Saudi Crown Prince Mohammed bin Salman (MBS) and his advisor for entertainment, Turki Al-Sheikh, are once again under fire for their extravagant spending on entertainment ventures. The latest project in their bid to boost Saudi Arabia’s global image is the launch of a dedicated TV channel for Al Hilal Football Club, hosted on the DAZN platform. While the government continues to pour money into entertainment and sports, many Saudi citizens face harsh economic conditions, raising concerns about the country’s financial priorities.
Al Hilal TV Channel: A Costly Venture
Turki Al-Sheikh, Chairman of Saudi Arabia’s General Entertainment Authority, announced the launch of a new TV channel for Al Hilal, one of the kingdom’s most prominent football clubs. The channel, hosted on the global streaming platform DAZN, will provide exclusive content such as interviews, behind-the-scenes footage from training sessions, and coverage of selected friendly matches. It will also collaborate with the Riyadh Season entertainment events, featuring some of the world’s top stars.
While this channel is intended to increase Al Hilal’s visibility worldwide, from Japan to the United States, the financial cost has raised eyebrows. The project is estimated to cost 6 million euros annually, sparking criticism over the use of public funds at a time when many Saudi citizens are struggling to make ends meet.
Extravagant Spending Amid Economic Hardship
Critics argue that MBS and Al-Sheikh are wasting the kingdom’s wealth on non-essential projects like the Al Hilal TV channel, which offer little tangible benefit to the Saudi population. Unemployment, rising living costs, and poverty are persistent issues in the country, yet billions of dollars are being directed toward entertainment and sports projects that primarily serve to bolster MBS’s international image.
One of the major points of contention is the disparity between the lavish spending on projects like Al Hilal TV and the everyday struggles of Saudi citizens. Many people are facing financial strain due to higher taxes, rising fuel prices, and limited job opportunities. In this context, the allocation of millions of euros for a football channel seems out of touch with the population’s immediate needs.
A Broader Strategy of Image Management
This latest project is part of MBS’s broader strategy of using entertainment and sports to improve Saudi Arabia’s global image. Under MBS’s leadership, Saudi Arabia has invested heavily in entertainment initiatives, including the Joule Al Mamlaka 2024 festival, which costs an estimated $4 billion. The festival features concerts, films, and performances by both local and international artists. While these projects are aimed at modernizing Saudi Arabia’s image and attracting international attention, they are also seen as part of MBS’s attempt to distract from the country’s internal struggles.
MBS’s reliance on entertainment as a tool for reputation management has been heavily criticized, with detractors accusing him of prioritizing his global image over the needs of Saudi citizens. The perception that MBS is using public funds to finance personal and political goals rather than addressing economic challenges has only fueled further discontent.
Al-Sheikh’s Initiatives: More Spending on Entertainment
In addition to the Al Hilal TV channel, Turki Al-Sheikh has also announced several other initiatives, such as the “Golden Pen” competition, which focuses on literature and film. With a prize pool of $740,000, this competition aims to identify and promote literary works that can be adapted into films. While this initiative is part of an effort to promote Saudi Arabia’s cultural sector, it too has drawn criticism for its extravagant spending, given the kingdom’s economic challenges.
Moreover, Saudi Arabia’s Pro League recently signed a $4 million deal with TikTok to become the digital partner for the 2024-2025 season. These digital partnerships and entertainment projects are part of the kingdom’s Vision 2030 plan to diversify the economy, but many question whether this heavy investment in entertainment is the best use of public funds during a period of economic hardship for many citizens.
Misaligned Priorities?
The launch of the Al Hilal TV channel is another example of Saudi Arabia’s lavish spending on entertainment and sports under MBS’s leadership. While these projects are framed as efforts to boost the country’s international standing and modernize its image, they have raised concerns about the government’s financial priorities. At a time when many Saudi citizens are facing economic difficulties, the government’s focus on non-essential entertainment projects appears increasingly out of touch.
Critics argue that MBS’s obsession with reputation management is leading to the misallocation of public resources, with little benefit to the Saudi people. As billions are spent on football channels, festivals, and digital partnerships, many Saudis continue to struggle with unemployment and rising living costs. Until the government addresses these pressing issues, the backlash against MBS’s entertainment projects is likely to continue growing.
