Saudi Arabia promotes Riyadh Season through global combat sports 
Over the past year, Saudi Arabia’s Riyadh Season, spearheaded by the General Entertainment Authority and its chairman, Turki Alalshikh, has revolutionized the business of combat sports. As we look toward the latter half of 2024, further advances in boxing and mixed martial arts are anticipated.
In observing the promotional strategies of Riyadh Season, we can gain valuable insights into marketing an international brand within the combat sports industry.
With five blockbuster boxing events and a successful debut MMA event from the Ultimate Fighting Championship, or UFC, the Kingdom Arena has become synonymous with grand spectacles within Saudi itself over the past 12 months. Now, Riyadh Season aims to expand its brand globally.
A flagship event in this global initiative is the “Riyadh Season Card,” set for Aug. 3 at the BMO Stadium in Los Angeles. The main event features a highly anticipated bout between Terence Crawford and Israil Madrimov for the WBA and WBO Interim Super Welterweight titles.
This event bridges markets, bringing together America’s storied boxing tradition and Saudi Arabia’s emerging prominence in the sport. For American fans unable to travel to Saudi events, this presents an opportunity to experience the spirit of Riyadh Season firsthand.
Beyond boxing, Riyadh Season is also making significant strides in MMA with the “Riyadh Season UFC Noche” card. This event marks the first combat sports event to be held at the innovative “Sphere” venue in Las Vegas.
This event bridges markets, bringing together America’s storied boxing tradition and Saudi Arabia’s emerging prominence in the sport.
Aligning with Riyadh Season’s theme of cultural celebration and international unity through sports, the “UFC Noche” card will celebrate the traditions of Mexican fighting culture and Independence Day. While the fight card line-up is yet to be announced, expectations are high for a memorable production, taking in a massive audience of fight fans.
Another highlight of Riyadh Season’s global agenda is the “Riyadh Season” Wembley Edition. This event, set in the iconic Wembley Stadium, London will feature an all-British lineup, showcasing the nation’s top boxing talents.
Anthony Joshua, a prominent figure in heavyweight boxing, will face Daniel Dubois for the IBF World Championship. This fan-friendly fight pits two highly skilled British heavyweights against each other. The winner is expected to face the victor of the Oleksandr Usyk vs. Tyson Fury rematch, likely bringing their IBF belt to Riyadh to complete the “Undisputed” Heavyweight puzzle in early 2025.
In addition to the boxing action, fans at Wembley Stadium will be treated to a performance by Liam Gallagher, the former lead singer of Oasis and a voice of the Britpop era. This combination of top-tier boxing and iconic music taps into a broad range of audiences.
These promotional initiatives will elevate Riyadh Season’s global profile and further establish Saudi Arabia as a pivotal player in the international sports and entertainment industry.
Saudi Arabia’s strategic sponsorship and creation of high-profile events underscore a broader vision. By integrating Riyadh Season into the fabric of international combat sports, the Kingdom aims to showcase its cultural vibrancy while celebrating those of others.
• Cormac O’Donnell is an Irish educator who has been living in the UAE since 2018. A longtime combat sports enthusiast, he is keen to bring Western attention to developments in the Gulf region.
