In an era when sports initiatives are multiplying across the globe, one voice stands out with a clear philosophy: powerful sports branding is not about promotion—it’s about transformation.
“When done with purpose, branding doesn’t just promote events, it strengthens belonging,” says Ahmad Bin Askar, Chief Communications Officer at the Sports Boulevard Foundation.
“It helps residents see themselves in the city’s future and creates a personal stake in the national vision.”
This philosophy is rooted in years of effort. Askar has spent over 15 years building brands that resonate, first in the private sector and then in shaping Riyadh’s emergence as a global sports hub. His approach to communications blends strategic thinking with deep cultural understanding—a combination that has earned him recognition as the 2025 Media Leader of the Year at the Saudi Athar Festival of Creativity.
Since 2021, Askar has been instrumental in the Sports Boulevard Foundation’s mission to transform Riyadh into a center for sports and well-being. He led the communications strategy for landmark initiatives including RIYDE, the city’s immersive cycling experience, and the Community Information Centre. Yet his impact extends beyond individual campaigns.
The regional sports landscape itself is shifting, Askar observes. “We’re moving from sponsorship-driven branding to purpose-driven identity,” he explains. “In Saudi Arabia, sports branding now reflects heritage, wellness, innovation, and national pride. It’s becoming a storytelling tool that expresses who we are and what we aspire to be.”
For a nation accelerating its sports ambitions on the global stage, the challenge is clear: how to differentiate without diluting. Askar’s answer centers on a single word: authenticity.
“Saudi sports branding will succeed by grounding itself in local culture while embracing world-class creativity,” he notes. “To resonate globally, we must first connect deeply with our own people and build stories that are both rooted and ambitious.”
This conviction reflects a career dedicated to innovation in communications. From his studies at Cannes Lions School to his current role mentoring the next generation through Prince Sultan University’s advisory board, Askar has consistently pursued excellence at the intersection of creativity and purpose.
