Saudi Arabia is making a substantial push to secure a prominent position in world football, attracting some of the sport's biggest talents to the country through a $1 billion spending spree.
The Saudi Pro League is banking on the likes of five-times Champions League winner Cristiano Ronaldo, reigning Ballon d'Or holder Karim Benzema and Brazilian striker Neymar – the competition's record buy at a reported $98 million – to drive up attendance figures, draw in extra TV viewers and bring in major sponsorships.
The kingdom is clearly shooting for the stars under an ambitious sporting strategy led by its sovereign Public Investment Fund, which has taken controlling stakes in four of the country's leading clubs, Al Ittihad, Al Hilal, Al Nassr, and Al Ahli, to oversee the bold vision.
Bringing top athletes such as Ronaldo, Benzema and Neymar is a game changer in more ways than one
Seif Swailam,
sports management specialist, PwC Middle East
Saudi leadership wants to position the Saudi Pro League as one of the top 10 football leagues in the world and also have their eyes on hosting a World Cup, following the success of the global spectacle in Qatar last year.
The significant outlay is showing signs of paying off – though there is still much work to do to compete with the commercial juggernaut of England's Premier League and boost attendances which average at 8,500 so far this season.
The SPL said this month that the number of sponsors has grown about 75 per cent this season, claiming the competition has become the third most profitable league in the world in relation to sponsorship revenue.
Here, The National examines the rapid rise of the Saudi top flight and talks to insiders and experts on how it is aiming to achieve its lofty goals.
The Ronaldo effect
Seif Swailam, a sports consultant in Riyadh, believes there is a long-term plan behind the heavy investment in players such as Ronaldo.
“Bringing top athletes such as Ronaldo, Benzema and Neymar is a game changer in more ways than one,” he said.
“Not only does it promote Saudi football but also the country’s 2030 vision. As part of their bid preparation to host the 2030 World Cup, some of the current superstars will act as ambassadors to boost Saudi Arabia’s chances to host such a big event.”
Attracting world-renowned players is crucial to the growth of a once unheralded league, in no small part thanks to the fact that it opens the door to secure the support of sportswear's big three of adidas, Nike and Puma.
In July, Al Nassr announced that Nike – which enjoys a lifetime deal with the club's marquee player Ronaldo – would be their new kit supplier.
Although financial terms were not revealed, it is likely to be a lucrative partnership, with 38-year-old Ronaldo viewed as integral to getting the deal over the line.
Nike also produce kits for Al Ittihad, which count former Real Madrid forward Benzema and France's World Cup winner N'Golo Kante among their ranks.
Al Nassr's commercial team have been busy since Ronaldo swapped Manchester United for the Middle East in December.
In June, the club signed a platinum sponsorship agreement with King Abdullah Financial District Development and Management Company, whose KAFD branding is now front and centre on the team's shirt.
A month later, a three-year gold sponsorship was signed with Aroya Cruises, Saudi Arabia's first domestic cruise line.
The value of the agreements has not been disclosed.
Ronaldo's impact is also apparent in the huge upsurge in the club's social media presence. Al Nassr had about 860,000 followers on Instagram before his arrival – a figure which is now fast approaching 20 million.
Influence beyond the pitch
Meanwhile, Al Hilal is now home to both Neymar and Puma, with whom he signed a $28 million-a-year agreement in 2020.
Puma and Al Hilal announced a five-year partnership in June. In September, the club unveiled a stylish new Puma-designed kit inspired by the phases of the moon.
“It’s the best of both worlds to be partners with a football giant like Al Hilal and have Neymar, a well-known and reputable Puma athlete, on board wearing our kit,” Taner Seyis, general manager of Puma Middle East, told The National.
“Neymar is a Puma athlete who has sported our football boots in different iconic games previously, watching him become a part of Al Hilal increases our drive to innovate further as we strengthen our bond with Al Hilal and the region.
“We have immense belief in our thriving region, and how football will continue to prosper in it.”
Adidas has agreements with another of Saudi's big four, Al Ahli, as well as with the national team.
Raising the league's profile
It is not just individual clubs reaping the rewards.
In August, the SPL said it had secured a series of broadcast deals to televise Saudi games in more than 130 countries.
The league has teamed up with DAZN in multiple territories (Austria, Belgium, Canada, Germany, and the UK) as well as major European broadcasters Canal+ (France), Sport TV (Portugal), La 7 (Italy), Marca.com (Spain) and Cosmote (Greece), among others.
Last year, Saudi real estate company Roshn paid $127 million for the naming rights to the pro league in a five-year deal.
Unfinished business
Mohammed Sayeed Khan, an independent management consultant and a researcher with a focus on Middle East sport and culture, said that despite the presence of Puma, Nike and adidas, international brands are largely missing out on chance to be part of the league's rise.
He said the majority of brand and kit sponsorship deals still come from the local market at this stage.
Mr Khan said the shirts of Al Nassr, Al Ittihad and Al Ahli were not available to purchase on the official adidas and Nike KSA online stores, even after the 2023-24 season kicked off.
“The international sportswear brands sponsoring the SPL football clubs are failing to capitalise on this golden opportunity to increase jersey sales, and in turn revenue, in the Mena region,” he said.
Mr Khan said that international brands as a whole have largely shunned opportunities to sponsor the SPL football clubs so far, a decision he feels is misguided.
“The international brands need to realise the potential of SPL and its constituent football clubs, given the presence of superstar athletes such as Cristiano Ronaldo and Neymar.”
What next for SPL?
Izzy Wray, of Deloitte’s Sports Business Group, said Saudi's ambitious player recruitment policy underlines its intention to challenge the European football elite for years to come.
“The ambitious number of player acquisitions and the calibre of players signed by Saudi Pro League clubs demonstrate the kingdom’s commitment to propelling the SPL to become a leading football league on the world stage,” she said.
“This is still early days of what we can call phase one of the Saudi Pro League project, and the futuristic view is also reflected by the lowered average age of the league compared to last season.”
“The SPL spending is still at one-third of the Premier League’s gross spend this summer, the focus of Saudi clubs will now be on securing the success of the league’s transformation journey and its financial sustainability. The development of the league will depend on growing the professionalisation and governance of clubs, the development of young playing talent and attracting a new, international fan base.”
With Saudi clubs not restricted by financial spending caps in place in Europe, expect another big summer for the league in 2024.
Liverpool striker Mohamed Salah – strongly linked with a move in August – could be a top target again, offering SPL the opportunity to bring the Arab world's greatest player to its fastest-growing league.
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7.40pm Laser Show
8.15pm Angel Alexander
8.50pm Benbatl
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10pm: Beyond Reason
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If you go
The flights
Etihad and Emirates fly direct from the UAE to Chicago from Dh5,215 return including taxes.
The hotels
Recommended hotels include the Intercontinental Chicago Magnificent Mile, located in an iconic skyscraper complete with a 1929 Olympic-size swimming pool from US$299 (Dh1,100) per night including taxes, and the Omni Chicago Hotel, an excellent value downtown address with elegant art deco furnishings and an excellent in-house restaurant. Rooms from US$239 (Dh877) per night including taxes.
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RESULTS
Bantamweight:
Zia Mashwani (PAK) bt Chris Corton (PHI)
Super lightweight:
Flavio Serafin (BRA) bt Mohammad Al Khatib (JOR)
Super lightweight:
Dwight Brooks (USA) bt Alex Nacfur (BRA)
Bantamweight:
Tariq Ismail (CAN) bt Jalal Al Daaja (JOR)
Featherweight:
Abdullatip Magomedov (RUS) bt Sulaiman Al Modhyan (KUW)
Middleweight:
Mohammad Fakhreddine (LEB) bt Christofer Silva (BRA)
Middleweight:
Rustam Chsiev (RUS) bt Tarek Suleiman (SYR)
Welterweight:
Khamzat Chimaev (SWE) bt Mzwandile Hlongwa (RSA)
Lightweight:
Alex Martinez (CAN) bt Anas Siraj Mounir (MAR)
Welterweight:
Jarrah Al Selawi (JOR) bt Abdoul Abdouraguimov (FRA)
THE SPECS
Engine: 3.6-litre V6
Transmission: eight-speed automatic
Power: 285bhp
Torque: 353Nm
Price: TBA
On sale: Q2, 2020
Profile
Company: Justmop.com
Date started: December 2015
Founders: Kerem Kuyucu and Cagatay Ozcan
Sector: Technology and home services
Based: Jumeirah Lake Towers, Dubai
Size: 55 employees and 100,000 cleaning requests a month
Funding: The company’s investors include Collective Spark, Faith Capital Holding, Oak Capital, VentureFriends, and 500 Startups.
Ticket prices
- Golden circle - Dh995
- Floor Standing - Dh495
- Lower Bowl Platinum - Dh95
- Lower Bowl premium - Dh795
- Lower Bowl Plus - Dh695
- Lower Bowl Standard- Dh595
- Upper Bowl Premium - Dh395
- Upper Bowl standard - Dh295
Prop idols
Girls full-contact rugby may be in its infancy in the Middle East, but there are already a number of role models for players to look up to.
Sophie Shams (Dubai Exiles mini, England sevens international)
An Emirati student who is blazing a trail in rugby. She first learnt the game at Dubai Exiles and captained her JESS Primary school team. After going to study geophysics at university in the UK, she scored a sensational try in a cup final at Twickenham. She has played for England sevens, and is now contracted to top Premiership club Saracens.
----
Seren Gough-Walters (Sharjah Wanderers mini, Wales rugby league international)
Few players anywhere will have taken a more circuitous route to playing rugby on Sky Sports. Gough-Walters was born in Al Wasl Hospital in Dubai, raised in Sharjah, did not take up rugby seriously till she was 15, has a master’s in global governance and ethics, and once worked as an immigration officer at the British Embassy in Abu Dhabi. In the summer of 2021 she played for Wales against England in rugby league, in a match that was broadcast live on TV.
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Erin King (Dubai Hurricanes mini, Ireland sevens international)
Aged five, Australia-born King went to Dubai Hurricanes training at The Sevens with her brothers. She immediately struck up a deep affection for rugby. She returned to the city at the end of last year to play at the Dubai Rugby Sevens in the colours of Ireland in the Women’s World Series tournament on Pitch 1.
Biography
Favourite drink: Must have karak chai and Chinese tea every day
Favourite non-Chinese food: Arabic sweets and Indian puri, small round bread of wheat flour
Favourite Chinese dish: Spicy boiled fish or anything cooked by her mother because of its flavour
Best vacation: Returning home to China
Music interests: Enjoys playing the zheng, a string musical instrument
Enjoys reading: Chinese novels, romantic comedies, reading up on business trends, government policy changes
Favourite book: Chairman Mao Zedong’s poems
Why seagrass matters
- Carbon sink: Seagrass sequesters carbon up to 35X faster than tropical rainforests
- Marine nursery: Crucial habitat for juvenile fish, crustations, and invertebrates
- Biodiversity: Support species like sea turtles, dugongs, and seabirds
- Coastal protection: Reduce erosion and improve water quality
Elvis
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TCL INFO
Teams:
Punjabi Legends Owners: Inzamam-ul-Haq and Intizar-ul-Haq; Key player: Misbah-ul-Haq
Pakhtoons Owners: Habib Khan and Tajuddin Khan; Key player: Shahid Afridi
Maratha Arabians Owners: Sohail Khan, Ali Tumbi, Parvez Khan; Key player: Virender Sehwag
Bangla Tigers Owners: Shirajuddin Alam, Yasin Choudhary, Neelesh Bhatnager, Anis and Rizwan Sajan; Key player: TBC
Colombo Lions Owners: Sri Lanka Cricket; Key player: TBC
Kerala Kings Owners: Hussain Adam Ali and Shafi Ul Mulk; Key player: Eoin Morgan
Venue Sharjah Cricket Stadium
Format 10 overs per side, matches last for 90 minutes
Timeline October 25: Around 120 players to be entered into a draft, to be held in Dubai; December 21: Matches start; December 24: Finals
How to wear a kandura
Dos
- Wear the right fabric for the right season and occasion
- Always ask for the dress code if you don’t know
- Wear a white kandura, white ghutra / shemagh (headwear) and black shoes for work
- Wear 100 per cent cotton under the kandura as most fabrics are polyester
Don’ts
- Wear hamdania for work, always wear a ghutra and agal
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VEZEETA PROFILE
Date started: 2012
Founder: Amir Barsoum
Based: Dubai, UAE
Sector: HealthTech / MedTech
Size: 300 employees
Funding: $22.6 million (as of September 2018)
Investors: Technology Development Fund, Silicon Badia, Beco Capital, Vostok New Ventures, Endeavour Catalyst, Crescent Enterprises’ CE-Ventures, Saudi Technology Ventures and IFC
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Director: Shazia Iqbal
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Rating: 1/5
UPI facts
More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
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Stars: Cate Blanchett, Kevin Kline, Lesley Manville
Rating: 4/5
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Key findings of Jenkins report
- Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
- Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
- Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
- Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
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Rating: 4/5
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This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
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Engine: 2.0-litre 4-cylinder turbo
Power: 240hp at 5,500rpm
Torque: 390Nm at 3,000rpm
Transmission: eight-speed auto
Price: from Dh122,745
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The specs: 2018 Chevrolet Trailblazer
Price, base / as tested Dh99,000 / Dh132,000
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Transmission: Six-speed automatic
Power 275hp @ 6,000rpm
Torque 350Nm @ 3,700rpm
Fuel economy combined 12.2L / 100km
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Avengers 3: Infinity War: an American superhero film released in 2018 and based on the Marvel Comics story.
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Lucifer: is a 2019 Malayalam-language action film. It dives into the gritty world of Kerala’s politics and has become one of the highest-grossing Malayalam films of all time.
How much do leading UAE’s UK curriculum schools charge for Year 6?
- Nord Anglia International School (Dubai) – Dh85,032
- Kings School Al Barsha (Dubai) – Dh71,905
- Brighton College Abu Dhabi - Dh68,560
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*Annual tuition fees covering the 2024/2025 academic year
The Great Derangement: Climate Change and the Unthinkable
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FA Cup quarter-final draw
The matches will be played across the weekend of 21 and 22 March
Sheffield United v Arsenal
Newcastle v Manchester City
Norwich v Derby/Manchester United
Leicester City v Chelsea
The specs
Engine: 1.6-litre 4-cyl turbo
Power: 217hp at 5,750rpm
Torque: 300Nm at 1,900rpm
Transmission: eight-speed auto
Price: from Dh130,000
On sale: now
Water waste
In the UAE’s arid climate, small shrubs, bushes and flower beds usually require about six litres of water per square metre, daily. That increases to 12 litres per square metre a day for small trees, and 300 litres for palm trees.
Horticulturists suggest the best time for watering is before 8am or after 6pm, when water won't be dried up by the sun.
A global report published by the Water Resources Institute in August, ranked the UAE 10th out of 164 nations where water supplies are most stretched.
The Emirates is the world’s third largest per capita water consumer after the US and Canada.
Frankenstein in Baghdad
Ahmed Saadawi
Penguin Press
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Jetour T1 specs
Engine: 2-litre turbocharged
Power: 254hp
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