Polling shows majority of global fans reject FIFA’s Saudi Aramco sponsorship
By Liam Killeen, Badvertising
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New polling from the New Weather Institute reveals that FIFA’s sponsorship deal with Saudi Aramco is overwhelmingly opposed by female fans of women’s football across the globe. The partnership with the state-owned oil giant, the world’s largest fossil fuel company, has sparked backlash from fans and players over its environmental impact and history of human rights abuses. The dataset shows that fans believe that the deal goes against values central to the women’s game: inclusivity and environmental responsibility.
The poll, conducted across Australia, Brazil, Spain, the United Kingdom, and the United States, found that more than 72% of fans believe FIFA should drop Aramco as a sponsor—even if it means reduced funding. Over 60% oppose the deal due to Aramco’s environmental record, while only 6% believe no action against the deal is necessary.
This widespread discontent reflects recent criticism from players and advocacy groups. An open letter signed by over 130 professional female footballers described the deal as “a middle finger to women’s football.” A majority of fans agree, highlighting the disconnect between FIFA’s stated goals of advancing inclusion and climate action and its commercial partnerships.
Manchester City forward, Vivianne Miedema, is one of the letter’s 130 signatories.
Saudi Aramco, who will pay $100 million annually to FIFA as a sponsor, is the world’s largest corporate emitter of greenhouse gases. Between 2016 and 2022, it was responsible for 4.8% of global emissions, with its repeated misleading adverts labeled by UN experts as greenwashing. Aramco’s sponsorship is also raises ethical concerns because the women and LGBTQ+ rights in Saudi Arabia—where women live under a system of male guardianship and LGBTQ+ people are criminalised.
Fans and activists argue that FIFA’s alignment with Aramco undermines efforts to make the women’s game a force for positive change. Many believe FIFA is prioritising financial gain over the sport’s ethos, deepening frustration among fans as the women’s game continues to grow in popularity and influence.
This controversy is part of a larger trend of sports organisations facing pressure to sever ties with fossil fuel companies. In 2022, Tennis Australia dropped oil and gas company Santos as a sponsor following public outcry. Similarly, the English Rugby Football Union rejected a sponsorship offer from ExxonMobil in 2023.
UN Secretary-General António Guterres recently called for a global ban on fossil fuel advertising, comparing it to tobacco sponsorship bans. Such sponsorships, often described as “sportswashing,” allow polluting companies to bolster their reputations while continuing harmful practices.
The poll’s findings are clear: fans want FIFA to align with partners that reflect the values of women’s football, including sustainability and inclusivity. Critics warn that by ignoring these concerns, FIFA risks alienating the very audience driving the growth of the women’s game.
Fans from the Action FC women's football fans community put it simply:
“Aramco is not a climate ally, a women’s rights ally, or an LGBTQ+ ally. It’s everything women’s football stands against. Fans won’t tolerate this.”
Other major sports organisations have shown that ethical sponsorship is possible. FIFA has the opportunity to follow suit by dropping Aramco and pursuing partnerships that align with the goals of the women’s game.
The future of women’s football—and its ability to inspire positive change—depends on making the right choices now. FIFA must listen to its fans and players, prioritising values over profit, to ensure the sport thrives sustainably in the years to come.
Read the polling data in full: FIFA & Aramco - polling dataset on fan attitudes