How Saudi Arabia became a Global Sports Tourism Destination

For much of the 20th and early 21st centuries, Saudi Arabia’s global identity was defined by oil. The
Kingdom’s vast reserves powered economies and shaped geopolitics, making it synonymous with “black gold.” But as the world accelerates toward a post-carbon future, Saudi Arabia is writing a bold new chapter – one where sports, entertainment, and culture are at the heart of its national story.
 
This transformation began in 2016, with the launch of Vision 2030, an ambitious blueprint championed by Crown Prince Mohammed bin Salman. Vision 2030 was designed to reduce the Kingdom’s dependence on oil, diversify its economy, and create a more vibrant society. The plan set out to develop new industries, modernise infrastructure, and enhance public life through arts, leisure, and sports.
 
Since then, Saudi Arabia has spent billions to host and sponsor major events: from Formula 1 races and international golf tournaments to concerts by global superstars. The Kingdom’s football clubs have lured global icons, and its sovereign wealth fund now owns Newcastle United in the English Premier League. Even esports, a domain beloved by youth, has seen massive Saudi investment, positioning the country as a leader in the digital entertainment economy.
 
This isn’t just about spectacle. Sports and entertainment are now pillars of Saudi Arabia’s economic diversification. They create jobs, attract tourists, and foster new industries. They also serve as powerful tools of soft power, reshaping global perceptions of the Kingdom and projecting a modern, dynamic image to the world. In this article, we explore some of the major sports where Saudi Arabia has made its mark and how it has positioned itself as one of the global leaders for sports tourism.
 
Stacked cards and dream fights
How Saudi Arabia made its mark in boxing
 
Saudi Arabia first entered the global boxing arena in December 2019, with the heavyweight title rematch between Anthony Joshua and Andy Ruiz Jr. The “Clash on the Dunes” was more than a sporting spectacle – it was a statement of intent, showcasing the Kingdom’s ability to host world-class events and marking the beginning of its aggressive push into the international sports and entertainment arena.
 
At the heart of this transformation is Turki al-Sheikh, chairman of the General Entertainment Authority. His vision and financial muscle have shattered decades-old barriers in boxing. Under his stewardship, fights that once seemed impossible – like Tyson Fury vs. Oleksandr Usyk for the undisputed heavyweight crown – have become reality, with both fighters earning career-high purses that only Saudi Arabia could guarantee. The self-proclaimed boxing enthusiast has also played an integral role in breaking down promotional walls that had stifled the sport for decades. Where promoters and networks once squabbled, al-Sheikh has united them – most notably bringing together Eddie Hearn’s Matchroom and Frank Warren’s Queensberry Promotions, two arch-rivals with a history of animosity, for an unprecedented 5v5 cross-promotional event that pitted their best fighters against each other in a team format.
 
al-Sheikh’s influence extends beyond matchmaking. He has insisted on stacked cards from top to bottom, featuring multiple world title fights and 50-50 matchups that would headline anywhere else. This approach has set a new standard: no longer are fans expected to pay for a single main event padded by lackluster undercards. It has also enabled lesser-known boxers to make the step up to become household names. Dave Allen’s bout against fellow compatriot Johnny Fisher on the undercard of Reignited: Usyk v Fury II resulted in huge demand for a headline rematch back on home soil the following year, with the Doncaster De La Hoya going on headline in front of 9,000 fans at the Sheffield Arena in the very next fight after picking up the win in the rematch. For some of these boxers, it is also life-changing money. Fellow Doncaster pugilist Josh Padley was able to quit his day job as an electrician and focus on his career as a full-time boxer after getting the call to take on WBC lightweight world champion Shakur Stevenson as part of The Last Crescendo: Bivol v Beterbiev II card in February 2025.
 
Saudi Arabia’s flagship boxing shows are also now renowned for their cinematic masterclass in production. Their official promo videos are directed by top-tier filmmakers and feature dramatic storytelling, world-class editing, and music composition, rivalling Hollywood trailers in their anticipation-building power. For instance, the Ring of Fire promo for the Tyson Fury v Oleksandr Usyk fight was directed by Spanish filmmaker Ernest Desumbila and stars narrators like Paul Anderson (of Peaky Blinders fame) to elevate the hype and drama surrounding the event. Similarly, the seven-minute-long Matchroom v Queensberry 5v5 trailer by Leigh Powis and his sports-based production company ProdCo gave off strong Guy Ritchie vibes, while the Snatch and Lock Stock director even turned his hand to making the official promo trailer for Anthony Joshua v Daniel Dubois which was a Riyadh Season card despite taking place in London, England.
 
Saudi Arabia has also redefined the fan experience with events like the “Grand Arrivals.” These are not just press conferences – they are red carpet spectacles, broadcast live to millions, where fans and media get up close with the fighters, enjoy exclusive interviews, and soak in the excitement ahead of fight night. The atmosphere is electric, with international media coverage and social media buzz making these arrivals a global event in themselves. The opening ceremonies and fight nights are also spectacles in themselves, with dazzling light shows, pyrotechnics, and immersive fan experiences. The Kingdom has also elevated the entertainment factor, attracting global icons like Eminem to perform live at boxing events. Eminem’s surprise performance at the Terence Crawford v Israil Madrimov card electrified the crowd, adding another layer of star power to an already stacked event. The rapper performed a medley of hits, including Lose Yourself and Till I Collapse, making the night a historic crossover between music and sport
 
Ultimately, the impact has been seismic. Boxers now aspire to fight in Saudi Arabia, where the purses are unmatched and the exposure is global. The likes of Tyson Fury, Oleksandr Usyk, Anthony Joshua, Deontay Wilder, Canelo Alvarez, and Terence Crawford have all headlined in the Kingdom. Even traditional venues like Vegas and Wembley are now playing second fiddle, with Saudi-backed events setting new benchmarks for spectacle and financial reward.
 
CR7 and the road to the 2034 FIFA World Cup
Why Saudi Arabia’s football focus won’t follow in the footsteps of the Chinese Super League
 
Captivating billions of fans across every continent and generating the highest revenue of any global sporting industry, it is perhaps no surprise that after conquering boxing, the important players in Saudi Arabia quickly turned their attention to football. For decades, football has been the most popular sport in the Kingdom, but it was only in recent years – particularly since the launch of Vision 2030 – that the country began to use the sport as a catalyst for economic diversification and sports tourism.
 
The turning point came in January 2023, when Cristiano Ronaldo, one of the most recognisable athletes in the world, signed with Al Nassr. His arrival was not just a headline-grabbing transfer; it was a signal to the football world that Saudi Arabia was ready to compete for global stars and elevate its league to international prominence. Ronaldo’s move – reportedly worth over $200 million a year – instantly boosted the Saudi Pro League’s profile, attracting millions of new viewers and followers, and inspiring other elite players to consider the Kingdom as a serious destination.
 
Following Ronaldo’s arrival, the Saudi Pro League entered a new era of aggressive recruitment. In the summer of 2023, Ballon d’Or winner Karim Benzema and World Cup winner N’Golo Kanté were signed by Al Ittihad, while Brazilian superstar Neymar joined Al Hilal for a record fee. These signings were not isolated events; they were part of a coordinated strategy backed by the Saudi Public Investment Fund (PIF), which had taken ownership of the country’s four biggest clubs – Al Nassr, Al Hilal, Al Ittihad, and Al Ahli – in June 2023. The PIF, with assets exceeding $900 billion, acquired 75% stakes in these clubs, transforming them into private companies and providing the financial muscle needed to compete with Europe’s top leagues.
 
This influx of global talent has had a profound impact on both the league’s competitiveness and its commercial appeal. Stadium attendances have soared, merchandise sales have spiked, and the SPL’s broadcast reach has expanded from just 10 countries in 2015 to over 130 by 2023. Sponsorship revenues have made the SPL the third most lucrative league in the world, and the presence of superstars has turned Saudi Arabia into a magnet for sports tourism. International fans now travel to the Kingdom to watch matches, while major tournaments like the FIFA Club World Cup and the upcoming 2034 FIFA World Cup further cement Saudi Arabia’s status as a global sports hub.
 
Saudi Arabia’s football revolution is often compared to the dramatic rise – and subsequent collapse – of the Chinese Super League, but there are crucial differences that make the Saudi project more sustainable and deeply rooted in both sporting tradition and national ambition. The Saudi Pro League is not a new creation; it was founded in 1957 and has been the top tier of Saudi football for nearly seven decades. Unlike China, where football’s popularity and infrastructure were still developing when the spending spree began, Saudi Arabia has a long-established football culture. Its clubs, such as Al Hilal, Al Ittihad, and Al Nassr, have dominated Asian competitions for decades. Al Hilal, for example, holds the record for the most AFC Champions League titles, with four continental victories (1991, 2000, 2019, 2021), and Al Ittihad won back-to-back Asian titles in 2004 and 2005. Saudi teams are regular contenders in the AFC Champions League, and the league itself is regarded as the premier competition in Asia.
 
On the international stage, Saudi Arabia’s national team has qualified for seven FIFA World Cups (1994, 1998, 2002, 2006, 2018, 2022, and as hosts in 2034), with their best performance coming in 1994 when they reached the round of 16. In contrast, China has only qualified for the World Cup once, in 2002. This history demonstrates that Saudi football is not just a recent phenomenon driven by state investment, but a mature ecosystem with a proven track record of success.
 
Saudi Arabia’s Vision 2030 places football at the heart of its economic diversification strategy, aiming to create jobs, boost sports tourism, and elevate the country’s global profile. The league’s ambitions are supported by a robust domestic fan base, regular continental success, and a history of World Cup participation – factors that were largely absent in China’s experiment. While challenges remain – such as ensuring competitive balance and maintaining high attendances – the Saudi Pro League’s project is fundamentally different from the Chinese Super League’s short-lived spending spree. Saudi Arabia’s football ecosystem is built on decades of tradition, continental success, and a clear vision for sustainable growth, making it far more likely to endure and thrive on the global stage.
 
Additionally, the strategy goes beyond attracting foreign stars. Saudi Arabia is investing heavily in grassroots development, building world-class stadiums, and establishing football academies to nurture local talent. The government’s sports privatisation project aims to make clubs more professional and financially sustainable, while also encouraging private sector investment. Women’s football has seen rapid growth, with the launch of the Saudi Women’s Premier League and the national team’s entry into FIFA rankings, reflecting a broader commitment to inclusivity and social progress.
 
Central to Saudi Arabia’s vision as a sports tourism destination is its successful bid to host the FIFA World Cup in 2034. The tournament will be held in 15 stadiums across five cities, supported by a rapidly growing tourism sector and world-class infrastructure. Experts predict that hosting the World Cup will attract more than 10 million international visitors, create tens of thousands of jobs, and contribute significantly to GDP growth – mirroring the transformative impact seen in previous host nations. The event is also expected to accelerate national strategies in tourism, transport, and quality of life, creating opportunities in construction, hospitality, fan engagement, and talent development, all while mobilizing private sector investment.
 
Saudi Arabia’s ambitious National Tourism Strategy aims to attract 150 million visitors by the end of the decade, with sports tourism playing a key role in achieving this goal. The FIFA World Cup will not only put Saudi Arabia on the map for future leisure and business tourism but also leave a lasting legacy of positive change through responsible hosting, prioritising sustainability, and minimising environmental impact.
 
A year-round sports and entertainment hub
How Saudi Arabia’s sporting vision extends far beyond simply football and boxing
 
Football and boxing have been two of the most notable sports where Saudi Arabia has created a paradigm shift, but the Kingdom’s ambitions and long-term vision extend even further across some of the most watched sports around the world. Perhaps the Kingdom’s most disruptive move in sports and entertainment has been the creation and funding of LIV Golf. Launched in 2022 with backing from the Public Investment Fund, Saudi Arabia has invested nearly $5 billion into LIV Golf, luring top players with guaranteed contracts and record-breaking prize purses. LIV’s appeal lies in its team-based format, shorter tournaments, and festival-like atmosphere, which includes music and entertainment alongside golf. This approach has forced the PGA Tour to innovate and increase payouts, while LIV’s partnership with Saudi companies like ROSHN is helping develop youth talent through programmes such as “Rising Stars,” giving young Saudis access to world-class coaching and international exposure.
 
Saudi Arabia’s partnership with Matchroom Sport has also evolved beyond boxing with the Kingdom also utilising their close relationship to bring the biggest names in snooker and darts over for lucrative events. The Riyadh Season Snooker Championship introduces innovations like the “gold ball,” which allows for a super-maximum break of 167 and a $1 million bonus, aiming to recapture the excitement and viewership of snooker’s golden era. The Kingdom is also hosting the Saudi Arabia Darts Masters, part of the PDC World Series, but faces unique challenges: darts’ traditional drinking culture is at odds with Saudi law, meaning events will be alcohol-free. It will be interesting to see how darts succeeds in Saudi Arabia without its party-like atmosphere (something that has often been criticised as being absent in the boxing, too). However, organisers are betting that big prize money and innovative formats will win over audiences, while respecting local customs.
 
Similarly, the Saudi Arabian Grand Prix has quickly established itself as one of the most dramatic and unpredictable races on the Formula 1 calendar. The inaugural 2021 event was a chaotic, high-stakes showdown between Lewis Hamilton and Max Verstappen, marked by multiple red flags, collisions, and controversial incidents that kept fans on the edge of their seats. The following year, Max Verstappen and Charles Leclerc engaged in a thrilling tactical battle, repeatedly outmaneuvering each other in the DRS zones, with Verstappen ultimately clinching victory by a razor-thin margin. These moments, set against the backdrop of the world’s fastest street circuit with its 27 corners and high probability of safety car interventions, have made the Saudi Arabian Grand Prix a fan favourite for excitement and unpredictability.
 
Beyond these headline sports, Saudi Arabia is investing in UFC, WWE, tennis, cricket, and more, hosting events that draw millions of visitors and showcase the Kingdom’s ambition to become a year-round sports and entertainment hub. By embracing innovation, investing in infrastructure, and partnering with global brands, Saudi Arabia is reshaping its image and building a sustainable sports tourism industry that is set to influence the global sporting landscape for years to come.