Fifa could perform U-turn on Saudi sponsorship of Women’s World Cup

There is cautious but growing optimism among Football Australia officials that Fifa will make a U-turn by dropping plans to unveil Visit Saudi as a key sponsor of the Women’s World Cup.

Football Australia was left blindsided by reports in January linking Saudi Arabia’s tourism arm with this year’s tournament in Australia and New Zealand, given the Saudi state’s appalling human rights record and ban on same-sex marriage.

But sources close to Football Australia are hopeful that a lack of any public announcement of a deal, combined with widespread opposition to it within the game, creates a window for Fifa to change its mind without publicly losing face.

Insiders also confirmed that Football Australia would again raise the issue privately with Fifa at the world body’s congress in Rwanda next week. In a statement on Monday Football Australia’s chief executive, James Johnson, made clear his organisation would “not be comfortable” with any deal with Visit Saudi.

“Football Australia has consulted on this matter with key stakeholders, including government and commercial partners, and it was an overwhelming consensus that this partnership does not align with our collective vision for the tournament and falls short of our expectations,” he said.

“Whilst the partnership has not been confirmed by Fifa, based on the consultations we have had with our community, key stakeholders and our own position, we would not be comfortable with it. While we await further clarity and information as to the details of the partnership from Fifa, we continue to convey this clear message on behalf of Football Australia, New Zealand Football, and our community.”

After the sponsorship with Visit Saudi was mooted it was described as “bizarre”, “totally