What sparks interest in a sport?
Sports fandom in Saudi Arabia has witnessed a remarkable transformation over the past decade, driven by a combination of cultural, economic, and social factors. This report delves into the key drivers of sports fandom in the region set against this backdrop.
Built using Dentsu Sports Analytics’ “10 Drivers of Fandom” framework this report examines what really drives an individual’s interest in sport and how new government initiatives, media influence, and societal changes have collectively fostered a new vibrant sports culture in the Kingdom.
The Saudi Vision 2030 initiative has played a pivotal role in promoting sports as a means of enhancing the quality of life for citizens and diversifying the country’s economy.
Significant investments in sports infrastructure, coupled with the hosting of high-profile international events, have not only increased local participation but also attracted global attention. Additionally, the rise of digital media and social platforms has revolutionized the way fans engage with their favourite sports, creating a more connected and interactive community.
Furthermore, the evolving societal norms, particularly the increased participation of women in sports, have contributed to a more inclusive and dynamic sports environment.
But ultimately the success of Saudi Vision 2030 “to inspire a new generation of sports fans in the region” will come down to one thing. The investment program’s ability to truly understand the drivers of its citizens’ and visitors’ sports fandom and enable it by building the right products, services, communications and infrastructure.