Newcastle United’s Carabao Cup victory is both a euphoric moment for fans and a significant public relations success for Saudi Arabia. These two realities coexist, making the triumph a complex event that extends beyond football.
The atmosphere at Wembley was electric from the moment Newcastle won their first corner. The roar from the stands was a testament to the deep emotional connection fans have with their club. This passion, however, is not just about football it is also a powerful tool. While supporters celebrate, their joy is being used to reshape the global image of a regime seeking to soften its reputation.
This is not the fault of Newcastle fans. They are caught in a larger geopolitical game, one where football is being leveraged to cleanse the image of a state with a controversial human rights record. The authorities overseeing the sport and the government that allowed this ownership change to happen bear responsibility. Despite initial claims that the club’s owners were separate from the Saudi state, legal proceedings later contradicted this assertion.
Now that the celebrations have settled, there is a need for honest reflection. Football is being used as a vehicle for state propaganda. Accepting this without question turns supporters into unintentional participants in this image-laundering process. On the other hand, rejecting the joy that comes with a long-awaited victory feels like conceding football itself to these broader forces.
The normalization of this ownership model is striking. Many now accept it as part of the game, and the idea of resisting seems futile. Some within the club have even embraced a narrative of Newcastle being underdogs, outsiders fighting against the odds. This framing is difficult to take seriously when considering the vast wealth backing the club. The perception of Newcastle as a victim of unfair regulations ignores the reality of its extraordinary financial power.
The human rights concerns surrounding Saudi Arabia remain as pressing as ever. The country has been criticized for high execution rates, suppression of dissent, and mistreatment of migrant workers. These realities do not disappear just because a football club achieves success. At the same time, Saudi Arabia’s growing influence in global institutions raises further questions about its long-term ambitions.
Some argue that Saudi Arabia is modernizing, that its investment in football is part of a broader reform effort. Whether this is true or merely strategic messaging is up for debate. What is certain is that football serves as a key tool in shaping this narrative, giving legitimacy to a government eager to change its global perception.
Beyond the ethical concerns, this situation highlights the importance of financial regulation in football. Newcastle’s victory demonstrates that the current rules, including profitability and sustainability regulations, are functioning as intended. Without these controls, clubs risk becoming unsustainable financial experiments. Newcastle has thrived not just because of investment but through careful recruitment and strong coaching. These factors have built a well-balanced, high-performing squad.
Regulation benefits the game by ensuring financial responsibility while maintaining competitive balance. Without it, football risks descending into chaos, as seen with other state-backed clubs operating without meaningful restrictions. Newcastle’s win should be viewed not as proof that these rules are unfair, but as evidence of their value.
Supporters are ultimately spectators in this larger battle, placed in an impossible position. The media, however, has a duty to address these issues rather than merely celebrating success. The reluctance of major broadcasters to acknowledge the ownership controversy highlights the commercial pressures at play. With Saudi investment expanding in sports media, the challenge of independent coverage will only grow.
Fans should embrace the joy of winning, but they must also remain clear-eyed about what it represents. Football has never been more intertwined with global politics, and ignoring this reality only strengthens those who seek to use the game for their own ends.
