Football remains a crucial catalyst for the sustained growth of the Saudi sports sector, which is likely to reach a market volume of $22.4 billion by 2030.
As such, the football media landscape is undergoing profound change, transforming into a multifaceted industry that brings investments and global interest, ushering in a new era for increased football fan engagement in Saudi Arabia.
Capitalizing on the ongoing momentum, Footballco, the leading UK-headquartered football content and media company, has deepened its investments and on-ground presence in the Kingdom with the launch of its regional headquarters (RHQ) in Riyadh.
Footballco reaches an audience of 192 million fans across the MENA region, including over half of the adult population of Saudi Arabia (~14 million Saudis), each month through GOAL & KOOORA, among its 8 brands.
Unlocking the Future of Football Content in Saudi’s Sports Sector
The move-in speaks to the market potential for football content. With a rising football fan fandom, there’s a growing appetite for deeper, more content-driven football fan engagement, particularly in the lead-up to major tournaments like the 2034 FIFA World Cup.
Events like these establish a powerful socio-cultural influence, creating the need for diverse content formats that truly resonate with local football enthusiasts and keep up with their evolving preferences.
By strengthening its on-the-ground presence in Saudi Arabia, Footballco looks to address this demand, forge stronger relationships with stakeholders, and carve a niche for itself as the go-to platform for everything related to football content.
“The biggest and best events are happening in Saudi Arabia, and you need to be on the ground and in the field to capitalize on this momentum. This is exactly what Footballco has been doing. It helps us streamline our production. Our media teams are engaging directly with local teams, sponsors, and, most importantly, the fans, which leads to more authentic and impactful coverage,” said Andrew Reekie, Footballco’s Chief Financial Officer.
“Physical presence helps with faster market integration. It signals commitment to the Saudi market, it allows us to build personal and professional relationships, and ultimately develops a pipeline and identifies opportunities early on,” noted Reekie.
Footballco’s RHQ will act as the vital center of its interconnected operations in the Gulf region, where it has already established a dominant market position. Its combined platforms reach a vast audience of 306 million people worldwide, including 192 million in the region.
The scale and effectiveness of its reach underscore its innovative digital strategies and its ability to adapt to new cultural contexts in each target market.
Achieving Deeper Localization of Football Fan Engagement in Saudi Arabia
Footballco’s growth plans in Saudi prioritize localization in distinct ways, with a focus on rolling out a full-service offering from Riyadh. This involves “local creative and client services teams that ensure Footballco can better serve the brand and rights holders in developing this wave of growth.”
Speaking about the role of AstroLabs in facilitating the company’s Saudi expansion, Reekie emphasized that obtaining the help of a dedicated market expansion firm has proven not just advantageous but necessary in streamlining the entire incorporation process.
“Saudi isn’t a gold rush. It requires attention and a long-term focus. Partnering with a local business expansion expert helps you see the full picture of what the local market looks like. AstroLabs worked with all internal teams to create a seamless and problem-free process,” he explained.
“This picture is drawn by technical experts on topics such as the right licensing for operations and winning projects in the market, small details you might overlook but can define your business expansion lifespan and success,” he added.
Reekie also stressed the importance of gaining an in-depth understanding of the local market before expanding. This is particularly important for having a ‘full landing’ into the Saudi market. At AstroLabs, we have seen firsthand how businesses that committed to a complete market integration method were the ones that managed to fast-track their growth in the Kingdom.
Having the right partner who strengthens your market integration is equally important. Reekie explains, “AstroLabs did not operationally subtract from our business and has continued their support throughout, even after we established our operations in Saudi Arabia—including hiring local talent for our office in Saudi. The process minimized disruptions to their business and created a focused entry.”
Utilizing its Riyadh hub, Footballco is well-positioned to make its mark in the local football media space, supporting Saudi Arabia’s rising influence as a sports media powerhouse and the development of football as a whole nationwide.