The many contradictions of women's empowerment in Saudi Arabia
When WWE shares images of its female stars posing on a beach in Saudi Arabia, the intended message is that life here is normal. However, the reality is anything but normal.
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Less than three weeks after reports emerged that Saudi authorities had sentenced Manahel al-Otaibi, a 29-year-old fitness instructor, to 11 years in prison because of her choice of clothing and support for women’s rights, some of the WWE’s top female talent were pictured posing in revealing swimsuits on a private beach along the kingdom’s Red Sea coast.
The photographs were posted on WWE's official Instagram page and its Arabic counterpart in anticipation of the organization’s return to the kingdom for a SmackDown television taping on Friday, followed by the King and Queen of the Ring premium live event the next day.
“WWE Superstars are having fun in the sun at @oiabeach in Jeddah, Saudi Arabia,” read the caption.
Unsurprisingly, the photos attracted a deluge of criticism, with many pointing out the stark contrast between the privileges enjoyed by foreign tourists and the oppression faced by local residents. It also underscored how sports and entertainment organizations like WWE, which earns approximately $50 million for each event held in Saudi Arabia, are perpetuating a facade of progress and reform in Saudi Arabia despite the continued crackdown on women’s activists.
This was further reinforced when the Women’s Tennis Association (WTA)—an entity founded by Billie Jean King—signed a multi-year partnership with Saudi’s Public Investment Fund (PIF) earlier this week. In a press release, Mohamed AlSayyad, head of corporate brand at PIF, said the organization would "continue to be a catalyst for the growth of women’s sport."
The announcement was the latest in a dramatic shift by the women’s tennis league to embrace Saudi, as the season-ending WTA Finals will also be held in the Saudi capital Riyadh from 2024-2026.
These troubling developments in the world of sports go a long way in presenting the illusion of progress in women’s empowerment in the kingdom. However, the truth is that these deals overlook the complex reality of the changing role of women in Saudi Arabia.
In 1955, Queen Ittat established the first private school for women in Saudi Arabia. Five years later, in 1960, King Saud issued a royal decree that opened public schools to Saudi women nationwide, marking a significant step towards women's education in the kingdom. Despite these advancements, it wasn't until 1999 that Saudi women were issued national ID cards, and forced marriages were not banned until 2005.
In 2017, Saudi Arabia began implementing a series of reforms aimed at improving women's rights, as part of Vision 2030, the ambitious modernization initiative spearheaded by Crown Prince Mohammed bin Salman. The following year, women were allowed into select sports stadiums for the first time. Additionally, 2018 witnessed Saudi Arabia's first female road race, which saw the participation of 1,500 women.
In some cases, these changes in women’s rights had a profound effect on local residents.
In 2018, I interviewed Halah Al-Hamrani, a Saudi-American kickboxer who, at the time, ran the only combat sports gym for women in Saudi Arabia. Over the course of the interview, Al-Hamrani spoke about the reforms under Vision 2030, and how it has allowed her the opportunity to empower Saudi women by teaching them how to fight.
Here is a portion of that interview, from the Deadspin article:
“I am already seeing the positives with the policy shifts that are happening,” Al-Hamrani said. “Thankfully because so much of the changes are related to my field, it is amazing how the country wants to empower women in sports. The government has been backing me and trying to promote my practice a lot. I am excited about the changes that are happening, especially the driving! I see an incredible future for the country and I hope to God that the momentum continues.”
Given the disintegration of some of the conservative cornerstones in her country, Al-Hamrani believes matters will continue to improve for her gym and her students. While she has not faced any opposition since founding her gym, she has yet to obtain a business license due to the endless “red tape” bureaucracy from the Saudi government. However, she believes it is only a matter of time before her gym is licensed and no longer simply a private space underneath a building.
While Al-Hamrani has undertaken many different endeavours since returning to Saudi Arabia 15 years ago, including an event planning company with her sister, her true passion remains empowering Saudi women through sports. When she teaches a new student how to kick or punch, she said, she sees them gradually gain confidence and the mental strength they did not know they had.
“For my ladies—people who have never been exposed to sports in their lives—to pick boxing or kickboxing as their first sport is inspiring,” she said. “That is where I get my inspiration They are unbelievable. They will put themselves in the most intimidating situations and persevere. I love watching it; I love seeing that happen; I love teaching it and to be able to give them something that makes them feel that powerful. I make them feel like they are strong enough to survive and be happy.
“Through them, I’ve found my life path.”
While it has been more than six years since I conducted that interview, and I have not been in touch with Al-Hamrani since, the story remains etched into my memory, a reminder of the nuance needed when discussing reforms in Saudi Arabia, and the complex realities that Saudi women continue to live under.
Though the reforms have been beneficial to some Saudi women, especially those who come from affluent and privileged backgrounds, much of the reforms, including the granting of driving rights to women in 2018, were merely superficial PR spectacles.
While in Trondheim, Norway this past February for the Play the Game conference, I spent some time with Saudi human rights activist Lina Al Hathloul, whose sister Loujain was jailed and tortured for defying a ban on Saudi women driving. Loujain was released from prison in 2021 but continues to live as a political prisoner in Saudi, unable to leave the kingdom due to a travel ban.
After her sister was kidnapped and jailed, Lina, who serves as Head of Monitoring and Advocacy at ALQST for Human Rights, took up the mantle of activism, speaking out on Saudi’s brutal oppression and prison system. During a plenary session at Play the Game, she argued that, despite claims of liberalization and newfound societal freedoms, Saudi citizens continue to face mounting persecution.
“I want people to understand how fear has become ubiquitous here in Saudi Arabia,” Alhathloul said.
“The fact that the state security can really break into your house and take your daughter or your sister without you being able to know where they are, this is exactly the definition of a police state and this is what Saudi Arabia has become under Mohammed bin Salman.”
When WWE shares images of its female stars posing on a beach in Saudi Arabia, the intended message is that life here is normal. However, the reality is that the vast majority of Saudi citizens, excluding the affluent few, continue to exist under brutal oppression, all while sports leagues mask their struggles.
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I won't ever watch any sports event in Saudi Arabia, Qatar, or any country that imposes such cruel restrictions on women under the banner of a murderous, false religion invented by a paedophile warlord.