The default is that people don't fucking care. Especially tourists. MBS can organize music festivals every week and people would go if it's not too expensive. Qatar hosted the world cup in 2022, and guess who was picked just recently to host the cup in 2034. Yes, Saudi Arabia.
Just this year, historic milestone. Yeey. :|
https://www.unwto.org/news/un-tourism-applauds-saudi-arabia-...
And saw relatively low amounts of tourists and views from Europe (top 2 in terms of footballing powerhouses, alongside South America which is generally poorer and less people from there can afford to travel). Just comparing the 22 World cup to the 24 Euros was night and day in terms of coverage, pubs showing the games, viewing parties, etc.
Anyway, the point of sportswashing is not direct monetary profits.
Given their attempts to rebrand into a tourism and entertainment capital, mindshare of "that country and leader who tortured and murdered a journalist" isn't great.
Specifically because not doing it, while a thorn in their side, wouldn't have destabilized the state. They did it because they could and they thought they'd get away with it.