The third edition of World Football Summit (WFS) Riyadh kicked off today at Misk City’s Malfa Hall, bringing together over 2,500 attendees and 150+ speakers from 83 countries.
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.