Saudi Arabia has become a major player in the global sports arena, using its financial strength and strategic planning to make a mark.
Through its “Vision 2030” initiative, the Kingdom is working to diversify its economy and establish itself as a leading sports hub in the East.
It has already made impressive moves—hosting big-name events, bringing in Western sports stars, and building top-notch facilities. But there’s room to aim higher and expand even more. By focusing on the East as the main area for growth, Saudi Arabia can build a sports culture that excites local fans, develops regional talent, and grabs worldwide attention.
The strategy involves using Western sports stars and venues to boost the effort while keeping the focus on making the East a dominant force in professional sports. Here’s how they can do it.
Building a Sports Legacy in the East with Western Talent
Saudi Arabia has been smart in bringing Western sports stars to the East, creating a connection between global talent and regional fans. In football, the Saudi Pro League has attracted legends like Cristiano Ronaldo, Neymar, and Karim Benzema with big contracts.
These signings have raised the league’s profile and put the East on the map as a place for elite competition. But Saudi Arabia can take this further by branching out into other sports that are popular in the East—like cricket, martial arts, and basketball—while still using Western talent to draw attention.
Take cricket, for example, which has a huge following in South Asia, especially in India, Pakistan, and Bangladesh. Saudi Arabia could launch a high-stakes T20 cricket league in the East, bringing in Western cricketers from countries like England, Australia, and the West Indies—think players like Ben Stokes, Pat Cummins, or Jason Holder—to compete with regional stars.
Hosting this league in modern stadiums in cities like Riyadh or Jeddah would pull in massive crowds from nearby countries, strengthening regional ties through sport. To add global appeal, Saudi Arabia could work with Western cricket organizations to hold exhibition matches in famous venues like Lord’s in London or the Melbourne Cricket Ground, showcasing Eastern talent to the world while promoting the Saudi-backed league.
Basketball is another sport gaining traction in the East, especially in places like the Philippines and China. Saudi Arabia could create an invitational tournament featuring NBA stars like LeBron James or Kevin Durant, playing alongside up-and-coming Asian players.
Hosting this in a top facility like the King Abdullah Sports City would thrill fans across the East. To build even more hype, they could stage a pre-tournament exhibition game in a Western venue like Madison Square Garden in New York, pitting a Saudi-selected team against an NBA All-Star squad.
This would generate excitement and position the East as a new hub for basketball, encouraging more Western stars to join future events.
Hosting Major Events to Boost the East’s Global Standing
Saudi Arabia’s goal to host major international sporting events is a key part of its strategy. The Kingdom has already secured events like the Formula 1 Saudi Arabian Grand Prix and the LIV Golf series, but it can aim higher to make the East a global sports leader.
Going after the FIFA World Cup or even the Olympic Games would be a massive step, not just for Saudi Arabia but for the whole region. These events would bring in millions of visitors, showing off the East’s hospitality, culture, and infrastructure to the world.
To make this happen, Saudi Arabia could team up with other Eastern nations to co-host these huge events, sharing the economic benefits across the region. For example, a FIFA World Cup co-hosted with Qatar and the United Arab Emirates would use the facilities already built for Qatar’s 2022 tournament while proving the East can collaborate on a global scale.
Matches could be played in iconic Saudi venues like the King Fahd International Stadium, as well as stadiums in Doha and Dubai, creating a unified regional experience for fans. To add a Western touch, Saudi Arabia could organize pre-tournament friendlies in European cities like Paris or London, featuring Eastern teams against Western giants, building excitement for the main event.
Beyond football, Saudi Arabia could focus on sports with strong regional followings, like martial arts. The Kingdom could create an annual global martial arts championship, inviting Western fighters like Conor McGregor or Khabib Nurmagomedov—who has a huge Western fanbase—to face off against Eastern stars from Japan, Thailand, and China, where martial arts have deep roots.
Hosting this in a Saudi city like Dammam, with a cultural festival celebrating the East’s martial arts traditions, would connect with local fans. To draw global attention, preliminary bouts could be held in Western venues like the O2 Arena in London, showcasing Eastern fighters to a wider audience and building anticipation for the main event in Saudi Arabia.
Creating a Strong Sports System in the East
While bringing in Western stars and hosting global events can make a quick impact, Saudi Arabia needs to build a lasting sports system in the East. This starts with investing in grassroots programs to develop local talent, ensuring the region produces its own champions who can compete internationally.
The Kingdom has already started this with efforts like the Saudi Sports for All Federation, which encourages community participation. But they can aim higher by setting up a network of elite sports academies across the East, focusing on sports that resonate in the region.
Field hockey, for instance, is hugely popular in India and Pakistan, but the sport often lacks the funding and facilities to consistently produce world-class players. Saudi Arabia could build a field hockey academy in Jeddah, equipped with the best training technology and staffed by Western coaches from dominant nations like the Netherlands or Australia.
Young athletes from across the East could train there, benefiting from top facilities and expert coaching. To highlight the academy’s talent, Saudi Arabia could host an annual tournament in a Western venue like the Lee Valley Hockey Centre in London, pitting its academy graduates against top European teams. This would raise the East’s field hockey profile and motivate young players in the region.
Volleyball is another sport with a strong following in Iran, Japan, and South Korea. Saudi Arabia could establish a volleyball academy in Riyadh, bringing in Western coaches from powerhouse countries like Brazil or the United States to develop a pipeline of talent capable of competing at the Olympics.
Hosting an annual East vs. West volleyball challenge in a venue like the Staples Center in Los Angeles would generate global interest, while the main tournament in Riyadh would establish the East as a volleyball hub.
Improving the Fan Experience with Eastern and Western Elements
To make the East a true sports destination, Saudi Arabia must focus on creating a great experience for fans, designing events that appeal to both local and international audiences. The Kingdom has already shown it can create lively atmospheres, as seen in events like the Riyadh Season, which mixes sports with entertainment and cultural experiences.
Building on this, Saudi Arabia can aim higher by combining Eastern traditions with Western entertainment, creating a unique fan experience that sets the region apart.
During a Saudi-hosted cricket tournament, for example, the Kingdom could offer fans a mix of Eastern hospitality—like traditional Bedouin tents with local food—and Western-style entertainment, such as live performances by global music stars.
Picture a T20 match in Jeddah where fans enjoy a pre-game concert by a Western artist like Ed Sheeran, followed by a post-match celebration with traditional Saudi sword dancing. This combination would appeal to both Eastern and Western fans, making the event a cultural spectacle as well as a sporting one.
To promote the tournament globally, Saudi Arabia could host a launch event in a Western-influenced city like Dubai, featuring a celebrity match with Western cricketers and Eastern stars, streamed live to millions.
Technology can also enhance the fan experience. Saudi Arabia could develop a mobile app with features like live stats, interactive games, and augmented reality tours of the stadiums for fans in the East.
For international fans, the app could offer virtual reality options, letting them feel like they’re in the stadium. Partnering with Western tech companies like Apple or Google to build this app would ensure it meets global standards, further connecting the East and West.
Leading in Esports and New Sports in the East
Saudi Arabia’s investment in esports is a smart move, given the industry’s rapid growth and popularity among younger fans in the East. The Kingdom has already hosted major events like the Esports World Cup, but it can go further by making the East the global center for esports.
This could involve building a permanent esports arena in Riyadh, designed with the latest technology and able to host events year-round. To attract Western talent, Saudi Arabia could invite top esports teams from the United States and Europe to compete against Eastern teams from South Korea, China, and Japan—countries with strong esports scenes.
Hosting a launch event for the arena in a Western venue like the Microsoft Theater in Los Angeles would create global buzz, while the main events in Riyadh would establish the East as an esports leader.
Beyond esports, Saudi Arabia can explore new sports with growth potential in the East, like padel and mixed martial arts (MMA). Padel, a racquet sport mixing tennis and squash, is gaining popularity in the Middle East, especially in the UAE and Qatar.
Saudi Arabia could create a professional padel league, inviting Western stars like Spain’s Alejandro Galán to compete against Eastern players. Hosting the league’s finals in a Western venue like the Queen’s Club in London would draw international attention, while the regular season in Saudi cities would build a local fanbase.
MMA has a growing following in the East, particularly in countries like Kazakhstan and Uzbekistan, which have produced top fighters. Saudi Arabia could partner with the UFC to create an annual “UFC East” event in Jeddah, featuring Western stars like Jon Jones alongside Eastern fighters.
To promote the event, preliminary bouts could be held in a Western city like Las Vegas, the UFC’s traditional home, creating an East vs. West storyline that captivates global audiences.
Tackling Challenges and Building a Strong Foundation
As Saudi Arabia expands its sports goals in the East, it must address concerns about its image and ensure its efforts benefit the entire region. This means focusing on traditional values, like promoting family-friendly events that align with the region’s cultural principles.
The Kingdom has already hosted events like the Saudi Women’s Football League, but it can do more by creating a family sports festival in the East, featuring sports like soccer, basketball, and athletics. Inviting Western stars like Serena Williams or Alex Morgan to participate would inspire young athletes, while hosting the event in a Saudi city would highlight the Kingdom’s commitment to family values.
Saudi Arabia also needs to ensure its sports system is built to last. This involves training local coaches, referees, and administrators to manage the growing industry, reducing dependence on Western expertise over time. By establishing a sports university in Riyadh, the Kingdom could train the next generation of sports professionals in the East, ensuring the region’s long-term success.
Sky Is The Limit
Saudi Arabia has the resources, vision, and drive to make the East a global sports powerhouse. By using Western stars and venues to boost its efforts, the Kingdom can create a sports system that excites regional fans while capturing the world’s attention.
From hosting major events and developing local talent to leading in esports and improving the fan experience, Saudi Arabia can aim higher and build a legacy that inspires generations in the East and beyond.
The key is to blend the best of the East and West, creating a strong sporting identity that honors the region’s traditions while embracing global excellence.
If Saudi Arabia keeps pushing forward, the East could soon stand toe-to-toe with the West as a leader in professional sports.
