Why brands need to invest in women's football in Saudi Arabia
According to the latest report from global football media company Footballco, 56 per cent of female fans stated that they would view a brand more positively if it sponsored women's football in Saudi Arabia.
Andy Jackson, SVP Middle East at Footballco, said, 'What's clear is that Saudi women's football isn't an opportunity for brands in the future; it's now.
As we've seen in more established markets, the brands that see the greatest benefits are those that are involved early on and get recognised for their contribution to supporting the game.'
Women's football in Saudi Arabia should not be approached like men's football
Footballco's research, based on data collected from more than 8,000 women's sports fans across the world, including more than 1,000 in Saudi Arabia, reveals a powerful appetite for women's football in the Kingdom. 61 per cent of women's sports fans in Saudi Arabia follow football, which is significantly higher than the global average of 47 per cent.
The report also reveals that, despite being in its early stages of development (the Saudi Women's Premier League only launched in 2022) women's football in Saudi Arabia is attracting remarkable interest and support – surpassing the growth pace of more established women's football markets.
This presents a valuable opportunity for brands to engage with a rapidly growing audience. However, simply repurposing traditional strategies used in men's football won't be enough.
The research goes on to show that brands can't rely on copying what they do for the men's game. 66 per cent of fans say that the women's game should be celebrated as different, and this sentiment should be reflected in brand partnerships and media coverage.
The key question is: how can brands authentically connect with this audience, enhance their experience and enjoyment of the game, and support Saudi Arabia's professional female footballers?
Understanding the fandom
While narratives around the struggle and challenges faced by female athletes are important, they shouldn't dominate the story. Fans want content that inspires and entertains, as explained by Yasmin El Bizri, MENA Strategy Director for Footballco.
She highlights the importance of framing content with creativity and joy. She says, 'Too often women's football content and creativity can be too focused on the struggle. While that's important, it's not everything, and the output still needs to entertain and engage – this is especially true in Saudi, where 54 per cent of fans see women's football as fun and entertaining.'
Framing content with joy and creativity is key to driving deeper engagement and reaching the right audience. As the profile of women's football fans continues to grow and evolve, it remains a fresh and dynamic space, making it essential for brands to truly understand the fandom before launching any branded content.
With 27 per cent having followed women's football for 3-5 years, 40 per cent being fans for up to two years, and one third stating that they've watched more in the past 12 months.
This growth is also linked to wider cultural shifts. Since women were first allowed into stadiums in 2018, the sport has attracted many who previously felt excluded. In fact, 72 per cent of fans say women's football is bringing new audiences into the fold, and 68 per cent believe it can help address broader social issues.
Players as cultural icons
Footballco's data shows that Saudi fans view female footballers as powerful role models, even more so than fans in other regions.
From the sampled group of fans in the report, in Saudi Arabia, footballers are seen as the second most inspirational group of women, just behind entrepreneurs – globally, they rank fourth.
This presents a unique branding opportunity not only to support women's football as a sport but also to align with the female players who represent a whole new level of influence.
This point is emphasised by 56 per cent of female fans saying they would think more positively about a brand that sponsors the women's game.
The bigger picture
Jackson concludes, 'We've seen globally how an increasing interest in women's football follows an increasing interest in female empowerment, and we can see this being replicated in Saudi Arabia; however, what we're seeing in Saudi Arabia is also a surge in interest in football more broadly, creating a perfect storm that's driving growth in both men's and women's football.'
For brands, the message is clear: women's football in Saudi Arabia isn't a niche – it's a movement. And now is the time to be part of it.
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