Understanding fans key to building sports brands, says football marketing guru 

Update Understanding fans key to building sports brands, says football marketing guru 
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Manchester United's director of marketing Matt McKie talked about his experience working in notable roles for the Olympics, Nike and EA Sports. (AN photo/Loai Elkelawy)
Update Understanding fans key to building sports brands, says football marketing guru 
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Manchester United's director of marketing Matt McKie talked about his experience working in notable roles for the Olympics, Nike and EA Sports. (AN photo/Loai Elkelawy)
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Updated 05 November 2024
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Understanding fans key to building sports brands, says football marketing guru 

Understanding fans key to building sports brands, says football marketing guru 
  • Manchester United connects with audiences and “converts followers to fans”
  • Saudi clubs should find their own unique point of view 

RIYADH: Understanding your fan base is a key element of successfully marketing your sports brand, Manchester United’s director of marketing told the audience at the Athar Festival of Creativity in Riyadh.

During his keynote speech, “Cultural Connection, Unbreakable Bonds and the Power of Stories: Lessons Learnt From a Career in Sports Marketing,” Matt McKie talked about his experience working in notable roles for the Olympics, Nike and EA Sports.

Whether you are a football fan or not, there is no denying that Manchester United is one of the most well-known clubs in the world. But how did it gain its reputation?

Like many popular teams, it is about connecting with your audience and Manchester United has a unique way of “converting followers to fans,” McKie told Arab News.

“I would say the absolute key to finding an audience and growing is really understanding your fans and, in the UK and in Europe, football clubs are bigger than just sports assets, than community assets, they mean more,” he said. “There will be generations of families that have gone to watch the team and support them, so honoring that and respecting that is absolutely key.”

An important marketing tactic for McKie involves researching the upbringing and backgrounds of athletes before their rise to stardom. This is a way to humanize them and create campaigns with a personal touch.




Manchester United's director of marketing Matt McKie talked about his experience working in notable roles for the Olympics, Nike and EA Sports. (AN photo/Loai Elkelawy)

“I think humanizing athletes is an important marketing tactic (and) I think it’s an important human tactic,” he said. “These are individuals in the public eye, there are millions and millions of people watching them, expecting things from them. They have the same problems we have ... so it’s incredibly important that we understand that.”

McKie highlights unique brand identities for emerging football clubs, such as FC Como and Venezia, in Italy, and Forest Green Rovers in England. Venezia is known for its love of fashion while the latter has claimed the title of becoming the first fully vegan football club.

“It’s really about building a profile and understanding who the audience is and then you can serve them the things that will drive them down towards being a fan, and a committed fan, that comes to games etc.

“It’s very important in women’s sports because of the very high proportion of fandom that exists there. It’s important as marketers that we actually bring them closer, we understand them, we give them content that’s going to engage them and not just bring the ideas of men’s football across and expect it to work.”

For Saudi teams, McKie’s advice is to “have a point of view.”

“Within Saudi, a lot of these teams are new or relatively new in the grand scheme of football. So there’s an opportunity to have a point of view and stand for something … to form a team that plays a certain way and isn’t bound by baggage that can come from being a really big heritage brand.”


KSrelief wins Global Humanitarian Achievement Award

Delano Roosevelt, CEO of National Council on US-Arab Relations, presents the award to the supervisor general of KSrelief.
Delano Roosevelt, CEO of National Council on US-Arab Relations, presents the award to the supervisor general of KSrelief.
Updated 14 November 2024
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KSrelief wins Global Humanitarian Achievement Award

Delano Roosevelt, CEO of National Council on US-Arab Relations, presents the award to the supervisor general of KSrelief.
  • Delano Roosevelt, the council’s second president and CEO, presented the award to the supervisor general of KSrelief, Dr. Abdullah Al-Rabeeah, in Washington
  • Dr. Al-Rabeeah said the award is an international acknowledgement of Saudi Arabia’s leading role in relief efforts

WASHINGTON: The Saudi aid agency KSrelief was honored with the Global Humanitarian Achievement Award by the National Council on US-Arab Relations, in recognition of relief efforts that have made a substantial impact in crisis regions around the world.

Delano Roosevelt, the council’s second president and CEO, presented the award to the supervisor general of KSrelief, Dr. Abdullah Al-Rabeeah, in Washington, the Saudi Press Agency reported.

Dr. Al-Rabeeah said the award is an international acknowledgement of Saudi Arabia’s leading role in relief efforts.

He underlined the Kingdom’s commitment to assisting people in need, supporting those affected by crises, and assisting refugees wherever possible.

He also affirmed that Saudi Arabia has consistently been a leader in charitable and humanitarian initiatives and is at the forefront of donor countries on regional and international fronts.


4th Saudi Green Initiative Forum hosted in COP16 Green Zone in Riyadh next month

4th Saudi Green Initiative Forum hosted in COP16 Green Zone in Riyadh next month
Updated 14 November 2024
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4th Saudi Green Initiative Forum hosted in COP16 Green Zone in Riyadh next month

4th Saudi Green Initiative Forum hosted in COP16 Green Zone in Riyadh next month

RIYADH: The Saudi Green Initiative announced on Thursday that the SGI Forum 2024 will take place on Dec. 3-4 under the theme “Action is in our nature.” 

The flagship climate and environment action event, now in its fourth year, will return to Riyadh for the first time since its launch in 2021 by Crown Prince Mohammed bin Salman, prime minister and chairman of the Supreme Committee for the Saudi Green Initiative.

The SGI Forum 2024 will coincide with the 16th session of the Conference of the Parties, or COP16, of the United Nations Convention to Combat Desertification, or UNCCD. 

According to an SGI press release, the Riyadh COP16 (Dec. 2-13) will be the largest-ever UNCCD conference, the first to be held in the Middle East region, and the largest multilateral conference hosted by Saudi Arabia.

At this year’s SGI Forum, hundreds of policymakers, business leaders and subject-matter experts from across the world will convene in a dedicated SGI Pavilion in the UNCCD COP16 Green Zone. 

Dozens of tailored sessions will explore best practices, innovations and progress against SGI targets, with the goal of deepening collaboration and scaling up action for a greener future.

Since the launch of SGI, a significant positive impact has been achieved, with 4+ GW of renewable energy capacity installed, more than 95 million trees and shrubs planted, and more than 1,660 endangered animals re-wilded across the Kingdom.

For the duration of COP16, the SGI will welcome the public to a 4,000 sq m SGI Pavilion, where visitors can enjoy an interactive journey through Saudi Arabia’s whole-of-society climate and environment efforts in the SGI Gallery. 

A multimedia showcase and a broad range of experts will enable guests to learn more about the more than 80 initiatives already launched as part of SGI. 

Visitors can also attend and exchange ideas during daily SGI Talks, an expert-led speaker series that launched in 2023.

The SGI was launched by the crown prince in 2021 to drive climate action across all levels of society and achieve Saudi Arabia’s ambition to achieve net-zero emissions by 2060. 

The initiative demonstrates the Kingdom’s dedication to improving the quality of life for current and future generations and addressing the region’s environmental challenges, including high temperatures, low rainfall, dust storms and desertification.

In 2022, the SGI Forum was held in Sharm El-Sheikh, Egypt, in tandem with UNFCCC COP27. The event revealed major climate action projects, including the launch of a circular carbon economy knowledge hub, and the establishment of a regional center for advancing emissions reduction with UNESCWA.

In 2023, the third SGI Forum took place in conjunction with UNFCCC COP28 in Dubai.

During the event, the Kingdom unveiled a 300 percent increase in installed renewable energy capacity since 2022, and more than 43 million trees were planted toward the goal of 10 billion.


Film review: ‘Gladiator II’ — entertaining, and a fun romp

Film review: ‘Gladiator II’ — entertaining, and a fun romp
Updated 14 November 2024
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Film review: ‘Gladiator II’ — entertaining, and a fun romp

Film review: ‘Gladiator II’ — entertaining, and a fun romp

RIYADH: After years of waiting, “Gladiator II,” a sequel to the epic saga “Gladiator” (2000), has finally hit the screen.

The film, released in VOX Cinemas, Saudi Arabia on Nov. 14, had a premiere at VOX Cinemas, Roshn Front in Riyadh on Tuesday evening.

Directed by legendary filmmaker Ridley Scott, “Gladiator II” continues the epic saga of power, intrigue and vengeance in Ancient Rome.

Starring Pedro Pascal, Joseph Quinn, Paul Mescal, Denzel Washington and Fred Hechinger, the action genre release offers full entertainment, and serves as a follow-up to Scott’s “Gladiator,” released almost 25 years ago.

Years after witnessing the death of the revered hero Maximus at the hands of his uncle, Lucius (Paul Mescal) is forced to enter the Colosseum after his home is conquered by the tyrannical emperors who now lead Rome with an iron fist.

With rage in his heart and the future of the empire at stake, Lucius must look to his past to find strength and honor to return the glory of Rome to its people.

With “Gladiator II” expected to have its work cut out trying to prove it can stand toe to toe with Scott’s highly regarded epic, the film is not exactly what fans have been expecting. It is no patch on the original, to be sure, but it is still a good fun time at the movies, with Mescal and Washington stealing the show. It is entertaining, and a fun romp.

Scott’s return to the Roman arena is something of a repeat, but it is still a thrilling spectacle and Mescal a formidable lead.

Set about 25 years after “Gladiator,” we are reintroduced to Lucius (Mescal), the now grown son of Lucilla (Connie Nielsen) and Maximus (Russell Crowe). He lives with his wife and child in Numidia as a respected warrior, but a far cry from his birthright. When a battalion of Roman soldiers, led by General Marcus Acacius (Pedro Pascal) invades his land, his wife is killed in the battle, resulting in Lucius’ capture and enslavement. Passed along, he ends up in Rome, seen as fodder for the masses.

Obviously inspired by the similar predicamen    t of Maximus, Lucius quietly resolves to fight as a gladiator in the Colosseum. His silent reasoning and overwhelming abilities are noteworthy, capturing the attention of Macrinus (Denzel Washington), a former slave. Macrinus has designs on the throne of Rome, plotting to overthrow young emperors Caracalla (Fred Hechinger) and Geta (Joseph Quinn), taking Lucius under his wing in the process. As all of these people come together and realize Lucius’ connection; blood is spilt and lives are lost, but in the end Lucius takes his revenge.

“Gladiator II” is a good time at the multiplex, both for fans of the first one and those who do not have any extra affection.


KSrelief continues medical outreach in Kyrgyzstan, Yemen

KSrelief continues medical outreach in Kyrgyzstan, Yemen
Updated 14 November 2024
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KSrelief continues medical outreach in Kyrgyzstan, Yemen

KSrelief continues medical outreach in Kyrgyzstan, Yemen

RIYADH: Medical outreach initiatives by Saudi aid agency KSrelief in Kyrgyzstan and Yemen are continuing, Saudi Press Agency has reported.

In Bishkek, a week-long cardiac surgery and catheterization campaign is ongoing, with volunteer specialists performing three open-heart operations and 28 catheterizations. The initiative in Kyrgyzstan continues until Nov. 16.

In Aden, Yemen, KSrelief specialists carried out emergency medicine training for volunteers. Some 134 people received cardiopulmonary resuscitation training, while a further 10 were given advanced cardiovascular life support training.

Meanwhile, Dr Abdullah Al-Moallem, the aid agency’s health and environmental aid department director, hosted a World Health Organization delegation in Riyadh.

As part of proceedings, he discussed with Hans Kluge, WHO’s regional director for Europe, further possibilities for expanding their partnership to benefit patients in Europe.


KSrelief distributes aid to needy in Gaza, Yemen, Syria and Lebanon

KSrelief distributes aid to needy in Gaza, Yemen, Syria and Lebanon
Updated 14 November 2024
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KSrelief distributes aid to needy in Gaza, Yemen, Syria and Lebanon

KSrelief distributes aid to needy in Gaza, Yemen, Syria and Lebanon
  • The aid is part of the relief and humanitarian projects implemented by Saudi Arabia through KSrelief to alleviate people’s suffering

RIYADH: Saudi aid agency KSrelief has distributed more much-needed aid to people in Lebanon, Yemen, Gaza and Syria, reported Saudi Press Agency.

In the Syrian city of Idlib, food and hygiene kits were delivered to 914 families, while 500 food parcels given out in Gaza benefited 3,500 people.

In the northern city of Tripoli, Lebanon, 650 shopping vouchers were given to orphans and people with special needs from the Syrian refugee and host communities as part of the third phase of the 2024 Winter Clothes Distribution Project.

And in Yemen’s Hadhramaut Governorate, 800 winter kits were distributed, benefiting 4,800 people.