Vivianne Miedema gives scathing verdict on Saudi Women's World Cup sponsorship

23 February 2023 , 15:19

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Vivianne Miedema has criticised the decision by FIFA to strike a sponsorship deal with Visit Saudi (Image: Getty Images)

Arsenal star Vivianne Miedema has scathingly criticised Saudi Arabia’s tourist authority potentially sponsoring the Women's World Cup this summer.

Although the deal is yet to formally be announced, it is widely reported to have been agreed in principle. The games' governing body, FIFA, is expected to confirm that Visit Saudi will be the latest international brand alongside the likes of Coca-Cola and Visa to sponsor the biggest women's tournament ever - with 32 teams taking part including England and Miedema's Netherlands.

Co-hosts Australia and New Zealand have written to FIFA asking them for urgent clarification after initial reports broke. Miedema herself will miss the tournament after suffering an anterior cruciate ligament injury in the Champions League whilst playing for Arsenal just before Christmas. But the forward told Dutch newspaper AD that she believes the sponsorship deal was "hypocritical".

"It is hard to believe," she said. "But apparently FIFA thinks it's a good plan to take on Visit Saudi as a sponsor for the upcoming Women's World Cup. Saudi Arabia is a country where women barely have any rights and were not even allowed to play football before 2018.

"If this weren't such a serious affair, it would almost make you laugh. That's how hypocritical it is. A country where you are not allowed to be who you are. Where you are not accepted as a homosexual.

Women's World Cup hosts write to FIFA over controversial Visit Saudi sponsorship

"So that country as the sponsor of a tournament where 32 women's teams will compete, with many teams in which outspoken girls play, who fortunately are not ashamed of their sexual orientation.

"FIFA is always busy making campaigns expressing how everyone is welcome. And then to think that this sponsorship deal is a good idea? The worst part is that I am not even surprised anymore. FIFA has shown many times that they like doing whatever they want, of course. They should be deeply ashamed.

Vivianne Miedema gives scathing verdict on Saudi Women's World Cup sponsorship

Vivianne Miedema was in a good run of form prior to her injury in December (Photo by Chris Ricco/Getty Images)

"The sponsorship deal has not been officially announced yet, which is why we have not heard from FIFA on this subject. I am far from the only one speaking out on this issue. My colleague Alex Morgan, a top American player, has also said that it is a ridiculous idea."

"A number of players from Australia and New Zealand feel the same. The World Cup will be held in those countries. The organising committees there are not officially aware of this yet. It is just anti-social. Unless Saudi Arabia suddenly surprises me and say, 'this sponsorship is how we start to let more girls in our country play football.'. But I fear that that's a pipe dream."

Miedema won't be in Oceania due to her injury heartbreak. However, the Women's Super League's all-time highest goalscorer added that despite players' concerns, it is unfair to expect athletes to boycott the biggest tournament on the planet over the issue.

She added: "I unfortunately will not be able to make an appearance at the World Cup, but I did think about how I would have handled this situation. Boycotting is too easy and you cannot demand that from athletes who can only play such a big tournament a few times, or only once, in their career.

"Part of me hopes that the deal will be called off and that FIFA will announce that they made a mistake. But I am not naive."

Earlier this month, a statement released from Football Australia said: "Football Australia understands FIFA has entered into a destination partnership agreement in respect to the FIFA Women's World Cup Australia and New Zealand 2023. We are very disappointed that Football Australia were not consulted on this matter prior to any decision being made. Football Australia and New Zealand Football have jointly written to FIFA to urgently clarify the situation."

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