The deal speaks volumes about the almost insane sums of money being thrown at players and clubs in Europe as the continent’s transfer market goes into hyper-drive. The influx of cash into European soccer over the past few years has been driven by the Gulf states and (more recently) by China, and by the enormous revenues earned by the top clubs through sponsorship and television rights.
The strategy was simple — spend heavily to make Paris St. Germain a European giant, to compete with Real Madrid, Barcelona, Bayern Munich and Manchester United. And they’re getting there. PSG came within a few seconds of knocking Barcelona out of the Champions’ League last year — until Neymar himself scored twice. Perhaps that was the moment that PSG decided Neymar must be theirs. And perhaps that was the moment Neymar decided he deserved to be the center of attention — to step out of the shadow of Lionel Messi.
In a way, Qatar has mimicked what the United Arab Emirates did. The UAE marketed the “Emirates” by building a global airline, grafting the brand onto football clubs, investing heavily in promoting Dubai as a tourist destination and buying into blue-chip corporations.
But Qatar has done so at warp speed, just as it has expanded its footprint across the Middle East with a swashbuckling independence. That boldness has been on show since the birth of the Al Jazeera television network in 1996, but more dramatically in Qatar’s intervention (with weapons and cash) in Libya and Syria, and its support for the reconstruction of Gaza.
Secret docs show Qatar, neighbors agreement
Whether buying football clubs or supporting Islamist rebel outfits, Qatar has let its money do the talking. Its good relations with Iran and embrace of radical causes such as Hamas and the Muslim Brotherhood have infuriated the conservative monarchies of the Gulf (Saudi Arabia and the UAE) and Egypt, leading to the recent rupture of diplomatic ties and the closure of borders.
The measures have hurt a tiny state reliant on imports for daily life. Cows have been flown in from Germany to boost milk production; Qatar Airways has been forced to fly longer routes. Qatar has responded with a mixture of diplomatic outreach and defiance. It has sought out Turkey as a counter-balance to its big neighbors, its ministers have lobbied in Washington and Moscow. For now, an uneasy stalemate prevails.
Signing Neymar to PSG is just one measure of that defiance, as in: “We’ll continue to throw our money around to build a global brand — as well as make strategic investments in the world’s biggest companies.”
It’s also a measure of Qatar’s drive to build an identity by associating with the best. When Barcelona signed a sponsorship deal with Qatar Airways in 2013, the airline’s boss, Akbar al-Baker, said the carrier shared the “values, ambitions, courage and excellence” of the club.
That deal has just run out. And when Neymar pulls on his number 10 PSG shirt — perhaps against Ligue 1 side Amiens this Saturday — the logo on the front will be “Fly Emirates.”