Saudi-led group completes $55bn purchase of gaming giant EA

From the £300m takeover of Premier League club Newcastle United to its acquisition of four football clubs in the Saudi League, the money from PIF has especially been used to fund large sporting ventures and grow its influence in that world.

In the crossover between gaming and sport, Saudi Arabia has also hosted major esports tournaments, including the Esports World Cup in 2025.

But the huge purchases have also often drawn accusations of sportswashing – sponsoring or hosting sporting events to promote a positive public image and distract attention from human rights issues.

While the Saudi Arabian government has spent years denying such claims, Osborn said the EA deal could present another way of allowing it to project its influence.

“If the PIF’s football strategy limited them to ownership of Newcastle United and some Saudi Pro League teams, owning EA hands them a relationship with the 20,000 players, 750 clubs and 35 leagues at the top of the professional game,” he said.

“What is clear is that a state seeking to shape perceptions now owns an asset with proven reach to billions of people.

“How it uses it in the years to come is something we should watch closely.”

PIF is controlled by Saudi Arabia’s prince Mohammed bin Salman, whose government has been accused of human rights violations.

A 2019 UN report stated “the state of the Kingdom of Saudi Arabia is responsible” for the death of Jamal Khashoggi, a journalist who was critical of the country’s government.

Saudi Arabia has always denied this.