Saudi Arabia harnesses power of sport and entertainment to influence change, domestically and globally 
Saudi Arabia is undergoing a transformative period, with sport and entertainment playing crucial roles in its national strategy. Under the visionary leadership of Crown Prince Mohammed bin Salman, the Kingdom is leveraging these sectors to drive social change and support GDP growth. In doing so, they are influencing change to the global sport and entertainment landscape which resonates far beyond its borders. This approach is not merely about hosting high-profile major events, it is about reshaping the nation’s identity and positioning it on the global stage.
Sport as a catalyst for economic and social change
Sport has long been recognized as a powerful tool for economic and social change. Historical examples such as the London 2012 Olympic and Paralympic Games and the Birmingham 2022 Commonwealth Games illustrate the substantial contributions that major sporting events can make to the economy. These events not only boost the economy through tourism and infrastructure investments but also leave lasting legacies that regenerate entire areas.
The London 2012 Games were strategically used to regenerate east London, one of the poorest areas in Europe at the time. Similarly, World Expo 2020 in Dubai marked a significant phase in the city’s growth, with the development of the Jebel Ali area, showcasing how well-planned events can spur economic growth and urban development.
Saudi Arabia is adopting a similar approach, using sports and entertainment to enable the regeneration of Riyadh and other key cities. The Sports Boulevard, a 135 km sports megaproject being developed through the centre of Riyadh, brings new sporting facilities to the heart of the city. By hosting international events and investing in world-class sports facilities, the Kingdom aims to boost tourism, create jobs, develop infrastructure and enhance its global image. These initiatives are improving the quality of life and livelihoods for Saudi citizens
Strategic vision and national cohesion
For Saudi Arabia, sport and entertainment are more than just an economic driver. They bring enablers of broader societal change. Anchoring its national strategy around these sectors is a smart move, as it not only promotes economic growth but also supports the health agenda and fosters civic pride. The sense of unity and national pride generated by successful events can have a profound impact on the collective consciousness of a nation.
In a relatively short span, Saudi Arabia has transformed into a key player on the global sports stage, attracting renowned footballers and golfers to the Saudi Pro League and LIV Golf. Beyond football and golf, the Kingdom has also promoted other sports, including women’s sports, evidenced by the rise of women’s football. The high-octane Saudi Arabian Grand Prix, electrifying WWE events, and major boxing matches highlight Saudi Arabia’s emergence as a premier destination for major sporting events in the region. This expansion aligns with Vision 2030’s objectives of diversifying the economy and enhancing tourism through innovative avenues such as sports and entertainment.
Saudi Arabia has transformed into a key player on the global sports stage, attracting renowned footballers and golfers to the Saudi Pro League and LIV Golf.
Looking ahead, Saudi Arabia’s ambitions continue to soar with its bid to host the 2034 FIFA World Cup, its efforts to lure elite athletes, and the rising popularity of women’s sports. The Kingdom’s dynamic sports environment offers brands unparalleled opportunities to engage with a passionate and growing sports audience in the region.
However, to maximize the benefits, it is critical to ensure that these initiatives are sustainable. One of the challenges Saudi Arabia faces is the scale, pace, and number of projects being planned across the nation. The ambition is impressive, but it raises questions about capacity, talent, and supply chain sustainability. The Kingdom must ensure that it has the infrastructure and human resources to support these grand plans.
The overarching national strategy should be the primary driver for hosting major sports and entertainment events. Saudi Arabia’s Vision 2030 outlines an ambitious plan to diversify the economy and reduce dependence on oil. Every major event and project should be aligned with this vision, ensuring a cohesive approach that maximizes economic and social outcomes. Importantly the projects need to be viewed collectively as well as individually. As with all nations, a national event strategy is key to determining and examining the events that a country can sustainably host with alignment back to the national vision and hosting strategy.
Saudi Arabia is driving a wave of investments and developments in infrastructure and service industries, from the NEOM megacity to the Red Sea Project. Each initiative is being linked to the national vision, demonstrating how it contributes to the broader goals of economic diversification, job creation, and improved quality of life. Events, particularly in areas rich in heritage like Diriyah Gate, the birthplace of the Kingdom, serve as platforms for storytelling, articulating Saudi heritage and culture to international communities.
To ensure the long-term success of its strategy, Saudi Arabia must also focus on evaluating the effectiveness and impact of its events and projects. This involves rigorous data analysis to assess how these initiatives are improving the economy, supporting the health agenda, and boosting tourism. By making data-driven decisions, the Kingdom can refine its approach and ensure that each investment delivers the maximum possible return.
The upcoming sporting events and entertainment projects offer a unique opportunity for Saudi Arabia to showcase its capabilities to the world. A clear mandate for NEOM Sports is to use events to attract people to the Kingdom, providing an opportunity to change their perception. However, the true measure of success will be the lasting legacy these initiatives leave behind. The goal should be to create a sustainable model that continues to deliver benefits long after the events have ended. Here again, the Queen Elizabeth II Olympic Park in London is a benchmark example.
Compared with many other countries, Saudi Arabia’s clear and connected ecosystem of events, government, rights holders, and sponsors makes it more agile, flexible, and competitive. This integrated approach is crucial to the Kingdom’s success in attracting international federations and rights holders.
A global model for transformation
Saudi Arabia’s use of sport and entertainment as tools for national transformation is an inspiring model that other countries can learn from. By strategically leveraging these sectors, the Kingdom is not only enhancing its global reputation but also driving significant economic and social change. Saudi Arabia is setting the pace and creating innovation that is having an impact on the global sport and entertainment sectors.
The journey ahead is filled with challenges, but the potential rewards are immense. With careful planning, strategic alignment, and a focus on sustainability, Saudi Arabia can achieve its vision of becoming a global leader in sports and entertainment, while also fostering a more diverse and resilient economy.
The Kingdom’s bold approach to using sports and entertainment to achieve its national goals is commendable. It demonstrates a clear understanding of the power of these sectors to drive change and underscores the importance of a strategic, cohesive vision. As Saudi Arabia continues on this transformative path, it is setting a new standard for how countries can harness the power of sports and entertainment to achieve lasting, meaningful progress.
• James Bulley OBE is a British businessman and fellow of the Royal Institution of Chartered Surveyors. He is the CEO and co-founder of Trivandi Ltd, and was previously the director of venues and infrastructure for the London Organising Committee of the 2012 Olympic Games and Paralympic Games.
