a long way to go.