The Sports Investment Forum concluded its sessions on Wednesday, featuring high-level participation from global leaders in the field of sports investment.
On the final day, senior officials explored the role of sports media as both a strategic national tool and an economic driver, with a focus on the challenges and opportunities shaping this rapidly growing sector.
Bassil Al-Mouallimi, Chief Strategy Officer at the Saudi Research and Media Group (SRMG), emphasized that media success is closely tied to the growth of the sports economy. He highlighted broadcasting rights as one of the most critical revenue streams in sports, with media playing a pivotal role in amplifying and promoting athletic events.
Al-Mouallimi noted that the core value of media in sports lies in sustained coverage before and after matches and tournaments—something SRMG is dedicated to providing across all its platforms.
He described sports as “the most authentic form of local content,” due to their universal appeal and the strong emotional connection they foster with audiences. He stressed the importance of storytelling in sports journalism and content creation.
Addressing the evolving landscape, Al-Mouallimi pointed to the challenges posed by AI in content production while urging industry professionals to seize the vast potential it offers.
Speaking about SRMG’s role, he said: “We’ve dedicated several of our publications—including Asharq Al-Awsat, Manga, Arriyadiyah, Al-Eqtisadiah, and Thmanyah—to support sports media and contribute to the development of its economic ecosystem.”
Saudi Viewers and the Future of Sports Broadcasting
Fahad Al-Ahmad, Chief Operating Officer of SSC Channels, stated that Saudi Arabia’s sports sector is currently undergoing a phase of remarkable growth, supported by forward-thinking regulations and a massive fan base. This, he said, positions the Kingdom as a global hub for major international sporting events.
During a session titled “Television Broadcasting and the Future of Sports Streaming”, Al-Ahmad observed a rising demand for sport-specific content, reflecting the maturity of the Saudi viewer and their growing interest in technical and analytical depth. He described this trend as a promising opportunity to expand the reach and quality of sports broadcasting.
Al-Ahmad called for greater investment in media talent: “We need specialized training programs for each sport. With over 90 sports federations and a passionate generation of Saudi youth, we can build a professional media system capable of delivering world-class coverage.”
Content Quality and Media Responsibility
Turki Alajmah, presenter at Rotana Channels, stressed the importance of maintaining high standards in media production. He warned against treating television like social media, emphasizing the need for professionalism, credibility, and editorial integrity.
“Content quality remains the cornerstone of trust between media and the public,” Alajmah said. “A media professional’s role is not just to entertain, but to inform and shape public understanding.”
He also pointed to challenges facing local media, including limited access to athletes and events due to a lack of broadcasting rights and the increasing appearance of sports figures on international platforms—factors that weaken local media’s influence and reach.
TikTok Launches Saudi Sports Program
Mohamed Harb, Director of Partnerships at TikTok for the Middle East and North Africa, announced the launch of a dedicated Saudi sports program on the platform. He stated that the initiative would significantly boost engagement across a range of sports and increase visibility for athletes and clubs on a larger scale.
Navigating the Digital Shift in Sports Media
In a session titled “Sports Media: Between Challenges and Aspirations”, Adel Alzahrani, Deputy Minister of Sports for Media and Marketing, discussed the ongoing disruption brought by social media and digital platforms. He emphasized the importance of adapting to these changes to maintain relevance and visibility.
Alzahrani underlined the need for deep audience research, noting that consumption patterns and communication habits have evolved. Understanding platform algorithms and engagement mechanisms, he said, is now essential to crafting effective media strategies.
