By inserting themselves into sports they also want the first thing people think about, when Saudi Arabia comes up, is something other than oil, human rights, regressive society, 9/11, the murder of Jamal Khashoggi.
I could see them setting up a Saudi League but that would mean having it broadcast to meet their aims. The IPL/BCCI could, for example say to broadcasters we won't sell you any India or IPL TV deals if you show this competitor.
Yeah I don’t disagree with that being their aim but I assume there are other sports that are better suited to the task because they’ll have to compete against the likes of the Big Three at one point in cricket without much of a gain.