The Saudi super fans who live and breathe football

The Saudi super fans who live and breathe football
Some fans have taken their love for their team a step further by forming singing groups, such as Atif Bawazeer, the former president of the Al-Ahli Club Association and a current member of the Saudi National Team Fans Council. (Supplied)
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Updated 22 September 2024
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The Saudi super fans who live and breathe football

The Saudi super fans who live and breathe football
  • Saudis are renowned for their unwavering passion for The Beautiful Game
  • The diversity of the favored teams they choose to support surely speaks volumes about the deep-rooted presence and status of the sport

RIYADH: The roar of the crowd, the rhythmic beat of the drums, the palpable energy that flows through every Saudi football fan; to them it is more than simply a sport, it is a cultural phenomenon. From the youngest to the oldest, football permeates every aspect of their lives.

Saudis are renowned for their unwavering passion for The Beautiful Game, cheering on their local teams with fervent dedication and extending their devotion to include support for adopted international clubs. The diversity of the favored teams they choose to support surely speaks volumes about the deep-rooted presence and status of the sport in the country.

The unique stories and memories of these passionate fans demonstrate the profound effect football has had, and continues to have, on Saudi society.

Omar Khayyat, 29, is a devoted Al-Ittihad supporter from Jeddah.

“Al-Ittihad isn’t just a team, it’s like our homeland club,” he said.

His first experience of a live match came when he was a young member of the Al-Ittihad swimming team. Team members would often attend the club’s football matches.

“It felt like I was part of something bigger; the chants, the roar of the crowd chanting ‘One, one, one, Itti is No. 1’ — it was electrifying,” he added.

Khayyat believes Saudi Arabia will be the perfect host for the 2034 World Cup.

“Our society thrives on football,” he said. “Hosting this event would showcase our love for the sport and reveal how it’s woven into the fabric of our culture.”

Nawaf Bakhsh, 25, another dedicated Al-Ittihad fan, said: “I’ve been to countless games, like the one against (Korean team) Pohang Steelers, the Emirati team Al-Ain, and local matches against Al-Shabab and Al-Faihaa. The feeling of supporting my team is incredible.

“I’ll never forget the Club World Cup match against Auckland City in Jeddah (in December last year). And then there was the game against Al-Ahli from Egypt (in the same competition, also in December). The atmosphere was electric. I can’t even describe the feeling of being in the stadium, cheering on my team.”




Nawaf Bakhsh, 25, another dedicated Al-Ittihad fan, shares his unforgettable match experiences. (Supplied)

Abdullah Al-Amir, 21, a loyal Al-Hilal supporter, said he started going to games in 2019.

“The best match I ever saw was the league-deciding game where we beat Al-Faisaly 2-1,” he said. “And then there was the Al-Hilal v. Al-Nasr match in the AFC Champions League semi-finals.

“I love Al-Hilal because it’s a legacy passed down from my father and I’ve embraced it even more than he did.

“Hosting the 2032 World Cup would be amazing for Saudi Arabia. Football is the world’s most popular sport and it would be a fantastic opportunity to showcase our country’s development. People would see a different side of Saudi Arabia and it would open up new opportunities for everyone.”




Abdullah Al Amir, 21, a loyal Al Hilal supporter, started attending matches in 2019 and remembers his most memorable game. (Supplied)

Fellow Al-Hilal fan Sultan Al-Sanad similarly believes that the chance to host the World Cup offers great potential benefits for Saudi Arabia.

“This will be a great opportunity to show the world Vision 2030 (the nation’s plan for economic and social development and diversification) in real life.

“Hosting is a great opportunity and challenge, and is not new to our beloved Kingdom as it is accustomed to hosting the most important events and managing the crowds in a wonderful way, and the organization is unparalleled.”

Some fans take their love for their teams a step further by forming or joining supporters’ groups. Atif Bawazeer, for example, is a member of the Saudi National Team Fans Council, and former president of Al-Ahli Club Association.

“The Kingdom of Saudi Arabia is experiencing significant development across all sectors and cities,” he said. “With large stadiums, and more under construction, the government’s support bolsters the strength of the Saudi league and economy.




Some fans have taken their love for their team a step further by forming singing groups, such as Atif Bawazeer, the former president of the Al-Ahli Club Association and a current member of the Saudi National Team Fans Council. (Supplied)

“Hosting millions of pilgrims annually in a single city demonstrates our capability to (also) organize major sporting events.

“The enthusiasm of Saudi fans was evident during the last World Cup and the Asian Cup, as they rallied behind the team throughout the qualifiers and beyond. Even for international matches and tournaments, we see large groups traveling from the Kingdom to support our team abroad.”


Foreign students explore Saudi town under Kingdom Gateway program

Foreign students explore Saudi town under Kingdom Gateway program
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Foreign students explore Saudi town under Kingdom Gateway program

Foreign students explore Saudi town under Kingdom Gateway program

RIYADH: A foreign student delegation under the Kingdom Gateway program, organized by the King Faisal Center for Research and Islamic Studies, recently visited Al-Dakhlah town in the Sudair region, 170 km north of Riyadh.

The visit this weekend was part of an initiative designed to explore the rich history of Saudi Arabia.

Dr. Ibrahim Al-Muhanna, former advisor at the Ministry of Energy, Industry, and Mineral Resources, accompanied the delegation on the tour that included Al-Dakhlah’s significant historical landmarks.

The delegation began the tour with a visit to the old palace, a reflection of the region’s rich heritage and architectural legacy.

They then proceeded to the historic Al-Dakhlah Mosque, believed to have been built between 1446–1495 AD, making it one of the oldest mosques in the region.

During the tour, the students had the opportunity to explore its features, including the assarhah (the mosque’s outer courtyard), the side corridors, almujabab (a covered courtyard connecting rooms), and alkatateeb, rooms where students would memorize and review their lessons.

The students expressed their admiration for the intricate Islamic decorations and carvings that adorn the walls and ceiling of the mosque, showcasing the exceptional craftsmanship of artisans from that historical era.

Al-Muhanna delivered a lecture that focused on the pivotal role of oil in national development. He reviewed Saudi Arabia’s experience in leveraging its petroleum resources to drive comprehensive growth across multiple sectors.

He also addressed the Kingdom’s strategic initiatives to maintain stability in global energy markets.

“The discovery of oil and its escalating economic importance brought about profound transformations across all sectors of the Kingdom. However, these changes did not come at the expense of Saudi Arabia’s deep-rooted heritage and culture. On the contrary, oil has been instrumental in both preserving and advancing them,” Al-Muhanna said.

Al-Dakhlah Mosque was restored with the support of Crown Prince Mohammed bin Salman as part of the historic mosque restoration and rehabilitation project.


Hajj & Umrah Conference draws more than 150,000 visitors

Hajj & Umrah Conference draws more than 150,000 visitors
Updated 17 January 2025
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Hajj & Umrah Conference draws more than 150,000 visitors

Hajj & Umrah Conference draws more than 150,000 visitors
  • The annual forum showcased innovative technology that will assist pilgrims
  • The minister announced that the next edition of the conference will be held in November

JEDDAH: The fourth Hajj and Umrah Services Conference and Exhibition, titled “A Passage to Nusuk” ended on Thursday in Jeddah.
The event was organized by the Ministry of Hajj and Umrah in collaboration with the Pilgrim Experience Program— an integral component of Saudi Vision 2030.
Over its four days, the event attracted more than 150,000 visitors, according to the organizers, as well as participants from more than 100 countries.
Speaking at the closing ceremony, Minister of Hajj and Umrah Tawfiq Al-Rabiah
stressed that the conference represented “a qualitative leap in providing innovative solutions to serve the guests of Allah.”
He said that more than 320 agreements dedicated to serving pilgrims had been signed at the conference, reflecting Saudi Arabia’s commitment to developing all services related to Hajj.
“These agreements contribute to facilitating procedures and improving the overall experience of pilgrims,” Al-Rabiah said.
The minister also announced that the next edition of the conference will be held in November.
The organizers stated that more than 2,000 trainees attended 56 workshops covering Hajj-related specializations at the conference, which also showcased new innovations aimed at enriching pilgrims’ experience.
In a step to encourage such innovation, the conference included the Sustainable Solutions Challenge and the Humanizing the Holy Sites Hackathon, in which more than 1,000 participants competed to present innovative solutions to improve the experience of pilgrims.
Visitors of many different nationalities attended the exhibition, and those who spoke to Arab News expressed their admiration for the event.
Nawal Abdulwahab from Egypt said: “It is obvious Saudi Arabia is keeping pace with and harnessing various modern technologies for the comfort of visitors to the Holy House. This is what I have witnessed this year.”
Abu Bakr Muhammad, a Nigerian national, pointed out the Kingdom’s commitment to bringing the countries of the world together under one roof to ensure the best for pilgrims and worshippers.
“Things are really getting better every year and I hope these advanced services will be implemented on the ground,” he said.


Slow food movement has a new home in AlUla

Slow food movement has a new home in AlUla
Updated 17 January 2025
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Slow food movement has a new home in AlUla

Slow food movement has a new home in AlUla
  • Dadan Culinary Arts Centre serves as a hub for eco-gastronomy, blending heritage with a sustainable food system

RIYADH: The slow food movement has a new home in the city of AlUla thanks to the opening of the Dadan Culinary Art Centre, which celebrates sustainable agriculture, local food traditions and mindful dining.

The global movement aims to foster a deeper connection between consumers and their food sources, advocating for the use of seasonal and local ingredients, and supporting all members of the community — values that have guided AlUla’s evolution as a sustainable destination.

The Dadan Culinary Arts Centre serves as a global hub for eco-gastronomy, blending the heritage of AlUla’s verdant oasis with the contemporary values of a fair and sustainable food system.

Located near the historic site of Dadan, the center offers dining, interactive workshops and a chance to meet AlUla’s farmers, all amid stunning natural landscapes.

A highlight is Dadan Farmers Market, which highlights the city’s agricultural riches every weekend with an array of fresh, seasonal produce.

Local families, whose livelihoods are deeply tied to oasis agriculture, show off their goods and invite guests to enjoy AlUla’s authentic flavors. Visitors can savor dishes prepared using traditional methods or select fresh foods to enjoy in the picnic area, embracing the oasis-to-table philosophy that is the heart of the center’s mission. Every purchase directly supports local farmers.

The Diyar Restaurant within the center, named after the Arabic word for “home,” offers an unforgettable dining experience. Overlooking the majestic mountains, it is warm and inviting, serving dishes prepared with sustainably sourced, locally grown ingredients. Under the guidance of award-winning chef Sergio Rama, it redefines hospitality by transforming simple meals into a celebration of community and heritage.

Another way to learn about AlUla and its people is through the center’s workshops, which teach participants about sustainable practices and local traditions. 

Whether learning the fundamentals of farm-to-table cooking, mastering the arts of pickling and fermentation, or exploring the versatile uses of moringa in oils and soaps, guests gain hands-on insights into multiple crafts and food practices.

Through the Dadan Culinary Arts Centre, AlUla invites the world to rediscover the pleasure of wholesome, traditional dining against the backdrop of its timeless oasis.


KSrelief continues aid for Syrians in their country, refugees in Jordan

KSrelief continues aid for Syrians in their country, refugees in Jordan
Updated 17 January 2025
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KSrelief continues aid for Syrians in their country, refugees in Jordan

KSrelief continues aid for Syrians in their country, refugees in Jordan

RIYADH: The Kingdom’s aid agency KSrelief continues to provide support for Syrians in their country, and for those who had sought refuge in Jordan, the Saudi Press Agency reported recently.

In Idlib’s Sarmada city, 1,047 food parcels and 1,047 health kits were distributed under the second phase of KSrelief’s 2025 aid project for the Syrian people.

In As-Suwayda, KSrelief handed out 600 food and shelter kits to families.

And in Jindires of Aleppo province, shopping vouchers were given to 932 people to buy winter clothing from approved stores.

The assistance is a part of this year’s Kanaf winter clothing distribution project in Syria.

KSrelief also handed out shopping vouchers to Syrian refugee families and host communities in Maan, Irbid and Madaba under the third phase of the Kanaf project.

The beneficiaries – about of 2,200 individuals from 365 families – can purchase winter clothes from designated stores in the three Jordan governorates.


How AI is transforming the fashion retail experience in the Middle East

How AI is transforming the fashion retail experience in the Middle East
Updated 17 January 2025
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How AI is transforming the fashion retail experience in the Middle East

How AI is transforming the fashion retail experience in the Middle East
  • AI innovations in fashion promise smarter inventory management, sustainability, virtual try-ons, and enhanced sales
  • Billed as a virtual personal stylist, Amira by Taffi Inc. offers search assistance, outfit pairing, and conversational commerce

RIYADH: Once the preserve of the rich and famous, personal styling services are now accessible to everyone thanks to strides in generative artificial intelligence, helping shoppers find the look best suited to their body or special occasion.

With its latest creation, Amira, Riyadh-based AI-powered fashion marketplace Taffi is revolutionizing the shopping experience across the Middle East and North Africa, while showcasing how AI is redefining consumer engagement.

A personal stylist powered by generative AI and machine learning, Amira’s advanced algorithms, trained on a comprehensive dataset inspired by the Middle East’s latest fashion trends, delivers personalized and trend-driven styling recommendations.

Launched in September, Amira has been trained by a network of more than 180 expert fashion stylists from across the region. These professionals have contributed tens of thousands of recommendations, reflecting local tastes and cultural preferences.

Taffi co-founder and CEO Shahad Geoffrey described Amira as “the best friend who knows your style better than you do, eliminating all the guesswork in shopping.”

The AI stylist “engages users at every relevant touchpoint along their shopping journey to help them make better and faster decisions,” she added.

Amira’s search assistant allows users to find complete styles directly from the store’s search box, eliminating the need to sift through irrelevant items. The AI stylist’s discovery assistant recommends relevant new products, while the product stylist pairs items with complementary upsell suggestions.

Geoffrey said that Taffi’s AI stylist “is available through a floating chat widget for conversational commerce,” providing “real-time expert advice and tailored shoppable style recommendations based on individual profiles and preferences to help customers quickly find their best styles via their natural language.”

The AI technology customizes the shopping experience to each customer’s individual needs and preferences, turning it into an assisted commerce journey.

This innovation is revolutionizing how shoppers discover new products, find purpose-driven outfits and complete tasks more efficiently — saving time, offering trusted recommendations and providing access to great deals.

“AI delivers real-time, hyper-personalized suggestions based on style preferences, lifestyle, size, physical attributes, budgets and existing wardrobe,” Geoffrey said. “It also inspires shoppers by offering ideas for mixing and matching outfits and exploring new trends.

“By reducing choice overload and creating customized product bundles based on user queries, AI ensures a more enjoyable, efficient and seamless shopping journey.”

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Saudi Arabia’s fashion industry is expected to see cumulative annual growth of 48 percent from 2021 to 2025 as the Kingdom diversifies its economy, according to a 2024 report by the Small and Medium Enterprises General Authority.

The report also highlighted that the total value of the fashion sector in Saudi Arabia, including international brands, was $24.6 billion in 2022.

Taffi’s Amira was born from Geoffrey’s own frustration with the endless sea of fashion choices and the “static, impersonal shopping experiences.

“I always dreamed of having a virtual fashion assistant that truly understood my needs and preferences, finding personalized clothing effortlessly,” she said.

“Taffi was born to bring that vision to life, empowering shoppers with an AI fashion assistant that simplifies the shopping journey, making it seamless to discover and find outfits and tailor experiences to their unique preferences.”

Founded in 2021 by Geoffrey and Pradeep Bisht, the AI-powered fashion-focused shopping platform uses machine-learning, ChatGPT-4 and generative AI to provide users with styling recommendations based on their preferences, occasion and budget.

According to the company’s figures, users who engaged with Taffi had a 15 percent sales conversion rate — compared to just 0.67 percent for those who did not. This resulted in a 22-fold increase in sales conversions.

Additionally, Geoffrey highlighted that the average order value for purchases made through Taffi was 55 percent higher than those made without the platform

Taffi co-founder and CEO Shahad Geoffrey

This success underscores the challenges in today’s e-commerce landscape. Originally designed decades ago to sell books, e-commerce has become an outdated experience.

Fashion e-commerce, in particular, has struggled to evolve beyond a generic shopping journey filled with impersonal choices, causing 75 percent of shoppers to leave sites without making a purchase. In fact, just 1-2 percent of visitors ever convert into buyers.

Frustrated customers often receive no response from overwhelmed customer support teams and return items at alarming rates. This creates a cycle of dissatisfaction for consumers while putting businesses under strain.

Amira, however, has received positive feedback from brands that have integrated the widget into their platforms.

Geoffrey said customers have described Amira as an innovative and highly useful feature for e-commerce, noting that it has significantly uplifted their brand image and dramatically enhanced the customer experience.

(Illustration courtesy of taffi.com)

She predicts that AI will reshape the fashion industry by designing garments, streamlining manufacturing processes, enabling smarter inventory management and driving greater sustainability in fashion.

“AI will also transform the shopping experience — from discovery to checkout — empowering brands to cater to diverse markets, optimize supply chains, and elevate the retail experience with innovations like virtual try-ons and real-time fashion assistants,” she said.

Moreover, “AI enables brands to drive higher revenue, significantly reduce costs and enhance key business performance metrics, paving the way for a more prosperous, inclusive and efficient fashion industry.

“AI has immense potential to shape and revolutionize the fashion industry, spanning from retail to supply chain and manufacturing. What we see in AI today is just the beginning — a mere drop in the ocean.”