Sports in Saudi Arabia is growing rapidly, especially among younger audiences. What are the strengths, weaknesses, opportunities, and threats shaping the Kingdom’s sports sector?
Since 2019, Saudi Arabia’s sports landscape has transformed dramatically. What was once largely male-dominated and football-centric has evolved into a diverse and inclusive environment, fuelled by Vision 2030 and the government’s commitment to making sport a driver of social and economic progress. We’ve seen significant investment in major global events – from Formula 1 and the WTA Finals to the upcoming FIFA World Cup 2034 – alongside initiatives like the Quality of Life Program, which puts sports at the heart of community development.
Saudi Arabia’s young population is a key strength, with nearly 74% under the age of 39. This passion and energy are accelerating participation, fan engagement, and investment. The Kingdom also boasts an enviable portfolio of global sporting properties and elite athletes, creating a virtuous cycle: bigger events attract more fans, which attracts more brands and investment.
However, rapid growth brings challenges. There’s still a gap between demand and infrastructure – from grassroots training facilities to elite coaching programmes. The digital ecosystem is also underdeveloped, limiting clubs’ ability to connect with fans and leverage data effectively. But these gaps present opportunities: as Saudi prepares to host the FIFA World Cup in 2034, we’ll see accelerated infrastructure development, enhanced talent pathways, and deeper integration of digital experiences.
Ultimately, Saudi Arabia is positioning itself as a global hub for sports, tourism, and entertainment – a platform for knowledge transfer and world-class collaboration.
Do Saudis engage with sport more as viewers or participants?
It’s both, and they feed into each other. We’ve seen rising participation levels driven by initiatives like the Sports Boulevard and the Sports for All Federation, which aim to make active lifestyles more accessible. At the same time, Saudi Arabia has positioned itself as the “Home of Sporting Events,” hosting large-scale international tournaments delivered with world-class hospitality and global broadcasts.
For brands, this dual engagement is critical. Viewership builds emotional connections with teams, leagues, and athletes, while participation deepens community bonds and drives lasting lifestyle change. In a country where health, well-being, and quality of life are Vision 2030 priorities, participation and fandom are two sides of the same growth story.
Sponsorships and media rights are central to the sports economy. How can brands navigate this space authentically?
At its core, sponsorship is about forging meaningful connections – not just putting logos on jerseys. Brands succeed when they understand fans deeply: their values, rituals, emotional triggers, and digital behaviours. That’s where data-led sports analytics becomes transformative.
Through bespoke audience analysis, we help brands identify partnerships aligned with their identity and objectives – whether with a league, team, athlete, or event. This goes far beyond reach and demographics. It’s about understanding the culture surrounding sport and building campaigns that feel authentic and emotionally resonant.
When done right, partnerships unlock value across the entire ecosystem:
Media: Storytelling, player narratives, and co-branded content drive relevance.
Hospitality: Matchdays become immersive, memorable experiences.
Merchandising: Brands become part of fan identity and cultural belonging.
The result is a sports ecosystem where everyone wins: fans feel valued, brands gain affinity, and rights holders unlock commercial growth.
Sports are inherently communities. How should brands contribute without being seen as opportunistic?
Sport is one of the few spaces where passion, identity, and belonging converge. Fans don’t just watch their teams – they live them. Their loyalty isn’t transactional; it’s built on emotion, geography, family, and shared history.
For brands, the challenge is to enter this space with empathy and respect. It’s not enough to sponsor an event – you need to become part of the culture. That means understanding the rituals, speaking the language, and contributing meaningfully to the experience.
We advise our partners to shift from transactional thinking to community-building. Fans want brands that celebrate their passions, elevate their heroes, and enhance their collective moments. The most successful activations are those where brands act like trusted participants, not temporary sponsors.
Why did dentsu create Dentsu Sports Analytics, and what makes your approach different?
Sport today is no longer just a media buy – it’s a cultural ecosystem. Audiences don’t engage with it as content; they immerse themselves in it as identity. For brands and rights holders, this creates both complexity and opportunity.
Traditional sponsorship models no longer go far enough. Brands need actionable insights on how fans behave, what they value, and how partnerships drive emotional and commercial impact. That’s why dentsu Sports Analytics exists.
We help brands and rights holders unlock the full value of their investments through data-driven decision-making and strategic storytelling using a suite of proprietary tools:
Decoding360: Maps the full fan journey, from behaviours to emotional drivers.
Amplification: Measures the reach and impact of sponsorship activations.
Sponsorship.BI: Quantifies commercial return and benchmarks partnerships.
This approach enables smarter, faster, and more authentic connections between brands, rights holders, and fans. By combining global expertise with local insight, we’re helping to shape a more sustainable and impactful sports ecosystem in MENA.
