Playing for legacy: Building brands through sports in KSA

Campaign ME

05-05-2025

Sports have long been an integral part of Saudi Arabia's social and cultural fabric. From neighbourhood streets and schoolyards, where informal matches once fostered a spirit of camaraderie, the country's sporting landscape has evolved into a dynamic, structured ecosystem.
Fuelled by widespread public enthusiasm and a clear national vision for talent and infrastructure development, sports today are no longer a recreational afterthought – they are a central pillar of Vision 2030, uniting communities, shaping identity and signaling a confident path to the future.
In daily life across the Kingdom, sports pulse with meaning. They bring people together, energise public spaces and transform ordinary moments into celebrations of pride. From football and basketball to equestrian sports and racing, athletic experiences spark emotional connections that linger well beyond the final whistle.
Whether through casual neighbourhood games or international tournaments, the rhythm of sports has become deeply embedded in the nation's collective heartbeat.
Naturally, this rise in prominence has transformed the role of sports in marketing. No longer limited to logos and banners, sports have become a cultural catalyst – redefining how people relate to brands, how they express belonging and how lasting impressions are formed.
Building brands through sports
This shift demands a purposeful approach, one that emphasises authenticity, cultural relevance and sustained engagement as cornerstones of meaningful brand impact.
ROSHN Group recognised early on that sports could serve as a powerful bridge between our brand and the communities we serve. This conviction led us to invest not only in events, but in experiences that leave a mark.
From becoming the title partner of the ROSHN Saudi League – the Kingdom's premier football competition – to aligning with milestone moments such as Formula One in Jeddah, LIV Golf tournaments in KAEC and Riyadh, the Riyadh Marathon, coastal rowing events in Jeddah and inclusive sports initiatives supporting athletes with disabilities, our presence has been intentional.
We chose to be visible and engaged in places where passion lives – often before the global spotlight arrived – because we believed in their potential from the start. Today, that belief continues to reward us with long-term relevance and a brand identity rooted in the nation's energy.
Globally, sports have proven to be one of the most powerful platforms for audience engagement. Across markets, brands are turning to sports not just to amplify their visibility, but to shape public perception and inspire emotional loyalty.
In Saudi Arabia, the momentum around sports marketing is accelerating, with organisations increasingly recognising the scale, emotion and cultural significance sports can mobilise.
As spending on sports activations reaches new highs, marketers must approach the space with clarity and conviction. Visibility alone is no longer enough – what matters is how purposefully a brand aligns with audience values, how intuitively it understands the tempo of the sport and how effectively it delivers substance over spectacle.
Entering the sports space without a clear strategy is a fast track to irrelevance. One-off appearances fade quickly in an arena built on consistency, trust and emotional resonance. Every partnership must begin with a forward-looking plan rooted in a deep understanding of the sport, its culture and its audience.
This philosophy is evident in our ongoing partnership with the Saudi League, where our involvement extends far beyond matchdays. Throughout the season, we create tailored experiences designed to strengthen brand affinity, elevate community interaction and contribute to quality of life.
In Saudi Arabia, brand recognition is not taken for granted – it is earned. Audiences look beyond the surface and expect brands to deliver genuine value and purpose. It's no longer about placing a logo at a venue; it's about demonstrating why your presence matters.
During our partnership with LIV Golf, we curated a family-centred experience where children engaged with a custom putting course while parents explored our developments through immersive digital features.
It was the right time to translate brand identity into shared experience. Without meaningful interaction, even the strongest brand can fade into the background.
While global tournaments and star athletes dominate the headlines, long-term impact begins at the grass roots. Brands looking to contribute meaningfully must support the spaces where ambition takes root and talent is nurtured.
ROSHN Group focuses on everyday moments that shape tomorrow. We organise football and volleyball tournaments within our SEDRA community in Riyadh – not for the cameras, but for the people. These events may not make international headlines, but for the youth who participate, they offer recognition, encouragement and a sense of belonging.
As part of this community-driven approach, we also formed internal sports teams representing our major development projects.
These teams, made up of employees from across the company, began their journey on the very fields we've developed in SEDRA.
It's a simple yet powerful expression of how we live our values – from the inside out. This initiative fosters a culture of wellness, teamwork and authentic engagement, creating stronger connections between our people and the communities we serve.
Loyalty is built through presence, not promotion. And in Saudi Arabia's landscape today, sports are no longer moments – they are movements. For brands, sports offers a dynamic arena to earn trust, express relevance and leave a legacy.
ROSHN made the deliberate decision to engage with purpose and consistency. What emerged is a brand shaped not by advertising – but by experience.
By Ghada Alrumayan, Group Chief Marketing and Communications Officer, ROSHN Group