Welcoming a number of high-profile soccer stars from abroad has helped Saudi Arabia exert a kind of soft power. Since it is likely that we will be hosting a home World Cup in 10 years, we want to create the best possible national image through soccer and the sports scene in general.
Criticism of Saudi Arabia's sportswash has tarnished its glamorous façade amid criticism from human rights groups. Some athletes may jump on the Saudi hype train, but the big salaries and paydays that attract athletes come as the country looks to force its way from an unsustainable oil-based economy to a sports and tourism zone. , well known to outside watchers.
The bigger money-making scheme is less discussed. Once landed in the Gulf, footballers are in an ideal position to benefit from expensive brand publicity in addition to their wages. Interestingly, one of the areas that is poised to hit the other end of these trades is the beauty sector, particularly native fragrance and perfume brands.
Fragrances, which carry a certain mystique in Saudi Arabia, date back centuries in Saudi Arabia and have a strong presence in traditional culture, making them popular products among the country's wealthy citizens. Sharon Elkabas, managing director of talent agency MN2S, which helps celebrities partner with brands, talks about synergies with soccer talent and how much athletes can benefit from signing with big names. Point out.
“A-listers are going to start in the high six figures, whereas in this category it's usually in the low seven figures,” he told me in an interview. “It depends on the stature and brand of the talent.”
Some are already participating. Saudi Pro League players partnering with the label in this market include former Lazio enforcer Sergej Milinkovic-Savic, Al Hilal teammate Ruben Neves and Brazilian playmaker Talisca. And more will happen as others switch Europe to professional leagues.
As for Al Nasr's Cristiano Ronaldo, he is not on that list, although he is the biggest attraction. However, since his trademark CR7 perfume hasn't been a huge success, it's possible he could follow suit and increase his fortune in the process.
Big stars and brands win, but who else?
Even when it comes to spending big on campaigns with high-paid stars, as is possible in the Saudi market, luxury brands can still expect a good return on their investment. Some prospective athletes have existing contracts that must be broken. But ultimately, money is where it speaks.
Aside from the big corporations, silky midfielders and consumers that drive this commerce, it's worth remembering that Saudi Arabia is much more than just a shopping mall for the wealthy. Like most places, it is home to a similarly low-income population and is a far cry from the wealthy bubble created by elite football.
We will look ahead to see who will be the winner when Saudi Arabia is likely to host international teams and fans in 2034. As the sole bidder to the contest, whether the company is suited to stage the game's biggest show depends on who you hire. When it comes to players, they are at the center of everything and decide whether to focus on the tournament and the various sponsors and partners involved.
By then, if the league grows rather than regresses, its most talented talent will not only be influencing matters on the playing field, but also feeding the high-end economy.
follow me twitter Or LinkedIn.
