Saudi Arabian football has achieved a remarkable transformation in a span of just 3 years when the Saudi sovereign wealth fund, PIF, took majority stakes in four of the country’s biggest football clubs, Al Nassr, Asian Champions League finalists Al Hilal, Al Ahli and Al Ittihad. That set the ball rolling in order to achieve the visions outlined in the ambitious national transformation plan, Vision 2030.
At this point, it’s important to understand Vision 2030. The plan is aimed at diversifying the economy, reducing oil dependence, and fostering innovation across sectors. It focuses on sustainability, tourism, education, and private sector growth. Sports, a key strategic pillar, has been planned for driving community engagement, economic development, and international recognition. Football, unarguably the world’s most watched and attached sport, is a major element in the whole strategy.
The way football exploded in the Kingdom and drew attention from all over the world can only be attributed to the master strategy drawn by the planners. Al Hilal’s victory over Manchester City in the Club World Cup 2025 has kind of forced the world to take notice of the development and growth of football in Saudi Arabia.
This blog looks at the journey of football in the Kingdom along with the strategy and challenges that lies ahead.
Drawing Attention
Under the Vision 2030 economic diversification strategy, Sports Clubs Investment and Privatisation Project emphasized private investment in the sports sector, particularly football and under this initiative, PIF, proceeded to acquire 75% stake in the four top clubs of Saudi Pro League. This can be termed as the first strategic step towards creating the basis of building Saudi football to the next level. Although in some aspects prior signing of Cristiano Ronaldo had already called for global attention to the league but with the acquisitions, began a series of developments which gave shape to the strategy.
First, attracting talents. Armed with more than adequate capital and beyond the purview of UEFA (which puts Saudi teams unaffected by the Financial Fair Play rules and regulations), the four acquired-Saudi clubs began a series of player acquisitions with eye-popping salaries and incentives. In the 22/23 season, the four clubs spent close to a €1bn getting the likes of Karim Benzema, Sadio Mané, Neymar and the likes to compel the world to sit and take notice. Although, it was termed by many as “unsustainable”, “sportwashing” and so on, but in essence this was another step in creating an attractive league and act as a catalyst to attract associated sports investments and foreign capital.
Post the initial burst of star player acquisitions, the Saudi Pro League shifted its focus on obtaining the services of younger talent. Subsequent spends in the three transfer windows well emphasized this point. Football Benchmark highlights this as the data shows average age of players 24/25 signed reducing to 24.6 years from 28.4 years in the previous season. A balanced approach of attracting younger foreign star talents like Jhon Durán and developing home talent ensued making the league increase its value and become a genuine alternative for professional players.
The Growth Phase
Saudi Pro League set itself $480mn a year revenue target, a growth from $120mn in 2024 and league value was planned to grow from $800m to $2.14bn in same period. In order to achieve this, one of the primary needs is to increase its commercial appeal and that essentially meant, reaching out to maximum audiences across the globe. Now with the stars and talent in place, boasting of a competitive football league, SPL could look at increasing its visibility on air through international media coverage. SPL secured the services of IMG, a global sports, fashion, events and media company, to tie-in media deals across the world.
By 2024, about 130 countries signed in broadcast SPL, with some deals being closed at throwaway prices with the intention of establishing presence. As per Saudi Pro League, more than 37 media rights deals were in place for the 2025/26 season extending reach to almost 180+ markets with international broadcast revenue has increased by 20 per cent over the past two seasons.
What’s interesting in the range of deals concluded by IMG is that not only were broadcasters considered but also streamers like Zack Nani who secured a free-to-air rights deal in France for a reportedly rather handsome six-figure sum. In a smart move, SPL also secured the services of influencers and content creators with the aim of reaching out to the younger audiences.
Building the Ecosystem
The foundations built, Saudi Arabia now gears up for the pinnacle of football pride, the 2034 FIFA World Cup. It is not just a tournament for Saudi, it is a catalyst in building an entire ecosystem for the larger objectives. From infrastructure development including stadiums, associated transportation network system, world class hospitality expansion at one end of the development spectrum while a modern digital ecosystem is being developed to put in place at the other end. In other words, 2034 FIFA World Cups embodies a holistic development process.
Some key statistics to give a perspective:
- New Smart Stadiums being built including 11 new constructions and 4 major refurbishments.
- Enhancements to the Riyadh Metro, airport expansions, and high-speed rail links to improve regional connectivity.
- Projects targeting urban centers and hotel for an additional 185,000 hotel rooms thereby boosting tourism.
This is apart from the focus on grassroots development, education particularly – sports management – to create next generation leadership, focused development in developing women’s football. In the past couple of sessions as well as the 25/26 session of SBI’s Master in Football Business and Program, there has been an overwhelming influx of students from Saudi including current footballers like professional player from RC Lens and Saudi national team, Saud AbdulHamed, Saudi national team player, Motaz Hawsawi, Al-Ittihad women’s player, Farah Jefry and many others.
Saudi is creating a unique environment where it is poised to become a serious feature in global football. where the next generation of Saudi players can flourish alongside global stars.
In Conclusion
Saudi Arabia is creating a whole sporting ecosystem, particularly football, which serves the larger goal of economic diversifications, from the scratch. As Carlo Nora, Chief Operating Officer of the Saudi Pro League emphasizes in World Football Summit 2024, “we’re not conditioned by football history or tradition, virtually a clean canvas that we can paint whatever we would like on”.
Multiple challenges lie ahead and is being tackled one at a time. The fact that US-owned Harburg Group has officially completed 100 percent acquisition of Saudi Pro League club Al Kholood followed by privatisation of two lower division clubs Al Ansar and Al Zulfi, both now owned by Saudi companies is a testament to the growing acceptance of football business in the Kingdom.
The larger goal of achieving Vision 2030 objectives is well on track!
