The Interview - Mr. Abdulaziz Albaqoos, Executive Director of Public Relations, International Affairs & Protocol - SOPC

Abdulaziz, you have a fruitful and relevant experience in the sport industry, having worked for prestigious companies and entities such as Tatweer Building Company, Saudi Arabian Olympic Committee, Hill+Knowlton Strategies, Olympic Council of Asia, and Team Saudi (Olympic and Paralympic Committee) as Executive Director for Public Relations, International Relations, and Protocol. What have been the main changes in the sport industry over the last 10–15 years in the Kingdom of Saudi Arabia?

Over the past decade, the Kingdom of Saudi Arabia has undergone a profound and measurable transformation in its sports landscape, driven by the ambitions of Vision 2030. The most significant shift is that sport is no longer viewed as a secondary pursuit — it has become a central pillar of national development, social cohesion, and international diplomacy.

From a policy and strategic perspective, Saudi Arabia has moved swiftly from participation to leadership. In 2015, female participation in sport was at 8% — today, that figure exceeds 38%, marking a 400% increase. We have grown from 16 to over 61 clubs benefiting from incentive programs, and national athlete registrations have surged by 139%. Over 500 licensed women’s sports clubs now operate across the Kingdom, alongside 617 licensed female gyms, which now account for 31% of all gyms.

On the grassroots and infrastructure levels, we’ve seen participation rates triple and national federations triple in number. More than 150 international sporting events have been hosted since 2018, welcoming over 3 million spectators. These include major competitions such as the Saudi Games 2024 (with over 9,000 athletes), the FEI Jumping Finals, and Olympic-recognized tournaments, among others. The growth has also been economic. The Kingdom’s sports GDP contribution has risen by 170% in just two years. Sports club revenues alone jumped from €21.25 million in 2019 to €212.5 million in 2023, and the overall sports industry is expected to contribute $33 billion to Saudi Arabia’s economy by 2030.

This transformation is not accidental — it is the result of deliberate investment, cross-sectoral collaboration, and leadership that recognizes sport as a vehicle for empowerment, national pride, and global visibility. The Saudi Olympic & Paralympic Committee has proudly played a central role in guiding this shift from policy to performance.

KSA is using sport as a catalyst for progress, innovation and development... What are the main strategies that the Kingdom has put in place in order to reach these objectives?

The Kingdom’s strategy to use sport as a catalyst for inclusion and social transformation is deeply embedded in Vision 2030. At its core, this strategy aims to ensure that sport is accessible, equitable, and impactful for every segment of society — from elite athletes to grassroots participants, from men to women, and from youth to persons with disabilities.

One of the most critical pillars in this approach has been gender inclusion. Over the past few years, the female sports ecosystem in Saudi Arabia has expanded dramatically. Women’s representation in sports federations has grown by 150%, and the number of women’s clubs and gyms has skyrocketed. The creation of the Women’s Football League and the Eastern Flames FC’s success story are emblematic of this shift — moving from symbolic participation to structured, competitive presence.

Another key driver has been the empowerment of Paralympic and community-level sports. Saudi Arabia now boasts over 1,500 grassroots initiatives focused on youth and underserved groups. Events such as the Saudi Games have introduced a structure that fosters nationwide participation and talent identification, while also embedding inclusion across all age groups and abilities. For example, in the 2024 Saudi Games, more than 200 Paralympic athletes competed alongside their Olympic peers, under the unified banner of "Team Saudi" — a symbol of one nation, one team.

Educational institutions have also been mobilized. The Ministry of Education has partnered with SOPC and the Ministry of Sport to introduce sport-for-all programs in schools and universities — ensuring the next generation sees sport not only as competition but as a way of life. Sport is now taught in over 90% of schools nationwide, supported by national campaigns and initiatives such as “Move to Improve.”

Behind the scenes, these advancements are supported by data-driven governance, partnerships with international bodies, and long-term investment in sport infrastructure, coaching, and events. Through these efforts, Saudi Arabia is building a more inclusive and health-conscious society — where sport acts as a bridge between generations, genders, and communities.

The Kingdom is also very much into hosting very significant and relevant major sport events, in order to generate economic and tourism impact but, also, to become a catalyst element in order to engage Saudi population to practice sport activities and into healthy habits. Can you elaborate a little bit more for us about the strategy and the results so far?

Saudi Arabia’s approach to hosting major international sporting events is not just about prestige — it’s a deliberate national strategy aligned with Vision 2030, using sport as a lever for economic diversification, tourism development, and societal transformation. Since 2018, the Kingdom has hosted over 150 international sporting events, welcoming more than 3 million spectators. These events range from global spectacles like Formula 1 and the Esports World Cup to large-scale regional tournaments like the Saudi Games, which featured over 9,000 athletes and awarded more than €50 million in prizes in 2024 alone. The ripple effect is measurable. In just a few years:

• Sports participation has tripled,

• The number of registered athletes increased by 139%, and

• The sports sector’s contribution to GDP has grown by 170% within two years.

What makes this transformation unique is its dual impact — both globally and locally. Internationally, it positions Saudi Arabia as a trusted host and global player. Domestically, it inspires a new generation to embrace healthier lifestyles, fuels infrastructure investment, and drives job creation in both urban and rural communities.

We’re also witnessing a cultural shift. Sport is no longer viewed solely as competition, but as a means of national pride, economic opportunity, and community cohesion. The Kingdom is actively fostering this ecosystem with public-private partnerships, innovation hubs, and sectorspecific development plans — all designed to ensure that the benefits of hosting endure far beyond the final whistle.

Saudi Arabia’s sports transformation is a living example of how targeted event hosting, backed by strategic investment, can serve as a launchpad for long-term impact — not just in the arena, but across society as a whole.

In 2034, KSA will host the Male FIFA World Cup, after Spain-Portugal-Morocco will host it in 2030. How important is football in the Kingdom? What are the main plans in terms of venues and infrastructure? And in terms of social impact in the Saudi society?

Football holds a deeply rooted place in the heart of Saudi society — it is by far the most popular sport in the Kingdom. From packed stadiums on match days to youth leagues across every region, football is not just a game, but a cultural force that unites generations, communities, and aspirations. It comes as no surprise, then, that Saudi Arabia’s successful bid to host the FIFA World Cup 2034 has been met with national pride and international interest.

The 2034 tournament is envisioned as a pivotal milestone in Saudi Arabia’s transformation journey under Vision 2030. According to official government statements, preparations are already underway, with the Sports Boulevard, Qiddiya, and Diriyah Gate among the megaprojects expected to feature world-class football venues. Additionally, cities like Jeddah, Dammam, and Abha are undergoing major upgrades to their sports infrastructure, transportation, and hospitality sectors to support the expected influx of fans, teams, and media.

In line with Saudi Arabia’s commitment to sustainability and innovation, many of the venues will integrate smart technologies, green building standards, and modular designs — reinforcing the Kingdom’s goal to host one of the most future-forward editions of the World Cup in history. The Kingdom is also collaborating closely with FIFA and international consultants to ensure that all requirements and best practices are met.

But beyond the infrastructure, the social impact of hosting the World Cup is profound. Football is a vehicle for national unity, youth engagement, and global visibility. Hosting the tournament offers an unmatched opportunity to inspire the next generation of Saudi footballers — male and female — and to promote broader societal values such as inclusion, health, volunteerism, and cultural exchange.

The tournament is also expected to catalyze economic growth through job creation, tourism, and foreign investment. And importantly, it builds upon the Kingdom’s growing track record in successfully hosting major sporting events, reinforcing its credibility and capacity as a global sports hub.

Ultimately, the FIFA World Cup 2034 will be more than a tournament — it will be a moment of collective pride and an engine of transformation, telling the story of a modern Saudi Arabia to the world.

According to your experience and knowledge about the sport industry, how do you envision the sport industry by 2030? What are the main challenges? And the main opportunities?

By 2030, I believe the global sport industry will be defined by three key dynamics: sustainability, inclusivity, and digital transformation. These forces are reshaping not only how sport is played and consumed, but how it is governed, monetized, and used as a tool for social and economic development.

In the context of Saudi Arabia, Vision 2030 has accelerated the repositioning of sport from a recreational pastime to a national pillar of transformation. The Kingdom’s approach to sports is now anchored in delivering economic value, community health outcomes, youth empowerment, and international credibility. I foresee Saudi Arabia becoming one of the world’s leading hubs for sport — not just as a host nation, but as a producer of talent, innovation, and global narratives.

Opportunities include:

• Hosting major events that go beyond football, including multi-sport games, esports, and women’s championships.

• Building talent pathways that take athletes from grassroots to elite, supported by world-class training facilities and federations.

• Establishing a vibrant sports economy through investments in sports tech, performance science, and fan engagement platforms.

• Driving social impact by embedding sport in schools, universities, and public health programs.

• Leveraging sport for diplomacy, positioning the Kingdom as a convener of crosscultural and interfaith dialogue.

However, challenges remain. Scaling human capital — particularly in technical, coaching, and administrative roles — requires long-term investment in education and professionalization. Balancing global visibility with local relevance is another tension; we must ensure that hosting global events translates into tangible outcomes for our communities. Additionally, with the rapid pace of change, there is a need for robust governance, ethical standards, and data security frameworks in sport.

Yet I am optimistic. What sets Saudi Arabia apart is not only the resources and ambition, but the unified national will to see sport become a core part of our identity and future. As we approach 2030, the sport industry — both globally and locally — will be more interconnected, impactful, and essential than ever before.