During stoppage time in the second half of the CONCACAF W Gold Cup match against Paraguay on February 25 in Houston, Jessie Fleming missed a penalty, hitting the post. Fleming, one of the Canadian players who signed an open letter to FIFA, was involved in the dramatic moment. (Yi-Chin Lee/Houston Chronicle/The Canadian Press)
Over 100 international women’s soccer players are urging FIFA to reconsider its controversial sponsorship deal with Saudi Aramco, a state-owned oil giant, due to the company’s ties to human rights abuses and environmental damage. In an open letter to FIFA’s president, the players criticize the sponsorship, calling it a "middle finger to women's soccer," as it contradicts the sport’s core values of equality and inclusivity, particularly regarding women’s and LGBTQ+ rights.
The letter, shared with CBC News, highlights Saudi Arabia's harsh laws that criminalize homosexuality, putting many soccer stars at risk. These athletes, some of whom are viewed as heroes within the sport, face potential persecution in Saudi Arabia, where being gay is a punishable crime. The players further stress that the sponsorship also raises environmental concerns due to Saudi Aramco’s massive role as the world’s largest oil producer, contributing significantly to global pollution.
FIFA's partnership with Saudi Aramco, announced in April and running until 2027, covers sponsorship for both the men's and women’s World Cups in 2026 and 2027. The deal has sparked controversy within the soccer community, and many are questioning FIFA’s commitment to its stated goals of human rights and sustainability. FIFA currently collaborates with other global brands like Adidas, Coca-Cola, and Visa, but its decision to align with an oil company from a nation with such a poor human rights record has left many athletes outraged.
Despite the backlash, FIFA defended the partnership, stating that it values its relationship with Aramco and other commercial partners. However, Saudi Aramco has not responded to the growing criticism.
Leading the protest are notable soccer figures like current Team Canada captain Jessie Fleming and former goalkeeper Erin McLeod. McLeod, who is openly gay and recently welcomed a child with her wife, also a soccer player, voiced her concern, stating that even attending a World Cup hosted by Saudi Arabia in the future would be out of the question for her due to the country’s anti-LGBTQ+ laws. She believes FIFA holds immense power and should be held accountable for upholding its commitments to human rights.
Danish soccer star Sofie Junge Pedersen, who helped organize the protest, called the sponsorship "absurd" and "shocking." Pedersen argues that it’s contradictory for female players to be promoting a company that supports practices they fundamentally oppose. She, along with other signatories, demanded that FIFA drop the deal and explain how such a partnership aligns with the organization's ethics.
The players also emphasized the environmental impact of Saudi Aramco. They described the sponsorship as a massive misstep, writing in the letter that it’s like "pouring oil on the pitch and setting it alight," a metaphor to illustrate how detrimental the partnership is to the sport and the planet.
The players also called on FIFA to form a review committee with player representation to ensure that future sponsorship deals align with the values of the sport. FIFA, however, avoided directly responding to this request, stating that the revenue generated from these sponsorships is reinvested into the game and that it continues to increase investment in women’s football. FIFA also reiterated its commitment to respecting human rights.
