Sports marketeers take deep dive into Saudi culture

Sports marketeers take deep dive into Saudi culture
Leo Borges, executive creative director of Havas Middle East, spoke to Arab News about how Saudis had the opportunity to mold the creative industry. (AN photo/Loai Elkelawy)
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Updated 08 November 2024
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Sports marketeers take deep dive into Saudi culture

Sports marketeers take deep dive into Saudi culture

RIYADH: Top regional executives spoke about how having a deep understanding of the Kingdom’s culture was crucial in the creative industries, during the Athar — Saudi Festival of Creativity in Riyadh on Wednesday.

Leo Borges, executive creative director of Havas Middle East, spoke to Arab News about how Saudis had the opportunity to mold the creative industry.

“What I would say and sort of like what I want to see coming out of Saudi, is a creative culture that’s specific (to) here, it’s about Saudi people.”

He said that the baseline for the creative industry was understanding the audience.

“If you’re working in Saudi, they need to understand Saudi. They need to understand the culture. They need to understand the times. They need to understand the context in which their message is going to be, it’s going to be displayed.”

Borges went on to highlight the stark difference between sports marketing and other industries.

“I think sports marketing is different from other kinds of marketing because of the passion that the audience has for this sport, or for the teams, or for the players,” he said.

“So in this space, rarely the brand is the number one thing, right? Like people don’t necessarily love Adidas. They love Adidas because Adidas is sponsoring the team.”

Speaking at the “Leaders and Visionaries: CMOs Unplugged” session, panelist Ammar Alamro, director of marketing and communications at the Saudi Sports for All Federation, or SFA, in Riyadh, described his focus on “human insight” as opposed to “local insight.”

With more than 40 percent of non-Saudis living in the Kingdom, Alamro told Arab News that the Saudi Sports for All Federation targeted everyone when crafting their campaigns to encourage physical activity.

“With that, we need to understand who is in the Kingdom, and from a recent study, it showed that 42 percent of the Kingdom are not Saudis,” he said. “When we craft our campaigns or our communication we want to make an impact in the Saudi population, and people living in Saudi.”

Before creating a marketing strategy, SFA will research and developed a program that takes into account the different levels of physical activity within the Kingdom — active, semi-active, and inactive. 

“We try, in SFA, with all our programs to cater to everyone in the Kingdom, because our target audience is everyone in the Kingdom.”

Since SFA’s restructuring in 2018 to increase the ratio of individuals exercising at least once a week to 40 per cent by 2030, the federation had seen a positive reaction from the community with exponential growth in physical activity.

The “physical activity level in the Kingdom in 2018 was 13 percent ... In 2021, the physical activity level in the Kingdom reached 48 percent, which is great, and now we’re changing the targets and increasing the targets, actually, beyond 40 percent to achieve more targets in 2030.”

Since joining the SFA in 2023, Alamro has played a pivotal role in promoting and growing events, including the Riyadh Marathon, Tough Mudder, the SandClash CrossFit competition.

The session also brought together industry leaders, Najeeb Jarrar, CMO at Google MENA, Aamir Allibhoy, regional chief marketing officer at Tim Hortons, MENA, and was moderated by Ashish Verma, global head of Bloomberg Media Studios, who all shared insights on navigating the rapidly evolving creative landscape in Saudi Arabia.

The festival will conclude with the Athar Awards ceremony on the evening of Nov. 6.


Saudi tech diplomat meets Iraqi PM to discuss digital cooperation

Saudi tech diplomat meets Iraqi PM to discuss digital cooperation
Updated 5 sec ago
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Saudi tech diplomat meets Iraqi PM to discuss digital cooperation

Saudi tech diplomat meets Iraqi PM to discuss digital cooperation
  • Deemah Al-Yahya, head of the multilateral Digital Cooperation Organization, commended Iraq’s investment in human capital as driver for growth and expansion of digital economy
  • Iraq has been working in recent years to develop a strategy for digital transformation to help support the private and public sectors and grow the economy

RIYADH: Saudi senior tech diplomat Deemah Al-Yahya, the secretary-general of the multilateral Digital Cooperation Organization, held talks on Monday with Iraq’s prime minister, Mohammed Shia Al-Sudani, about support for Baghdad’s plans to develop its digital business and artificial intelligence sectors.

They discussed Iraq’s strategy for digital transformation, and the need to create and develop a workforce with the tech skills required to help grow the Iraqi economy effectively, the Saudi Press Agency reported.

Though Iraq is not a member of the DCO, an international body that focuses on the digital economy, Al-Sudani said his country is keen to work with the organization to meet the nation’s needs for a skilled workforce in the business sector.

Al-Yahya commended Iraq for the progress it has already made in terms of investment in the human capital needed to develop the digital skills that are essential to drive growth in a digitized economy.

Iraq has been working in recent years to develop a strategy for digital transformation to help support the private and public sectors and grow the economy. Authorities this month organized the first Digital Space Iraq Forum, which focused on the use of advanced technologies, including AI, to help build a comprehensive digital economy.

The DCO says that since it was founded in November 2020, it has been at the forefront of efforts to curate policies and initiatives to support the digital economy in several countries. Currently, 16 nations are members, including Saudi Arabia, Jordan, Pakistan, Bahrain, Bangladesh and Oman. It also has 39 observer partner organizations.

DCO member states have a collective gross domestic product of $3.5 trillion and serve a combined market of nearly 800 million people, more than 70 percent of whom are under the age of 35.


Saudi FM pushes for regional stability at G7-Arab foreign ministers meeting

Saudi FM pushes for regional stability at G7-Arab foreign ministers meeting
Updated 51 min 42 sec ago
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Saudi FM pushes for regional stability at G7-Arab foreign ministers meeting

Saudi FM pushes for regional stability at G7-Arab foreign ministers meeting
  • In his address, Prince Faisal highlighted the ongoing crises in Gaza and Lebanon

RIYADH: Saudi Foreign Minister Prince Faisal bin Farhan took part in an expanded session of the second meeting between G7 foreign ministers and their counterparts from Arab nations on Monday, the Saudi Press Agency reported.

The meeting was hosted in Italy under the theme “Together for the Stability of the Middle East.”

The session, which addressed pressing regional and international challenges, was held with the participation of Saudi, Jordanian, Emirati, Qatari and Egyptian officials, as well as the secretary-general of the Arab League.

In his address, Prince Faisal emphasized the importance of strengthening partnerships to address these challenges effectively.

He highlighted the ongoing crises in Gaza and Lebanon, urging the international community to act immediately to secure a ceasefire, facilitate unrestricted humanitarian aid, and progress toward establishing an independent Palestinian state.

He also called for respect for Lebanon’s sovereignty, and renewed international efforts to resolve the crisis in Sudan and alleviate the resulting human suffering.

The meeting was also attended by Prince Faisal bin Sattam bin Abdul Aziz, Saudi ambassador to Italy, the SPA reported.


Scientists awarded for sustainable water innovation at Saudi conference

Scientists awarded for sustainable water innovation at Saudi conference
Updated 25 November 2024
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Scientists awarded for sustainable water innovation at Saudi conference

Scientists awarded for sustainable water innovation at Saudi conference
  • Research aims to improve desalination efficiency
  • Makkah’s deputy emir in attendance

JEDDAH: Scientists were awarded prizes for their work in researching desalination and wastewater treatment technologies during an event in Jeddah on Monday.

The third edition of the Innovation-Driven Water Sustainability Conference was attended by 480 experts, scientists, researchers, specialists and 40 leading organizations in the water sector, from 20 countries.

The grand prize — the Global Prize for Innovation in Desalination 2024 — went to Lee Nuang Sim from Singapore’s Nanyang Technological University for his project “uncovering the power of centrifugal reverse osmosis,” and Sue Mecham, CEO of NALA Membranes, for her project “chlorine stable new membranes for sustainable desalination and wastewater treatment/reuse.”

Visitors attend the third Innovation-Driven Water Sustainability Conference in Jeddah on Nov. 25, 2024. (Supplied)

Mecham, from North Carolina, US, spoke to Arab News after receiving her award, saying: “We are honored to be selected for the Global Prize for Innovation in Desalination 2024. Our mission is to bring new membranes to market and reduce the cost and complexity of water purification.”

Meanwhile, Saudi Ghadeer Al-Balawi from the University of Tabuk was another one of this year’s prizewinners with her project “novel heterogeneous catalysts for improving wastewater treatment plants in Saudi Arabia.”

Al-Balawi told Arab News: “I am incredibly honored to be one of the recipients of the Global Prize for Innovation in Desalination 2024. This recognition means so much to me. This project has been conducted at the University of Sheffield with hard work and dedication with the assistance of my supervisor, Dr. Marco Conte.”

The event’s opening ceremony was attended by Makkah Deputy Emir Prince Saud bin Mishal and Minister of Environment, Water and Agriculture Abdulrahman Abdulmohsen Al-Fadley, as well as other senior officials.

Following the opening, Abdullah Al-Abdulkarim, chairman of the Saudi Water Authority, said that the event reflects the Kingdom’s commitment to promoting scientific and research innovation as a pillar for achieving water sustainability and security.

Through the conference, the SWA aims to share the impact of innovation in promoting the sustainable supply of water, according to SWA spokesperson Sultan Al-Rajhi.

“This conference discusses the latest global practices and innovative solutions in the water industry, with the participation of experts, scientists and specialists, who emphasize the pivotal role of innovation in accelerating the future prosperity of water and achieving the Sustainable Development Goals for water and the environment,” he said.

The two-day conference will continue to feature discussions on more than 180 research papers, as well as a water hackathon organized by the Saudi Water Innovation Center.

 


PSC members visit Gulf Cooperation Council in Riyadh

PSC members visit Gulf Cooperation Council in Riyadh
Updated 25 November 2024
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PSC members visit Gulf Cooperation Council in Riyadh

PSC members visit Gulf Cooperation Council in Riyadh
  • The EU and the GCC held a political dialogue session, co-chaired by Pronk and Jasem Albudaiwi, secretary-general of the GCC

RIYADH: Members of the EU’s Political and Security Committee, including its chair, Ambassador Delphine Pronk, and ambassadors of EU member states, paid an official visit to the Gulf Cooperation Council headquarters in Riyadh on Monday.

The delegation was accompanied by the European External Action Service Managing Director for the Middle East and North Africa Helene Le Gal, and EU Special Representative for the Gulf Luigi Di Maio.

The EU and the GCC held a political dialogue session, co-chaired by Pronk and Jasem Albudaiwi, secretary-general of the GCC.

The two parties discussed matters of mutual interest and the need to increase joint efforts to tackle global challenges.

This included the situations in Israel, Gaza and Lebanon, Gulf security and Iran, maritime security in the Red Sea region, Iraq, Sudan and the Horn of Africa, as well as Russian aggression against Ukraine.

The committee delegates and the GCC also agreed on strengthening the EU-GCC regional security cooperation.

The political dialogue constitutes an important step forward following the successful first EU-GCC Summit in Brussels on Oct. 16.


Winners of Arabic language prize honored

Winners of Arabic language prize honored
Updated 25 November 2024
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Winners of Arabic language prize honored

Winners of Arabic language prize honored
  • Final results were based on evaluations by judging committees, considering criteria such as creativity, innovation, performance excellence, impact, and achieved outcomes

RIYADH: The winners of the King Salman Global Academy Prize for Arabic Language were recently honored in Riyadh in individual and institutional categories.

The event, held under the patronage of Minister of Culture Prince Badr bin Abdullah bin Farhan, focused on four main areas: Arabic language teaching and learning, Arabic language computing and services through modern technologies, Arabic language research and studies, and promoting linguistic awareness and community initiatives.

The total value of the awards for both categories amounted to SR1.6 million ($426,000), with each winner receiving SR200,000, the Saudi Press Agency reported.

The final results were based on evaluations by judging committees, considering criteria such as creativity, innovation, performance excellence, impact, and achieved outcomes.

The award honors those who excel in serving the Arabic language, recognizing their contributions to preserving linguistic identity, promoting Arab culture, fostering loyalty, and enhancing communication within the Arab community.