Sportswashing or a catalyst for change - how are Saudi WTA Finals unfolding?

Despite being the youngest singles player at the WTA Finals, Coco Gauff is no stranger to discussing challenging subjects.

Unsurprisingly for many, she was the player who spoke most extensively about human rights in Saudi Arabia, with the country hosting a major women's sport event for the first time.

Gauff said she had had reservations about playing in the kingdom but agreed to go ahead and compete, believing "you have to start little by little" for change to happen.

She was insistent, though, that there had to be a "real plan in place".

Gauff is - at least for now - willing to place her trust in promises from the WTA and Saudi Tennis Federation (STF) that the deal for Riyadh to host the prestigious end-of-season event for the top eight women in singles and doubles can be a force for good.

But it has raised fresh scrutiny about motives and money.

All the players seemed upbeat about the facilities and general presentation of the finals at the King Saud University. No expense has been spared at a tournament that offers a record $15.25m (£12.04m) in prize money.

On site, the players have individual dressing rooms, alongside a spa, beauty salon and a mental health office. Photographs of players adorn the walls and for the official photoshoot they were individually styled, wearing a number of high-profile designers.

"The venue looks amazing," world number two Iga Swiatek said.

"It's my fourth WTA Finals so I can kind of compare. For now we didn't have any problems. It's all pretty smooth."

Last year’s tournament in Cancun, Mexico was described as shambolic, with the venue only finished days before the tournament began.

World number one Aryna Sabalenka felt "disrespected" 12 months ago but, asked for her initial impressions of this year's tournament, said: "I'm really happy to be here.

"Such a beautiful place. Everything looks really good."

Homosexuality is illegal in Saudi Arabia, while Amnesty International has cited the country’s "jailing of women's rights activists, suppression of free speech and rampant use of the death penalty".

BBC Sport asked all eight singles players the same question: "Did you personally have any reservations or concerns about coming here given the record on human rights, particularly around women's rights and the LGBTQ+ community?"

The responses were varied, although there was the sense that players felt free to speak without fear of repercussions. Many said they hoped they could help bring about change.

Several referenced calls that had taken place between players and the WTA, with Jessica Pegula – a member of the WTA's player council - saying there was "a lot of debate back and forth".

Zheng Qinwen, Elena Rybakina and Jasmine Paolini all suggested showcasing top-level women’s sport could be a good example within Saudi Arabia.

Swiatek said she was trying to "observe and learn how everything works", while Sabalenka said: "I saw everything here is quite chill.

"Me personally, I don't have any issues playing here. I think it's really important to bring tennis all around the world and inspire [the] young generation."

Gauff's response drew on her family's experience of the move away from racial segregation in the United States.

"Knowing from the past from my grandmother, integrating her school, people aren't going to like it, but in the long run I think it could be better for everybody," she said.

But the 20-year-old added: "If I felt uncomfortable or felt like nothing's happening, then maybe I probably wouldn't come back."

The STF's ambition is to get one million people engaged in tennis by 2030 – meaning everything from playing to administration.

It says there are currently 177 clubs and 14,000 women actively playing tennis, with STF president Arij Mutabagani hopeful of increasing that.

"Having an event like this and the collaboration with the WTA has immense value that will leave a legacy for the country," she said.

"This will definitely improve women's chances of getting into the sport they love."

Crowds in the 5,000-capacity stadium were strong for the tournament's first match between Sabalenka and Zheng, with cheapest tickets around £6 in local currency. However, there was a noticeably lower turnout for Swiatek's match against Barbora Krejcikova on Sunday – the day the working week begins.

The tournament struggled previously in Cancun and Texas in 2022 to attract crowds, with former British men's number one Tim Henman describing this year's turnout as "disappointing and frustrating".

The WTA had planned to give media a daily attendance figure but will now give an overall number at the end of the week. The tour officials are optimistic of building the fan base over the next three years – but they anticipated there would be learnings from this year.

Despite initial reservations about working in the country, Judy Murray has taken on a role as a WTA ambassador in Saudi Arabia, focusing on building a workforce to teach starter tennis in schools.

"This is a massive opportunity to be a catalyst for change for women's sport and for tennis to be that catalyst," she said.

"We are starting to make progress, and by the end of year three, I hope we'll be in a very different position."

Players have done training clinics with young girls, while locals spoke about 'vision 2030' and what the country hopes to achieve in the next few years.

Fifteen-year-old Zaina, training on the same courts as her idols as part of the Future Stars Camp, said: "We never really had these kinds of tournaments and events in Saudi, so for them to finally come is life-changing."

By demonstrating a commitment to hosting women's sport, the WTA Finals deal could also boost Saudi Arabia's chances when bidding for future sports events.

There have been reforms in Saudi Arabia – the ban on women driving, for example, was officially lifted in 2018 – but human rights issues remain.

The WTA said it is "comfortable" in its decision but legendary players Martina Navratilova and Chris Evert said taking the end-of-year event to Saudi was a "significant step backward" for women’s sport.

The move has angered Fawzia al-Otaibi. Her sister, Manahel, is serving an 11-year prison sentence in Saudi Arabia over social media posts supporting women's rights and photos showing her uncovered head.

"For me, it is sportswashing and as for the people promoting it, I see them as partners in crime,” Fawzia said.

"I don't only see them as getting paid money to promote sport for Saudi Arabia - I see them as influencing girls to believe this publicity and fall as victims like my sister."

Asked about the country's suitability, the STF's Mutabagani said: "We are on a transformation journey, and we invite anyone and everyone to come and help us through this journey.

"I really would love them to come and see for themselves. Seeing is believing."