[Special Edition] Mega-Events and Soccer in the MENA region
World Expo 2030 Riyadh
Saudi Arabia Elected Host Country of World Expo 2030
Bureau International des Expositions (BIE) (2023)
“Member States of the Bureau International des Expositions (BIE) today elected Saudi Arabia as host country of World Expo 2030 during the 173rd General Assembly of the Organisation.
A two-thirds majority of Member States voted for Saudi Arabia’s project to host World Expo 2030 in Riyadh under the theme “The Era of Change: Together for a Foresighted Tomorrow”, between 1 October 2030 and 31 March 2031.”
Riyadh will become the second city in the Middle East region to host the World Expo after Dubai (Expo 2020).
[Exclusive] Riyadh Season 2023
Accenture Song assisted Saudi Media Company (SMC) with the launch campaign of Riyadh Season 2023.
Accenture’s fees = SAR 15 million (USD 4 million)
Source [Foreign Agents Registration Act (FARA) eFile, U.S. Department of Justice]: Public Document (filed by Accenture Saudi Arabia)
Further Reading:
Saudi Seasons 2022 (Sayeed on LinkedIn)
Public Screening of the AFC Asian Cup Qatar 2023 in the Kingdom of Saudi Arabia (KSA) and United Arab Emirates (UAE)
The AFC Asian Cup Qatar 2023 will be held in the State of Qatar from January 12 to February 10, 2024.
Saudi Sports Company (SSC)1 and Abu Dhabi Media Network (ADMN)2 are the Official Broadcasters of the AFC Asian Cup Qatar 2023 in KSA and UAE respectively.
The AFC is issuing AFC Asian Cup Qatar 2023 Public Screening Licences to regulate the organization of public screenings in KSA and UAE.
The Most Valuable and Strongest Middle Eastern Brands in 2023
Brand Finance’s Middle East 150 2023 Ranking
QatarEnergy LNG (formerly QatarGas)
MSKhan Lab Insights
Sector
Banking (6) = QNB, Al-Rajhi Bank, SNB, FAB, Emirates NBD, and ADCB
Oil & Gas (5) = Aramco, ADNOC, KPC, QatarEnergy LNG, and SABIC
Telecoms (5) = STC, Etisalat by e&, Ooredoo, Zain, and Du
Airlines (2) = Emirates and Qatar Airways
Food & Beverage (1) = Almarai
Real Estate (1) = Emaar
Location
UAE (8) = ADNOC, Etisalat by e&, Emirates, FAB, Emirates NBD, Emaar, ADCB, and Du
KSA (6) = Aramco, STC, Al-Rajhi Bank, SABIC, SNB, and Almarai
Qatar (4) = QNB, Ooredoo, QatarEnergy LNG, and Qatar Airways
Kuwait (2) = KPC and Zain
The brands in the above list are not sponsoring the 2023/24 ROSHN Saudi League [Saudi Pro League (SPL)] yet.
None of the brands is the front-of-shirt sponsor of a SPL club yet.
![2023/24 ROSHN Saudi League [Saudi Pro League (SPL)] Commercial Guide](https://substackcdn.com/image/fetch/$s_!1QrV!,w_140,h_140,c_fill,f_webp,q_auto:good,fl_progressive:steep,g_auto/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe029d86c-9b11-4791-bd36-0ea17888005e_960x720.png)
Top of Mind
Recommendations to the Host of a Mega-Sporting Event (MSE)
KSA was confirmed as the host of the AFC Asian Cup 2027 at the 33rd AFC Congress (2023) held in Manama, Bahrain.3
The men’s national team soccer competition will be held for the first time in KSA.
AFC Asian Cup 2027 Bid Book: Saudi Arabian Football Federation (SAFF)
Hosting Vision and Strategy
“Drawing on the Kingdom’s national Vision 2030, Saudi Arabia’s AFC 2027 slogan ‘Forward for Asia’ highlights an enthusiastic ambition to deliver a new experience, new exchange and new expansion.
A new experience, as the AFC Asian Cup 2027 in the Kingdom showcases innovation and state-of-the-art technology that will delight teams, players and fans.
A key component of this ambition will be to facilitate research and provide education in a wide range of management and marketing topics for football leaders in Saudi Arabia and across Asia. This includes plans to establish a regional football center of excellence* in Saudi Arabia, ideally already in 2021. Facilitating our vision of a new expansion and bringing new resources and commercial opportunities to Asian football, the regional center of excellence will focus on doing research and providing a wide-ranging sports business and operations curriculum. Once the center has been established and has started its operations, we could imagine engaging in talks with AFC about potential recognition as an official AFC Centre of Excellence for Sports Management.
One of the exciting planned activities of the new regional center of excellence will be to facilitate internships in key Saudi companies for young marketing professionals from Asian Member Associations in the years leading up to a 2027 AFC Asian Cup in the Kingdom. Such internships would offer an interesting experience to the next generation of marketing professionals from Member Associations while providing market insights to Saudi companies interested in getting further involved in football – both domestically and Asia-wide.”
*No updates yet on the “regional football center of excellence”.
MSKhan Lab is proposing recommendations to the host of the AFC Asian Cup 2027, with a keen eye on the FIFA World Cup 2034.
Policy Recommendation
Establish incubation centers at universities in KSA for startups solving challenges related to hosting a MSE in KSA.
The incubation centers could foster local entrepreneurship and potentially contribute to a MSE’s legacy in KSA; the centers could serve as a hub of innovation in KSA and extend support to local businesses and community organizations too.
Commercial Partnership and Sponsorship Recommendations
Case Study (Arsenal): Arsenal Supporting Supporters
A player-business partnership to raise awareness of the services offered by local businesses around the home of Arsenal — Emirates Stadium.
Arsenal players created advertisements designed to promote the local businesses’ services and drive footfall on and around matchday.
SPL players could partner with local businesses around MSE stadiums.
Example:
Al Baraka Al Bukhari Restaurant in Jeddah is located near the King Abdullah Sports City (KASC) Stadium, a MSE venue.
FIFA partners such as VISA and Coca-Cola could educate and upskill the employees at local businesses around MSE stadiums in KSA by acquainting them with relevant best business practices.
Example:
VISA and Coca-Cola could conduct financial literacy and digital marketing workshops respectively.
The relationship between FIFA partners and local businesses around the stadium could act as a deterrent for the local businesses to participate in ambush marketing efforts by other challenger brands such as Mastercard and PepsiCo.
Technology Recommendations
Why?
Elevate the fan experience.
Reduce wait lines.
Improve operations.
Checkout-free Technology at Stadiums
Just Walk Out technology by Amazon
Just Walk Out gives food-buying fans their marching orders
Sports Business Journal (SBJ) (2023)
“The raised-palm method (Amazon One) gained attention last year in Seattle when one Kraken fan was able to grab a beverage and leave the premises in exactly 8 seconds. Just Walk Out’s mission statement is to empower fans to have a frictionless journey for food, drink and candy — and eventually souvenirs, hats and jerseys — and get back to their seats without missing more than a minute, or 10 seconds, of the game.”
Further Reading:
Facial Recognition Technology at Stadiums
Your Face May Soon Be Your Ticket. Not Everyone Is Smiling.
New York Times (NYT) (2023)
“Visitors to the theme parks on Yas Island, in Abu Dhabi, United Arab Emirates, can use a facial recognition system (FacePass) for entry and to buy food and souvenirs at attractions like Warner Bros. World Abu Dhabi, Ferrari World Abu Dhabi and Yas Waterworld. Guests who sign up for the program submit a selfie using an app, which connects their photos with their tickets. When they arrive at the park, the turnstiles open automatically once a camera identifies them. And park guests who submit credit card information can also pay for souvenirs and food by looking into a camera.”
European Soccer’s Expansion in the Middle East and North Africa (MENA) Region
AC Milan became the first Italian soccer club to open an office in the MENA region when it inaugurated Casa Milan Dubai at ICD Brookfield Place, Dubai International Financial Center (DIFC), Dubai, UAE.
AC Milan Expands Global Footprint with the Inauguration of Casa Milan Dubai
AC Milan (2023)
“Casa Milan Dubai solidifies AC Milan's commitment to the UAE and the whole Middle Eastern region, setting the stage for a profound connection with key stakeholders, from institutions to existing partners, including Emirates (Principal Partner - and a partner since 2007) and SIRO (Official Hotel Partner).”
The Italian soccer club follows in the footsteps of La Liga (Dubai) and Serie A (Abu Dhabi) to setup a regional headquarter (RHQ) in UAE.
CNBC (2023)
“In a bold surprise move back in February 2021, the Saudi government announced that it would, by 2024, cease doing business with any international companies whose regional headquarters were not based within the country.
The news stunned investors and expat workers, many of whom saw the move as a shot at Dubai, the UAE commercial capital that is home to the highest concentration of Middle East regional headquarters.
Saudi Arabia’s Economy Minister told CNBC how the Kingdom is working to support companies making the move.”
Will La Liga and Serie A move their RHQs to KSA as part of the RHQ program, given the deepening relationship between the leagues and the Kingdom?
Spanish and Italian Super Cups in KSA!
Visit Saudi [Saudi Tourism Authority (STA)] is the Official Travel Destination of La Liga.4
The Italian soccer top-flight Serie A has had a tumultuous experience in the MENA region.
Serie A yet to sell TV rights after Qatar’s beIN backed out
Associated Press (AP) (2021)
“Serie A has been unable to sell its Middle East television rights.
The lack of interest in taking up the rights by beIN denies Serie A potentially significant revenue since it was previously paying $500 million for rights over three seasons in 36 territories including the 24 countries in the MENA region, amounting to more than half of the league’s overseas revenue.”
Serie A finally assigns Middle East rights after beIN issues
AP (2022)
“Serie A finally assigned its television rights for the Middle East to Abu Dhabi Media and Starzplay.
The league announced a three-year deal worth a total of $79 million — $23 million the first season, $25 million the second and $31 million the third.
Serie A had been reduced to showing games in the Middle East and North Africa on its own YouTube channel last season.”
How long before SSC challenges beIN’s hegemony in the MENA region?
Lionel Messi Fans in the United States (US) and Cristiano Ronaldo Fans in Qatar
Fans offered credit as Messi misses Miami’s loss to Chicago Fire
The Guardian (2023)
“The Fire – who won the game 4-1 – sold a team-record 61,000 tickets for the match at Soldier Field. After Messi’s presence became unlikely, the team announced prospective season-ticket holders could take a $250 credit toward next season, with single-game spectators eligible for a $50 credit if they decided not to attend.”
MailOnline (2023)
“Cristiano Ronaldo will miss Al-Nassr's Asian Champions League tie against Al-Duhail on Tuesday with the Portuguese star recovering from fatigue after recent matches.
Al-Nassr head coach Luis Castro confirmed Ronaldo will not feature against their Qatari opponents in the group stage match.”
Unlike Chicago Fire, Al-Duhail did not offer a financial incentive to ticket holders.
This incident highlights the difference in the approach of football clubs in US and Qatar.
The “Influence” of Influencers in Sports
YouTuber MrBeast signs two-day contract with Tampa Bay Buccaneers
CBS Sports (2023)
“Popular YouTuber MrBeast signed an unconventional two-day, $10 million contract with the Tampa Bay Buccaneers back in Week 7. But no, the viral sensation didn't just become an athlete overnight, this was all part of one of his latest videos.
MrBeast, whose real name is James Donaldson, ran out of the tunnel with the team when they took on the Atlanta Falcons last month. He didn't see any playing time, but he did put in some work behind the scenes.
This was part of a YouTube video in which he compared jobs with vastly different salaries.”
Why have SPL clubs not yet collaborated with influencers such as Aboflah and Mohamed Adnan on content to tap into a new fanbase?
Twitch is the best way to watch sports, when you can actually watch sports on Twitch
Polygon (2023)
“Some leagues have partnered with streamers and have yielded successful results: LiveMode and FIFA partnered with Brazilian streamer Casimito to broadcast the 2022 World Cup on Twitch in Latin America, while the Men in Blazers podcast hosted its popular live watch-along shows for some World Cup matches in the U.S. Earlier this year, Casimito also struck a deal to stream the 2023 Women’s World Cup on his channel. The NBA also signed a deal in 2021 with Alexandre “Gaules” Borba Chiqueta and Budweiser to stream games in Brazilian markets.”
Why is SPL not partnering with influencers to broadcast its matches?
User-generated content (UGC) can amplify the reach of SPL and counter misconceptions.
Example:
Fake It 'Til You Make It?!
Baseball United announces official schedule for Dubai Showcase in November
Arab News (2023)
“Indians and Pakistanis make up roughly half the population of the UAE. In addition, according to the league’s (BU) research, there are 800,000 avid baseball fans of more than a dozen nationalities living in the UAE. Fifty percent of those fans live in Dubai.”
Where were the “avid baseball fans” and ticket holders on BU gameday?
In spite of the fact that BU distributed tickets, the stands were empty.
“We brought silt from Pakistan, clay from the USA and sand from the desert in Dubai. But this field is much more than grass and dirt, this field is passion, this field is possibility, this field is when you have a dream and belief and people say it’s not possible but you keep working every single day to make it happen, that’s what this field is” — Kash Shaikh (BU)
“Management gobbledygook” cannot mask incompetence.
LinkedIn Update
The hottest piece of sports merchandise on the planet has finally landed in KSA and UAE!
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Source [AFC News (Website)]: AFC enters into landmark agreement with Saudi Sports Company
Source [AFC News (Website)]: AFC agrees rights deal with Abu Dhabi Media in the United Arab Emirates
Source [AFC Congress (Website)]: Saudi Arabia confirmed as hosts of the AFC Asian Cup 2027™
Source [La Liga (Website)]: LALIGA announces Visit Saudi as new Official Travel Destination and global sponsor
Watching People Watch a Game. With 100,000 Friends.
Soccer fans are tuning out broadcasts in favor of watchalongs: streaming parties where you hear what you want to hear and see everything except the game.
https://www.nytimes.com/2023/11/25/style/soccer-watchalongs.html