skip to main content

COVID-19 Information and Guidance

Saudi Arabia's LIV Golf series aims to shift narrative

Saudi Arabia's latest venture "is consistent with the way the Saudis have been using sport over the past five years," fellow Kristian Ulrichsen tells the New York Times, "to try to project an image of the new Saudi Arabia, to change the narrative away from Khashoggi & Yemen." After investing in soccer last year, notes Ulrichsen in a second New York Times article, Saudi Arabia seems to be targeting an "older, more professional market to try to make inroads to, a wealthier demographic." 

Amid a swarm of discussions on "sportswashing," listen as he explains the goals and likely repercussions of this new "rival series" to the PGA in an episode for The World (segment begins at the 00.11.20 mark).