CNN’s Marketplace Middle East Explores Saudi Arabia’s Ambitions to Become a Global Sporting Hub
In the latest episode of Marketplace Middle East, CNN’s Eleni Giokos sees how Saudi Arabia plans to diversify its assets and become a global hub in the multibillion-dollar e-sport market and speaks to the Saudi Pro League’s Chief Operating Officer on its plans to become a Top 10 football association.
A key player driving Saudi Arabia’s investment in gaming is Faisal bin Bandar Al Saud, Chairman of the Saudi eSport Federation. He tells Giokos about the Kingdom’s strategy and its implications on economies in the region, “Our outlook by 2030 is to have a GDP contribution in Saudi of roughly 50 billion Saudi Riyals. Which will roughly be around 1% of the GDP. It's a growing industry worldwide, so, to be an additive part of that as Saudi with our community, with our investments, not just here, but globally, it's something that's very important to us.”
Al Saud says that this GDP contribution is not the only target, “Some of our overarching KPIs in the national strategy for gaming and eSports are not just the GDP contribution, but 40,000 jobs created, 250 companies based in Saudi, both local and regional headquarters.”
As well as focusing on attracting global competitions and events, Al Saud explains that investment will be made in nurturing talent, “We also have the federation, which is focused on professional eSports. So that's not just these big tournaments and international tournaments, but that's growing the grassroots.”
The chairman speaks about how his plans tie into the wider diversification of the Kingdom’s economy, “The diversification away from oil is key because in the past projects, growth, investments were dependent on what the global oil economy was doing. And diversifying away from that creates the ability to look at things in a more long-term, stable way. And I think that's what's key to everything that we're doing. Whether it's entertainment, whether it's gaming, whether it's tourism. You know, we all work in lockstep together to make sure that we're creating the best for the future of our people.”
Next, Giokos meets Carlo Nohra, the Saudi Pro League Chief Operating Officer. The Kingdom hopes to create its own superstar league with plans to disrupt the global football industry. The COO says the country’s involvement in world football isn't going anywhere any time soon, “Everybody's entitled to their own opinion. We've got a plan; we've got a strategy. It's a long-term approach. This isn't a flash in the pan and we're not gonna go away next year.”
The spending spree in Saudi Arabian football has attracted talent from across the globe. Nohra tells Giokos about the Ronaldo effect after the Portuguese striker joined Al Nasser, “We've seen with the Ronaldo factor record attendances in the 2023 season just passed. We've seen Al Nasser Club attendance shoot 150% from where they were the previous season. We've seen interest across the world through our broadcast rights. What is clear is that the interest is just growing day by day.”
Nohra discusses how the growth of the Pro League fits with Saudi Arabia’s plans for the future, “We are grounded in the vision of the entire country and where Vision 2030 wants to take Saudi Arabia. So, we feel that the commitment to continue to drive and support the league is imperative for our future. But I also have to say this, football should be a contributor to GDP. We shouldn't be sitting here talking about how much it's costing the country. It should be about how much we're contributing to the country.”
Looking ahead, Nohra says the league can begin to focus more on homegrown talent, “What we can't do is continue to import to manage the industry for us. There is more than capable talent in Saudi Arabia that can be groomed to take over the reins and continue to build on the foundations that we've set for them.”
