As Manchester United kicked off their defence of the English Premiership this month, a small group of Saudis was enjoying the very best of VIP treatment at the football club’s Old Trafford ground. Amid the fanfare came the announcement that Saudi Telecom Company and United had reached a five-year marketing deal reportedly worth about £10m ($18m, €12m).

For STC, the agreement – believed to be United’s largest apart from shirt sponsorship – gives it the rights to distribute match highlights, ringtones and club news through mobile phones. The deal was the latest example of how companies and governments throughout the oil-rich Gulf are turning to high-level sports as a means to reach domestic and global audiences.