More than 100 women soccer players have united in a significant protest against FIFA’s recent sponsorship deal with Saudi Aramco, calling it not just misguided, but emblematic of greater issues at play. The letter, championed by several prominent figures including former U.S. Women’s National Team captain Becky Sauerbrunn and Canadian star Jessie Fleming, condemns the sponsorship as insulting to women’s football and damaging to the sport’s integrity.
FIFA announced its partnership with the state-owned Saudi Arabian oil giant Aramco earlier this year, framing it as part of its commercial strategy for the 2026 men’s World Cup and the upcoming 2027 Women’s World Cup. Although the economic benefits of such sponsorships are acknowledged, the players argue this financial backing cannot overshadow the harrowing reality of human rights violations tied to the Saudi regime.
“For most of our time as professional players, it has felt like things are improving for women in football. But FIFA’s announcement of Saudi Aramco as its ‘major’ partner has set us so far back,” reads the letter, which articulates the frustrations of female athletes fighting for equality within the sport. The players highlight the "brutal human rights violations" and the oppressive treatment of women under Saudi law as reasons for their dissent.
Many of the signatories, including those from various countries, described the partnership as hypocritical considering Saudi Arabia's widely condemned track record concerning women's rights and LGBTQ+ issues. The players, who range from established stars to rising talents, urge FIFA to reconsider the partnership and instead align with sponsors who support gender equality and human rights.
Notably, the letter shines a light on specific individuals who have suffered under the Saudi regime. Activists like Loujain al-Hathloul and Salma al-Shehab have faced severe penalties—including long prison sentences—for their efforts advocating for women’s rights and freedom of speech. The protests against the deal not only serve as a critique of FIFA but reiterate solidarity with those who continue to fight for their rights within oppressive systems.
“Saudi Aramco is the main money-pump for Saudi Arabia, and is 98.5% state-owned. Saudi authorities have been spending billions on sports sponsorships to distract from their brutal human rights reputation, but its treatment of women speaks for itself,” reads the letter. The players are evidently aware of the spotlight placed on them as ambassadors of sport and empathize with those who face severe repercussions for speaking out.
Research has shown how the sponsorship arrangements are often framed not merely as business deals but as strategic efforts to bolster the image of regimes worldwide. “Imagine LGBTQ+ players, many of whom are heroes of our sport, being expected to promote Saudi Aramco during the 2027 World Cup, the national oil company of a regime criminalizing their relationships,” the letter poignantly states, emphasizing the painful contradiction between the ideals of sport and the realities faced by many.
The letter, which was published by the Athletes of the World advocacy group, reaffirms the notion of responsibility among professional athletes and associated bodies to advocate not just for their sport, but for broader human rights issues as well. Critics of the partnership view it as symptomatic of sportswashing—where nations improve their global image through investment and sponsorships—despite underlying systemic democracy issues.
Since this announcement, FIFA has defended its partnership, referencing the financial support it brings to women’s football. FIFA’s spokesperson noted, “Sponsorship revenues generated are reinvested back at all levels of the game,” which suggests the organization continues to prioritize financial gains regardless of the source. The players, on the other hand, argue such investments may be harmful if they come from entities with questionable practices.
The open letter has garnered support not just from fellow athletes but also from various women’s rights organizations. Lina al-Hathloul, head of monitoring and advocacy at ALQST, affirmed the players' stand, stating, “Thank you to these women for standing with the brave women of Saudi Arabia.” Such support points to the powerful intersection of sports and activism, where the visibility of women athletes can highlight broader societal issues.
Endorsement from influential figures across the soccer world continues to grow. Players who have previously entered different protests, such as against the treatment of athletes during the Qatar World Cup, now find common ground and match solidarity with their peers struggling against external socio-political influences. These players have voiced their intent to not only promote equality on the field but also fight against pervasive injustices off the field.
Saudi Arabia’s drive for sports investment reflects its 2030 Vision plan aimed at diversifying its economy and improving its global standing. While officials assert progression, activists underline the continued repression of individual rights, stating: “The Saudi authorities trample not only on the rights of women but on the freedom of all other citizens too.” By refusing to switch sponsors, FIFA risks aligning itself with oppressive regimes and could potentially harm the image of women's soccer.
This protest marks another significant moment not only for women’s soccer but for the discourse surrounding activism within sports. The power of the collective voice among female athletes becomes increasingly evident, representing more than just their sport but their identity and values as proponents of change and equality. The call to action is clear: they deserve more than just the title of ambassadors; they want to be active participants in shaping the future of their sport without compromising their principles.
While pressure builds on FIFA, the outcome remains uncertain. The players maintain their demands for reconsideration and have implored FIFA to take action aligned with ethical practices. The future of the partnership hangs in the balance, resting on the commitment of both FIFA and global sports to uphold values of equality, freedom, and human dignity.
