[Riyadh Season 2023] How much does it cost to watch Cristiano Ronaldo vs Lionel Messi in Riyadh?
Saudi Seasons
The Saudi Seasons is a tourism and cultural initiative launched in 2019 by the Ministry of Tourism [Kingdom of Saudi Arabia (KSA)] to develop the tourism sector, enhance the quality of life of Saudi citizens, create more job opportunities for Saudi nationals, and stimulate the growth of the national economy, in line with the Saudi Vision 2030.
The Saudi Seasons initiative promotes the cultural and historical features of Saudi cities and regions and hosts mega entertainment, leisure, recreational, and sporting events.
Saudi Seasons cannibalising revenue from non-season period
Consultancy-me (2023)
“But it turns out Saudi Seasons might not be as good for business as leaders in the Kingdom may have hoped. A new report from Saudi management consulting firm Mukatafa reveals that 65% of participants in a business survey said their revenues were negatively affected, with only 13% reporting a positive impact.”
Riyadh Season
Riyadh Season is one of the world’s largest annual entertainment and sports festival organized by the General Entertainment Authority (GEA, KSA) during winter in Riyadh, KSA. 1
The fourth edition of Riyadh Season began in October 2023 with a new tagline “Big Time!” and is expected to run until April 2024.
The current edition features 12 zones — Boulevard City, Boulevard World, Kingdom Arena (formerly Boulevard Hall), ROSHN Front, Souq Al Awaleen, The Groves, Riyadh Zoo, Wonder Garden, VIA Riyadh, Riyadh Food Trucks Park, Suwaidi Park, and Ramla Terraza.
Riyadh Season 2023 powered by Saudi National Bank (SNB) has onboarded 26 partners in eight partnership tiers (including “category exclusivity” tiers).
Riyadh Season surpasses 12m visitors mark midway
Arab News (2024)
“Saudi Arabia’s annual tourist attraction, Riyadh Season, has surpassed its target of 12 million visitors before reaching the halfway point, according to a top official.
Turki Al-Alshikh, chairman of the General Entertainment Authority, revealed in a post on X, formerly Twitter, that the event achieved the goal within 60 days.
The official said that the 12-million visitors goal, initially set for the entire event, was reached midway.
Debuted in 2019, the inaugural edition attracted over 7 million visitors.
In 2022, attendance surged to over 15 million, with 1 million tourists from 125 countries.”
Riyadh Season Smartphone Application:
Riyadh Season Ticketing Platform (webook):
Soccer X Riyadh Season 2023
AS Roma
Riyadh Season is the Imperium Partner (Front-of-Shirt) of Italian soccer club AS Roma.
The two-season partnership deal is reportedly worth around EUR 8 million (USD 8.7 million / SAR 32.7 million) per year.
As part of the partnership agreement, Roma will play one friendly soccer match per season in the capital city of the Kingdom — Riyadh.
[Diamond Jubilee Celebration] Al-Shabab vs AS Roma
Date: January 24, 2024
Day: Wednesday
Time: 7:45 PM / 19:45 (GMT +3)
Stadium: Alawwal Park, Riyadh
Ticket Categories and Prices:
CAT 1 = SAR 65 (USD 17)
CAT 2 = SAR 50 (USD 13)
CAT 3 = SAR 35 (USD 9)
CAT 4 = SAR 25 (USD 7)
CAT 5 = SAR 20 (USD 5)
Ticket Price (Range) = SAR 20–SAR 65 (USD 5–USD 17)
Supercopa de España (Spanish Super Cup)
Riyadh hosted the Supercopa de España, a four-team (La Liga winner, runner-up, and Copa del Rey finalists) soccer tournament, as part of the deal between the Saudi Arabian Football Federation (SAFF, KSA) and Real Federación Española de Fútbol (RFEF, ESP).
Semi-Finals
Atletico Madrid vs Real Madrid
Date: January 10, 2024
Day: Wednesday
Time: 10:00 PM / 22:00 (GMT +3)
Stadium: Alawwal Park, Riyadh
Attendance: 23,982
Ticket Categories and Prices:
Gold = SAR 3,000 (USD 800)
Silver = SAR 1,500 (USD 400)
CAT 1 = SAR 325 (USD 87)
CAT 2 = SAR 225 (USD 60)
CAT 3 = SAR 150 (USD 40)
CAT 4 = SAR 150 (USD 40)
CAT 5 = SAR 125 (USD 33)
Ticket Price (Range) = SAR 125–SAR 3,000 (USD 33–USD 800)
Date: January 11, 2024
Day: Thursday
Time: 10:00 PM / 22:00 (GMT +3)
Stadium: Alawwal Park, Riyadh
Attendance: 23,932
Ticket Categories and Prices:
Gold = SAR 3,000 (USD 800)
Silver = SAR 1,500 (USD 400)
CAT 1 = SAR 275 (USD 73)
CAT 2 = SAR 175 (USD 47)
CAT 3 = SAR 100 (USD 27)
CAT 4 = SAR 100 (USD 27)
CAT 5 = SAR 75 (USD 20)
Ticket Price (Range) = SAR 75–SAR 3,000 (USD 20–USD 800)
Final
Real Madrid vs Barcelona
Date: January 14, 2024
Day: Sunday
Time: 10:00 PM / 22:00 (GMT +3)
Stadium: Alawwal Park, Riyadh
Attendance: 23,977
Ticket Categories and Prices:
Gold = SAR 5,000 (USD 1,333)
Silver = SAR 3,000 (USD 800)
CAT 1 = SAR 500 (USD 133)
CAT 2 = SAR 450 (USD 120)
CAT 3 = SAR 250 (USD 67)
CAT 4 = SAR 150 (USD 40)
CAT 5 = SAR 125 (USD 33)
Ticket Price (Range) = SAR 125–SAR 5,000 (USD 33–USD 1,333)
Supercoppa Italiana (Italian Super Cup)
Riyadh is hosting the Supercoppa Italiana, a four-team (Serie A winner, runner-up, and Coppa Italia finalists) soccer tournament, as part of the deal with the Lega Serie A (ITA).
Semi-Finals
Napoli vs Fiorentina
Date: January 18, 2024
Day: Thursday
Time: 10:00 PM / 22:00 (GMT +3)
Stadium: Alawwal Park, Riyadh
Attendance: 9,762
Ticket Categories and Prices:
Gold = SAR 750 (USD 200)
Silver = SAR 500 (USD 133)
CAT 1 = SAR 100 (USD 27)
CAT 2 = SAR 80 (USD 21)
CAT 3 = SAR 70 (USD 19)
CAT 4 = SAR 50 (USD 13)
CAT 5 = SAR 40 (USD 11)
Ticket Price (Range) = SAR 40–SAR 750 (USD 11–USD 200)
Inter Milan vs Lazio
Date: January 19, 2024
Day: Friday
Time: 10:00 PM / 22:00 (GMT +3)
Stadium: Alawwal Park, Riyadh
Ticket Categories and Prices:
Gold = SAR 1,000 (USD 267)
Silver = SAR 750 (USD 200)
CAT 1 = SAR 150 (USD 40)
CAT 2 = SAR 130 (USD 35)
CAT 3 = SAR 70 (USD 19)
CAT 4 = SAR 50 (USD 13)
CAT 5 = SAR 40 (USD 11)
Ticket Price (Range) = SAR 40–SAR 1,000 (USD 11–USD 267)
Final
Napoli vs Inter Milan
Date: January 22, 2024
Day: Monday
Time: 10:00 PM / 22:00 (GMT +3)
Stadium: Alawwal Park, Riyadh
Ticket Categories and Prices:
Gold = SAR 1,250 (USD 333)
Silver = SAR 850 (USD 227)
CAT 1 = SAR 175 (USD 47)
CAT 2 = SAR 150 (USD 40)
CAT 3 = SAR 75 (USD 20)
CAT 4 = SAR 55 (USD 15)
CAT 5 = SAR 45 (USD 12)
Ticket Price (Range) = SAR 45–SAR 1,250 (USD 12–USD 333)
Further reading:
Riyadh Season Cup
The Riyadh Season Cup 2024 is a three-match friendly soccer tournament featuring Al-Hilal (KSA), Al-Nassr (KSA), and Inter Miami (USA).
The tournament is a prime example of “manufactured destination sports programming.”
Pickleball Slam Latest in Manufactured Destination Sports Programming Resurgence
John Wall Street (JWS) (2023)
“Manufactured destination sports programming is ‘event programming that is condensed into one or two days, that [has] strong brand names attached [and] that people want to attend or watch live,’ David Levy (co-CEO and founder, Horizon Sports and Experiences) said.
It is different from a pinnacle event that comes at the culmination of an extended season, where the participants have earned the right to play (think: Super Bowl).”
Is Riyadh Season Cup the future of soccer?
A (Disputed) Vision of the Future
The New York Times (NYT) (2023)
“It is hard to escape the impression that the episode offers a fleeting glimpse of soccer’s future.
The appeal of bringing Miami to town, of course, is the prospect of bringing Lionel Messi and Ronaldo into direct competition again. It would be, as the now-disputed news release had it, a “Last Dance” sort of occasion, an assertion undercut only a little by the fact that: one, the actual “Last Dance” — the documentary series — is about a meaningful championship, not a friendly match; and two, there is every chance that either the Saudi authorities or M.L.S. will find a way to have them play each other again at the next available opportunity.
Still, such quibbling is probably futile at this point. Inter Miami against Al-Nassr in Riyadh, in February, is not even a remote imitation of the sorts of games that defined the rivalry between Messi and Ronaldo. It is instead an exhibition, a staged production, more than a sporting contest. It is soccer as brought to you by W.W.E.
But it is also, needless to say, what people want. Fans will buy tickets to see Messi and Ronaldo face-to-face once more. Broadcasters will pay — perhaps not much, but still — to show the game. People will tune in, idly, reluctantly, with half an eye on something else. And as they do, soccer will take another step on the road to becoming something further from sport and closer to what might best be described as ‘general entertainment.’”
In Case You Missed It…
webook has launched the first official secondary ticketing marketplace in KSA.
Read more:
[Exclusive] Soccer Sponsorship Underpinning Middle East Expansion!
Chinese coffee chain Cotti Coffee, launched in the second half of 2022, is a convenience-focused operator that deploys heavy discounting and utilizes an in-house-application to facilitate payments, delivery, pick-up orders, and marketing promotions.2
As part of its aggressive global expansion strategy, Cotti Coffee has landed on the shores of Dubai, United Arab Emirates (UAE), marking its first foray in the Middle East region.
Cotti Coffee, the New Vanguard of the Industry, Boasts Over 5,000 Outlets in Less Than a Year.
Business Wire (2023)
“The brand’s remarkable store performance and validated business model underscore its rapid ascendancy in the industry. Cotti Coffee’s success can be attributed to a combination of strengths, including innovative business strategies, robust supply chain capabilities, an intelligent digital platform, and an unparalleled product and service experience.
Unlike traditional franchising or direct management models, Cotti Coffee has adopted an innovative partnership approach. Initially, the company forgoes any franchise-related fees, opting instead for a profit-sharing arrangement, aiming to share risks with its partners and maximize each party's strengths. Additionally, Cotti Coffee has instituted a lifetime partnership system, ensuring the longevity of the business locations and sustainability of the business collaboration. If a partner chooses to exit, the company offers a depreciation buy-back option for the equipment, which significantly reduces the barriers for potential partners to enter and sustain their business. This model exemplifies a sustainable, century-long business model that is built to last.
For the international market, Cotti Coffee has introduced both single-store partnerships and regional partnership models, offering more flexible collaboration methods catered to the diverse needs of its partners. Under this arrangement, the company provides support in branding, supply chain, operations, and digital platforms. Partners can select the manner and scale of their collaboration, ensuring both modularity and adaptability. Regional partners benefit further from model store incentives, regional exclusivity, and revenue sharing from both store operations and expansion, thus empowering small enterprises and individual entrepreneurs.”
Cotti Coffee is the Global Sponsor of Argentina National Football Teams.
The Chinese coffee chain is using soccer sponsorship to grow its business and brand, given the sport of soccer’s global appeal and reach in terms of broadcasting, digital, and social media.
Lionel Messi & Co. are supporting Cotti Coffee in building consumer trust by lending credibility and authenticity to brand messaging.
Three-quarters of all global sponsoring activities are within sports; sports sponsorship needs to be part of every marketing mix!3
Further reading:
Source [X (formerly Twitter)]: Riyadh Season (2023)
Source (Website): World Coffee Portal (2023)