Saudi Arabia’s Generation Z is transforming the future of sport and entertainment in the Kingdom, according to a new report released by Dentsu Sports International (DSI).
The report, KSA Youth PowerPlay, examines how younger audiences are changing the pace, identity and commercial direction of the sector. Based on findings from Dentsu Sports Analytics’ Decoding 360 study of more than 30,000 sports fans worldwide, along with regional insights, it points to major shifts in how fandom is created, experienced and monetised in Saudi Arabia.
Unlike traditional sports audiences, Gen Z consumers in Saudi Arabia are entering fandom through multiple channels at the same time. On average, Saudi fans have four distinct drivers of interest compared with the global average of 3.3, reflecting a broader and more flexible relationship with sport.
The report says this trend is being driven by a generation raised on digital platforms, social media and gaming. For Saudi Gen Z, fandom now spans short-form videos, creator-led communities, live events and active participation rather than a single platform or moment.
It found that discovery increasingly starts on platforms such as YouTube, TikTok and Snapchat, while engagement continues after live events through highlights, commentary and social interaction. Traditional broadcasting, it added, now plays a supporting role within a wider always-on digital ecosystem.
Gaming has also emerged as a key part of this shift. More than four in five Gen Z consumers in Saudi Arabia identify themselves as video game fans, with esports and gaming culture existing alongside sport as part of one entertainment identity.
The report also highlighted growing participation in physical activity, with seven in ten Saudis aged 18 to 29 taking part in exercise at least once a week. Motivations are increasingly tied to social connection and shared experiences rather than only health benefits.
These changes are also influencing expectations of brands, with younger audiences seeking sponsorships that offer experiences, access and meaningful contributions rather than simple visibility.
Ali AlJehani, Senior Vice President, MENA at Dentsu Sports International, said: “Saudi Arabia’s Gen Z audience is not just participating in sport and entertainment, they are actively reshaping how both function. Fandom is now built across a connected ecosystem of content, community, participation and gaming, and that requires a different level of understanding from brands and rights holders.”
Samah Raydan, Vice President at Dentsu Sports Analytics, added: “Traditional measures of fandom only tell part of the story. As behaviour becomes more digital and fragmented, understanding fans requires a more connected view of how individuals engage across platforms, experiences and touchpoints.”
The report concluded that brands and rights holders will need cultural relevance, authenticity and meaningful fan engagement to succeed in Saudi Arabia’s evolving market.
