Representatives from the Ministry of Sport, the Ministry of Investment (MISA), the Saudi Pro League, the Saudi Arabian Football Federation and several of the country’s biggest professional clubs presented concrete figures on league growth, talent development, women’s football infrastructure, international event hosting, and population-level sports participation. 

The picture that emerged shows an ecosystem developing rapidly across every dimension—from commercial revenue and foreign investment to youth academies and mass engagement. These are the numbers behind the transformation.

The Saudi Pro League: Commercial and Competitive Growth

The Saudi Pro League’s revenue has tripled over the past three years. A recent long-term broadcasting deal delivered a 50% increase in value, the league now broadcasts in over 180 countries, and its social media presence has grown tenfold, according to Omar Mugharbel, CEO of the Saudi Pro League.

Part of this growth stems from structural changes in club ownership. Eleven clubs have been privatized, with more in the pipeline—a shift designed to bring operational expertise alongside capital.

“Privatization is not an objective in itself,” explained Ibrahim Almoaiqel, Assistant Deputy Minister for Investment & Privatization of the Ministry of Sport. “Our objective is to partner with people who have the know-how to operate clubs sustainably for better football and commercial outcomes.”

The ambition driving this transformation is clear.

“We are trying to keep our league within the Top 5 worldwide,” said Basim Ibrahim Sport Sector Investment Director at MISA.

Ben Harburg, whose Harburg Group recently acquired Al Kholood through the privatization process, went even further:

“This is not a backwater league. This should take its place as one of the most powerful leagues in the world.”

The strategy has attracted foreign talent at scale. More than 235 foreign players have joined Saudi clubs, according to Ibrahim. But Mugharbel was clear about the balance required:

“In order to be competitive with Serie A or La Liga, we also need to keep control, good governance, solid pillars to be sure the acceleration is controlled and in a good direction.”

From Star Signings to Talent Development

Beyond high-profile signings, the focus now extends to building the infrastructure for homegrown talent. The Saudi Arabian Football Federation oversaw 12,000 matches last year across 109 competitions, 80 of them at youth level. Supporting this expansion, the number of private clubs and academies jumped from 88 to 189 in a single year. SAFF now tracks player development across 60-70 parameters through a unified platform covering the entire pathway from youth academies to the national team, according to Hicham El Amrani Senior Advisor to SAFF.

The investment is already producing competitive results.

“For the first time in our history, in the same calendar year, the under-17, under-20, and senior national teams qualified for the World Cup,” said Lamia Bahaian, Vice President of SAFF. “This reflects real alignment in our pathways, our communities, and shows our long-term investments are bringing results.”

Women’s Football: Structure and Momentum

Within this broader growth, women’s football stands out for the pace of its development.

“Women’s football in Saudi Arabia is building real momentum, structure, opportunity, and belief,” said Bahaian.

The women’s premier league now features players from over 20 nationalities, all of whom represent their national teams, according to Bahaian.

The change is visible in club operations. Eastern Flames FC now runs six teams—first team, U-17, U-15, U-13, U-11, and futsal—creating pathways that didn’t exist two years ago. The club secured Puma as an international brand partner, demonstrating commercial viability alongside competitive development.

Maram Al Butairi from Eastern Flames described the pace:

“Two years ago it was very challenging for women’s football in KSA. Now, many people are interested in acquiring our club and partnering with us. Comparing ourselves with the rest of the world, we are going at rocket speed to develop women’s teams at youth and grassroots levels.”

Beyond Professional Sport: Population-Level Participation

But the most significant shift may be in mass participation rather than elite competition. Nine years ago, 13% of Saudi Arabia’s population practiced sport. Today, that figure stands at 59% practicing sport weekly—a fourfold increase, according to Almoaiqel from the Ministry of Sport.

The change reflects infrastructure access that didn’t exist a decade ago.

“Nine years ago in KSA, if you wanted to attend a major event, you had to travel abroad,” Almoaiqel said. “Today, the Saudi people are overflowing with options.”

Football sits at the center of this participation growth. Over 60% of Saudi citizens now consider themselves devoted football fans, according to Jesus Arroyo from the Saudi Pro League. The infrastructure development—from elite competition to grassroots facilities—has created access at every level.

The figures presented by Saudi officials at World Football Summit Riyadh show an ecosystem they describe as developing across every level—professional league revenue, youth development structures, women’s football pathways, international event hosting, and mass participation. Whether these initiatives translate into sustained competitive success will depend on maintaining investment, developing homegrown talent, and building the institutional capabilities to support long-term growth.

If yesterday’s sessions centered on Saudi Arabia’s transformation and the systems being built to sustain it, today’s agenda concentrated on the forces driving change across the global game: fragmented viewing habits, content consumption beyond the 90 minutes, and the role of data in understanding and serving new generations of supporters.

Football now competes for attention across the entire entertainment landscape, not just with other sports. The challenge is compounded by increasingly selective viewing patterns. Data presented today showed audiences now watch less than half of most matches on average, with Olek Loewenstein, Global President of Sport at TelevisaUnivision, noting that

“the number of matches has increased a lot, and there are still the same 24 hours in a day.”

This reality requires a fundamental rethinking of how the industry operates. Shahrukh Sohail of Xplere, argued that football must now think in terms of year-round entertainment:

“Sportainment is the word. Sport no longer exists on its own—you are looking at 365 days in a year to provide entertainment.”

The generational shift extends beyond viewing duration to fundamental changes in fan engagement. Where older generations supported teams, younger fans increasingly follow individual players, moving their allegiances when those players transfer. As FootballCo’s Andy Jackson explained:

“The tribal nature of football is evolving towards player-first fandom, especially in the younger generations.”

Leagues and clubs are responding by creating content far beyond traditional broadcast windows. As Saudi Pro League’s Mohammed Basrawi explained, the league introduced mobile content units to capture behind-the-scenes moments—interactions between players minutes before kick-off, the kind of authentic content that sometimes generates more engagement than the match itself.

Peter Hutton, a board member of the Saudi Pro League and former CEO of Eurosport and Head of Sports Partnerships at Meta, framed the adaptation as a strategic need:

“The world is changing very fast. You have to accept that football is not a passive activity anymore. We try to create an experience, not just games and events.”

Digital Transformation and Data

Understanding these fragmented audiences requires sophisticated data capabilities across multiple devices and platforms. Marc Veelenturf, of Atos—the global technology company providing IT infrastructure for major sporting events including the Olympics and UEFA tournaments—emphasised that personalisation now extends far beyond the 90 minutes.

Leagues are positioning themselves accordingly. Bernardo Azevedo, General Manager of Liga Portugal, cited projections that 70 percent of league revenue will come from digital sources, stating the league’s ambition to become

“the number one league worldwide, the most digital one.”

The transformation in fan relationships impacts commercial partnerships, where sponsors now expect deeper cultural integration beyond traditional logo placement. Ali AlJehani of Dentsu Sports International described the evolution:

“We build for the fans was the past—now we build with the fans. If you are not part of their culture or their values, it’s no longer just a logo on their jersey.”

That shift has moved sponsorship decisions from marketing departments to board-level investment considerations, driven by technology that makes results tangible. Dr. Noman Khawanda, of Wilber & Forsyth Consulting Partners, noted that sponsors now demand precise data on returns:

“They want to know what they are getting exactly—based on data-driven elements.”

Over two days, the third edition of WFS Riyadh examined football’s transformation from complementary angles. Day 1 focused on Saudi Arabia’s nation-building project around the sport and its global implications, while Day 2 explored worldwide shifts in fan behavior and commercial strategy. 

The conversations suggested that both dimensions will prove equally decisive in determining which leagues, clubs, and competitions thrive in football’s next chapter: the strategic ambitions reshaping football’s geography, and the evolving relationship between the game and its audiences.

The event was officially inaugurated by Lamia Bahaian, Vice President of the Saudi Arabian Football Federation, alongside Jan Alessie and Majed AlAli, from World Football Summit, and David Henry, CEO of Mohammed Bin Salman Non Profit City.

Taking place exactly one year after the Kingdom was awarded the 2034 FIFA World Cup, the opening day became a snapshot of Saudi football’s extraordinary transformation—where the ecosystem stands now and where it’s heading. From commercial restructuring to talent development and mass participation, the day’s sessions painted a picture of parallel progress across every level of the game.

Restructuring Club Ownership and Commercial Models

Speaking on the WFS Stage by Pioneer Events, Ibrahim Almoaiqel, Assistant Deputy Minister for Investment and Privatisation at the Ministry of Sport, reviewed the club privatisation programme launched this year. According to Almoaiqel, the strategy focuses on finding partners

“who have the know-how to develop and operate the clubs sustainably, for better football, better governance and management and better commercial outcomes.” Eleven clubs have been privatised to date, with significant demand from local and international investors.

That commercial transformation is showing results. Omar Mugharbel, CEO of the Saudi Pro League, reported that league revenue has tripled in three years, with a recent broadcasting deal delivering a 50 percent increase in value. The league now broadcasts in over 180 countries.

“From day 1 we had a long-term strategy,” he said.

Commercial Progress Running Parallel to Talent Development

The commercial advances are matched by progress in talent pathways. Bahaian highlighted a historic milestone: Saudi Arabia’s under-17, under-20, and senior teams all qualified for their respective World Cups in the same calendar year for the first time.

“This reflects a real alignment across our pathways and communities, and it shows that our long-term investment is delivering results.”

Women’s football has become a rapidly growing area, with the women’s premier league now featuring players from over 20 nationalities. Private sector initiatives have contributed to this expansion, with Lina Al Maeena, founder of Jeddah United, noting:

“We have surpassed our objective and we are now at 60% of people engaged with sports, especially in women’s sports.”

The focus on participation extends to grassroots engagement. Almoaiqel reported that sports participation rates have quadrupled in nine years, rising from 13 percent to 59 percent of Saudis playing sports weekly.

“The system we are developing is a system designed to last,” he emphasized.

Beyond Saudi Arabia: European Football’s Strategic Evolution

WFS Riyadh also brought together leading global football organizations. Javier Tebas, President of LALIGA, presented the league’s recent audiovisual rights tender results, which delivered close to 10 percent growth—bucking the trend among other major European competitions. According to Tebas, the increase came from a 60 percent reduction in piracy in Spain and enhanced collaboration with clubs on production quality, resulting in viewers now spending significantly more time watching pre and post-match content.

Representatives from Lega Serie A clubs outlined their internationalization strategies for the MENA region. Greta Nardeschi of AC Milan emphasized:

“Growth doesn’t come from global scale, it comes from staying relevant and creating something that makes sense for all stakeholders involved.”

Andrea Santoro of Bologna FC noted that the Italian Supercup in Riyadh and participation at WFS helps the club

“get insights on how to strategically enter the MENA market.”

Looking Ahead

WFS Riyadh continues tomorrow with sessions on technology integration, fan engagement strategies, and international partnerships. According to the presenters, the 2034 World Cup represents a milestone rather than an endpoint in the Kingdom’s football transformation.

The WFS Riyadh Honours were first introduced in 2023 during WFS’s inaugural edition in Saudi Arabia, held in Jeddah, and celebrate outstanding achievement across key areas of the game and the industry. This year’s edition, presented in partnership with Arena Events+Venues, honours groundbreaking work, from grassroots talent programmes to pioneering club models and leaders opening new pathways for women in sport.

2025 WINNERS

WFS Honour for Growth & Expansion presented by Misk City
Winner: Mahd Academy

Mahd Academy is the Kingdom’s largest national project for identifying and developing sports talent. The academy is recognised for systematising talent discovery across the country, building a sustainable, data-driven pathway from grassroots to elite level that prepares the champions who will represent the Kingdom at the 2034 FIFA World Cup.

WFS Honour for Technology and Innovation presented by N3XT Sports
Winner: Team Saudi

Team Saudi, the Kingdom’s Olympic and Paralympic programme, is celebrated for integrating cutting-edge performance technologies and digital tools to modernise the athlete pathway, placing data and innovation at the heart of Saudi Arabia’s sporting evolution and preparing athletes to compete at the highest international level.

WFS Honour for Brand & Fan Strategy presented by Copa90
Winner: Al Albalad FC

Born from Jeddah’s historic UNESCO World Heritage district, Al Albalad FC is a community-first project built on local identity—drawing strength from youth who played their first matches in the courtyards of old Jeddah. The club is recognised for balancing rich cultural heritage with modern football ambition, creating an authentic brand strategy that unites generations and resonates deeply with the community.

WFS Female Leader Honour presented by the British Embassy in Saudi Arabia
Winner: Lina Al Maeena

In 2003, Lina Al Maeena founded Jeddah United, Saudi Arabia’s first private female basketball club, becoming the first Saudi woman to establish a private sports enterprise at a time when women’s sports faced significant barriers. She is honoured for her grassroots advocacy and continued leadership in championing gender equality and sports development in Saudi Arabia.

WFS Honour for Leadership, Impact & Legacy presented by Koora Break
Winner: Ben Harburg

Ben Harburg is the owner of Al-Kholood Club, the first Saudi club acquired by foreign investors following the Kingdom’s privatisation programme in July 2025. He is honoured for demonstrating strategic leadership in football investment that drives long-term structural change, connecting capital with sustainable club development and creating measurable value for local communities.

Special Honour for Breakthrough Sports Institution presented by Arena E+V
Winner: AlUla Sports Club

With roots dating back to 1981, AlUla Sports Club spent decades in the lower tiers before joining the Royal Commission for AlUla in June 2023 as part of Vision 2030. The club is recognised for remarkable swift progress: winning the Saudi Third Division title in March 2024 and reaching the First Division League while successfully professionalising its infrastructure and incorporating destination branding into their strategy.

The WFS Riyadh Honours 2025 will be presented during a ceremony taking place on 10 December at 8:00 PM at the Residence of the Ambassador of Brazil in Riyadh, on the evening of the first day of WFS Riyadh 2025.

Jan Alessie, Co-Founder & Managing Director of WFS, said:

“The quality of this year’s winners reflects the extraordinary work happening across Saudi Arabia and the wider region. From grassroots talent development to pioneering club models and leadership that’s opening new pathways for women in sport—these are the organisations and individuals turning ambition into measurable impact. It’s a privilege to recognise their contributions.”

Now in its third edition, WFS Riyadh is the first event of its kind to be held in Saudi Arabia—a platform where the Kingdom’s football leadership and the global industry’s key decision-makers connect to explore how regional transformation is redefining football’s global map and what it means for clubs, leagues, federations, brands, and investors worldwide.

Taking place exactly one year after the Kingdom was awarded the 2034 FIFA World Cup, WFS Riyadh 2025 arrives as Saudi Arabia’s transformation through sport continues to accelerate. From massive infrastructure investment to the launch of the Saudi Women’s Premier League and the privatisation of three clubs opening doors to global investment, the past year has seen remarkable progress across multiple fronts.

Hosted by Mo Islam, presenter of The Mo Show, the programme will feature 150+ speakers representing the brands, properties, and institutions pushing the industry forward both regionally and globally. From the Kingdom’s Ministries of Sport and Investment to the Saudi Pro League and some of its top clubs, alongside international football properties like Bundesliga, Lega Serie A, Liga Portugal, and LALIGA, as well as some of the world’s most influential technology companies such as AWS, Microsoft, Google, TikTok, Atos, and Globant—the lineup reflects the industry’s geographical and sectoral diversity.

Confirmed speakers include

• Ahmed Albahrani (Saudi Arabian Football Federation)
• Mai Alhelabi (Asia Cup 2027)
• Bader Aljeraisy (Ministry of Sport)
• Ibrahim Almoajel (Ministry of Sport)
• Lamia Bahaian (Saudi Arabian Football Federation)
• James Bisgrove (Al Qadsiah)
• Esteve Calzada (Al Hilal)
• Ben Harburg (Al-Kholood Club)
• David Henry (Mohammed Bin Salman Non Profit City)
• Peter Hutton (Saudi Pro League)
• Basim Ibrahim (Ministry of Investment)
• Omar Mugharbel (Saudi Pro League)
• Magda Pozzo (Udinese Calcio)
• Ralf Reichert (Esports World Cup Foundation)
• Javier Tebas (LALIGA)
• Mohammed Wasfy (Right to Dream Egypt and FC Masar), among many others.

Guinness World Record Attempt

The agenda will address the topics defining football’s future on and off the pitch in the years ahead—governance and investment, tech and innovation, fan engagement and media rights, talent development—through panel discussions, roundtables, keynotes, and fireside chats.

In an event bound to break records—in attendance, impact, and reach—WFS Riyadh will also feature Brazilian freestyler Ricardinho’s attempt to break his own Guinness World Record for the longest time keeping a football in the air without letting it touch the ground. Ricardinho will attempt to surpass his current record of 49 hours and 3 minutes, targeting 50 consecutive hours of ball control.

WFS Riyadh 2025 is supported by Pioneer Events as Main Partner and backed by leading regional and international football properties, with the Saudi Pro League as Institutional Partner and LALIGA as Corporate Partner.

Jan Alessie, Co-Founder & Managing Director of World Football Summit, said:

“This will be our largest edition to date—over 2,500 participants, 150+ speakers, representing the full spectrum of the industry from ministry officials to global tech giants. The growth we’ve seen over three years validates the commitment we made back in 2023: that this platform was needed, both regionally and globally. We’re proud to be facilitating these conversations and grateful for the support we’ve received from partners across Saudi Arabia and the international football community. It’s a privilege to play this role.”

By 2030, football will be shaped by many forces, most beyond the pitch. Texto: This report is designed to help professionals across the global football ecosystem understand where the sport is heading, and how to navigate its opportunities and challenges.

Download the report and discover all the details.

Atalanta’s model

The partnership with Atalanta brings that vision to life. New Balance and Atalanta Bergamasca Calcio — both family-owned organisations — share a long-term mindset built on identity and authenticity.

As the club’s Co-Chairman Stephen Pagliuca explained, Atalanta BC has grown through continuity in leadership, a defined sporting model, and a commitment to its academy. “The Atalanta way is to play hard, to be fair, to have high integrity. And we teach that to the kids starting from six years old,” said Pagliuca. “The partnership with New Balance now allows those values and that vision to reach audiences around the world.”

The New Balance Arena reflects that approach. Pagliuca explained how the club renovated the old stadium — much like Boston’s Fenway Park — preserving its iconic character while modernising facilities with parking and luxury boxes. The result, he said, has been transformative for both fans and the club’s partnership with New Balance. He was particularly enthusiastic about the club beneath the stadium, featuring Italian marble and one of the country’s top chefs. “Maybe if you don’t even like football, you should come and eat there,” he joked. “It’s an incredible experience.”

Through the New Balance Arena, both organisations have created a tangible demonstration of their shared approach: selective partnerships, identity-driven storytelling, and infrastructure that reflects values rather than chases scale. The stadium renovation mirrors the partnership philosophy — preserving what matters while evolving what must.

As WFS’s exclusive regional partner, M.A. Sports will help strengthen and grow the WFS brand in Saudi Arabia by developing the right partnerships, supporting investment, and creating real opportunities for clubs, federations, brands, and talent. The partnership is not limited to this year’s summit. It is part of a wider plan to build a long-term presence for WFS in the Kingdom and ensure the platform continues to grow in quality, impact, and relevance.

Majed Al-Ali is recognized for shaping major national initiatives and creating the structures that enable sector growth. Through M.A. Sports, he focuses on steering strategic partnerships, attracting investment, driving commercialization, and embedding global best practice into the Kingdom’s sports vision, all critical elements in WFS’s long-term expansion strategy.

“We are at an extraordinary moment for sport in Saudi Arabia,” said Majed. “Our work with WFS is about nurturing the Saudi sport ecosystem and building long-term value by developing talent pathways, strengthening the industry’s infrastructure, and attracting the right investments and partners. This December’s WFS Riyadh will help drive a wider global dialogue on the future of football, with Riyadh at its core.”

WFS Riyadh will convene leaders from international clubs, leagues, federations, investors, brands, and technology innovators to explore investment trends, media transformation, youth development, and the road toward the AFC Asian Cup and FIFA World Cup 2034.

“The industry needs clear, informed insight into the scale and ambition of Saudi Arabia’s plans,” said Jan Alessie, Co-Founder & Managing Director of World Football Summit. “Majed brings strategic leadership, an understanding of both the national vision and global dynamics, which strengthens our ability to build meaningful, long-term impact in the region.”

The partnership underscores WFS’s strategic focus on the Middle East as a key pillar of its global expansion, with Saudi Arabia at a the center of that vision.