The pyro, the pageantry, the promise of smash-mouth, over-the-top-rope theatrics: WWE’s Royal Rumble has always been one of the most electrifying events on the sports entertainment calendar. So imagine the splashy headlines when, just a few days ago, WWE announced that the 2026 edition of the Royal Rumble, one of its “Big Four” pay-per-views, would be held in Riyadh, Saudi Arabia. But beneath the neon lights and suplexes, there’s a far grimmer reality playing out: the continuing story of Saudi Arabia’s sportswashing and entertainment washing, a glittery veneer concealing a litany of human rights abuses.
If there’s one thing the Saudi monarchy excels at, beyond controlling vast oil reserves, it’s leveraging big-name events to sanitise its international reputation. Wrestling fans might remember the “Greatest Royal Rumble” in 2018 or subsequent WWE Premium Live Events in Saudi. Now, with the Royal Rumble returning in 2026, it’s safe to say that Saudi Arabia’s partnership with American sports entertainment has only deepened. This alliance sells itself as economic diversification, excitement for the local populace, and progress under the ambitious “Vision 2030.” But scratch the glossy surface, and you’ll find a government still struggling to shake off accusations of silencing dissent, oppressing women’s rights activists, and waging a brutal war in Yemen.
Sportswashing 101
The concept of “sportswashing” isn’t new, but Saudi Arabia has taken it to extremes. When the country’s Public Investment Fund (PIF) acquired a major stake in Newcastle United, the ripples shook the Premier League. Soon enough, the golf world felt that same tremor with the creation of LIV Golf, luring top talent away from established tours. Elsewhere, the Kingdom has hosted marquee boxing matches, eagerly broadcast across the globe, while continuing to dodge questions on Jamal Khashoggi’s murder and the crackdown on dissent at home.
Now, with the Royal Rumble 2026, critics warn it’s another meticulously staged PR campaign. Glitzy fireworks, chants echoing through a modern stadium, millions tuning in worldwide, this is prime-time propaganda masquerading as weekend escapism. There’s no question that Saudi rulers want us to be dazzled by the spectacle, not the controversies.
A Red-Carpet Distraction
But it isn’t just the turnbuckles and body slams: welcome to the era of “entertainment washing.” Over the past few years, the Kingdom has hosted major music festivals, headlined by global superstars who dazzle adoring fans in Riyadh and Jeddah. Meanwhile, the Red Sea International Film Festival aims to transform Saudi Arabia into a shiny cultural hub. The promise: visitors can experience state-of-the-art venues and avant-garde cinema, never mind the activists jailed for questioning the regime, or the women who struggled for the mere right to drive a car. These diversions are meticulously choreographed to impart a liberal sheen to a strictly controlled society.
Vision 2030, or Cover-Up 101?
At the centre of Saudi Arabia’s headline-grabbing events sits Vision 2030, Crown Prince Mohammed bin Salman’s master plan to modernise the economy and wean the nation off oil dependence. Publicly, it’s sold as a blueprint for transformation, a path to more “openness,” “innovation,” and “youth empowerment.” To a certain extent, some reforms have taken shape, tourism is up, cultural events are on the rise, and there have been a few symbolic gestures towards women’s rights.
Yet many remain unconvinced. Human rights groups, including Amnesty International and Human Rights Watch, highlight ongoing repression, including the continued imprisonment of activists and political critics. The crown prince’s singular grip on power, a far cry from the democratic reforms many had hoped for, remains intact. So while stadiums fill up with raucous applause, the underlying question persists: who truly benefits?
WWE, Fans, and the Ethics Question
What about WWE itself? A billion-dollar sports entertainment juggernaut, the organisation has never shied away from corporate deals, even when they come with a whiff of controversy. It’s not surprising that the allure of massive financial guarantees makes the ring shine brighter in the desert. But the moral dance here is delicate. WWE has come under fire from politicians, journalists, and fans for effectively endorsing Saudi Arabia’s attempts to rebrand. Executives often respond with polite references to “cultural exchange” and “entertainment for all,” careful to avoid the deeper controversies swirling around them.
Many wrestling fans feel a knot in their stomach: they love the product, whether it’s the over-the-top theatrics or the beloved superstars, but are uneasy about a regime that restricts basic freedoms. Social media buzz is rife with calls for boycotts, though others point to the futility of such actions. After all, the shows go on, the tickets sell out, and the global feed continues to beam bright images of fireworks and smiling faces.
A Spectacle Worthy of Scrutiny
Saudi Arabia’s strategy, pouring eye-watering sums of money into sports and entertainment, works all too well to rewrite the narrative. Even for fans critical of the Kingdom’s record, the spectacle can be mesmerising. The danger here is that the “sport-for-all” rhetoric drowns out rightful criticism and undermines campaigns for real accountability. And lest we forget: behind every multi-million-dollar fight purse or star-studded concert lineup, there are Yemeni civilians trapped in a devastating war, Saudi women who still fight for true equality, and a press so censored that a single tweet can land someone in prison.
That’s not to diminish the real desire among many Saudis, especially younger Saudis, for modernisation and entertainment. In a country where cultural freedoms were historically stifled, hosting events like the Royal Rumble is a genuine thrill. But if the monarchy aims to project itself as progressive, then it must accept the scrutiny that comes with that label.
The Unfinished Narrative
Royal Rumble 2026 may serve us drama, heartbreak, and a triumphant underdog story, all set against the glitzy Riyadh skyline. But outside the wrestling bubble, serious questions remain. Will fans and the wider public finally connect the dots and realise they’re witnessing a masterclass in sports and entertainment washing?
If Saudi Arabia’s rulers think they can clothe an authoritarian reality in the robes of cultural grandeur, then this is the time for global observers and fans alike to keep asking uncomfortable questions.
