Saudi Arabia has been accused of sportswashing, an attempt to improve its reputation through buying the English football club Newcastle United. The purpose of this paper is to explore through a discourse analysis how Saudi Arabia's action to acquire Newcastle United can be seen as an exercise of power, and whether and how the images presented construct and reinforce orientalist discourses about the Saudi state and the region. The discourse analysis is conducted using Laclau and Mouffe's methodology and the theoretical framework applied is Joseph Nye's soft power, Edward Said's Orientalism and hegemony. Based on the international newspaper The Guardian and the human rights organization Amnesty International, orientalist discourses have been identified and the purchase of Newcastle United has resulted in soft disempowerment effects for Saudi Arabia. Local newspaper The Chronicle also constructed orientalist discourses about the state of Saudi Arabia but legitimizes the purchase of Newcastle United making the soft power exercise successful.