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The country has spent billions recruiting the sport's biggest names, including Cristiano Ronaldo, as another season kicks off Friday.

The Saudi Pro League kicks off on Friday amid unprecedented attention on Saudi football following a year of high-profile transfers and growing accusations of "sportswashing".

‘I’ve worked in sport for 40 years and never seen a project as determined to be a success,’ Peter Hutton said.

Of dreams, what sort of ambitions can we stimulate for both young women and young male players? and you truly believe that, do you? because you'll have heard the criticisms, peter, you'll have heard the arguments raised by human rights campaigners and others that they believe that this is ultimately another example of sportswashing by a middle eastern country trying to use sport to distract from human rights issues and present a more positive image of the country. do you accept there's any credence in that argument to a certain extent or do you reject it? i think, you know, what i look at is t...

And rehabilitate the country's image using some of the world's biggest stars. benzema, kante, firmino, ruben neves just some of the stars who have signed this summer for teams in the saudi pro league. this week the manchester city manager pep guardiola lost one of his star players rihad mahrez on a reported weekly salary of £750,000. our sports editor dan roan has been talking to peter hutton, a former eurosport executive and head of sports at meta, who now sits as a board member for the saudi pro league. what do you think is the ultimate ambition, peter, of the pro league? i mean, do you bel...