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Playing for legacy: Building brands through sports in KSA

ROSHN Group’s Ghada AlRumayan shares how sports have become a language for building brands in Saudi Arabia.

ROSHN Group’s Alrumayan shares how sports partnerships are driving brand building, community connection, and long-term legacy in Saudi Arabia.

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 o


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