Abdullah Abutaleb, Marketing Manager, MBC Media Solutions (MMS).For as long as I can remember, the boundaries of my sporting world were defined strictly by the touchlines of a football pitch.
That quickly changed the moment Riyadh Season brought elite boxing to our doorstep. I’ll admit: I didn’t expect to be captivated. Yet watching the fight live in the arena and feeling the electric pulse of the crowd shifted something for me.
I realised I wasn’t just watching a match; I was witnessing the birth of a new cultural habit in real time. Suddenly, my vocabulary evolved from ‘goals’ and ‘offsides’ to ‘rounds’ and ‘reach’. When the world’s pinnacle events are brought to the Kingdom and world-class talent takes centre stage, it becomes more than just about hosting competitions; it catalyses a cultural shift. New sporting pillars are embedding values of discipline, ambition and global excellence into everyday life.
According to official figures cited by the Ministry of Sport and Vision 2030, the percentage of adults engaging in physical activity for at least 150 minutes per week reached 59.1 per cent in 2025, surpassing targets originally set for 2027. This signals a profound shift in consumer behaviour and lifestyle, creating new opportunities for brands to connect with audiences through shared cultural moments.
This is where the real power of the ‘business of hosting’ emerges. Hosting global sport does not simply bring world-class competition to the Kingdom; it creates entirely new audiences and communities around them.
Audiences are no longer a single mass market. Instead, highly engaged communities form around specific sports and passions. This allows brands to align with distinct values and narratives – discipline in boxing, adventure at the Dakar Rally and technological excellence in Formula 1 racing.
The Formula 1 race in Jeddah, for example, has transformed the Corniche into a symbol of speed, innovation and modernity, sparking interest among younger generations in engineering, technology and high-performance sport.
Beyond public visibility, many sports have also become powerful environments for relationship building. Events such as golf tournaments and Formula 1 weekends increasingly serve as strategic networking platforms for business leaders and investors.
For many corporate sectors and B2B brands, sponsorship is not simply about visibility – it is about influence. These events create trusted environments where meaningful conversations take place and long-term partnerships are forged.
For brands, this is a powerful commercial opportunity to become a part of the action on-ground and through sponsorships, advertising and integrations across TV, digital and social platforms.
In a fragmented media landscape, live sport remains one of the few moments when millions of people are watching the same screen at the same time. That collective attention makes these events incredibly valuable for brands looking to connect with audiences at scale.
The opportunity for brands now extends far beyond the traditional commercial break. By aligning with these sporting moments live on television, brands do not simply buy media space; they place themselves at the centre of the experience.
Through premium advertising placements, branded content and on-screen integrations, brands can participate directly in the moments audiences are watching unfold.
What we are witnessing today is the emergence of sport not just as entertainment, but as a powerful platform for brands to engage audiences.
The sector itself is also evolving into a major economic force. The sports industry in the Kingdom continues its upward trajectory, creating a stable and high-growth environment for long-term brand investment and commercial partnerships.
‘‘The opportunity for brands now extends far beyond the traditional commercial break.”
None of this transformation would be possible without the vision and commitment of Saudi Arabia’s sports leadership and governing bodies. Their efforts in bringing world-class competitions to the Kingdom have not only elevated the country’s global sporting profile but also created a stage to showcase Saudi ambition, hospitality and excellence to the world.
As this momentum continues, media ecosystems are evolving to support brands entering this space. To support this shift, MBC Media Solutions (MMS) launched its dedicated sports offering last year, consolidating advertising opportunities across the most prestigious sporting events that are broadcast on MBC Group and Al Arabiya.
Brands now have an opportunity to harness the power of premium content and data-driven insights to drive real business results.
By connecting brands to these monumental sporting moments across television, digital and social media, we are facilitating more than just a broadcast – we are enabling brands to participate in the cultural moments that audiences care about most.
This is our current reality. The ‘business of hosting’ has transformed sport into a powerful engine for culture, connection and commercial opportunity. And as this journey continues, the goal is to ensure that brands have a front-row seat – participating in the moments that define the Kingdom’s evolving sporting landscape.
By Abdullah Abutaleb, Marketing Manager, MBC Media Solutions (MMS).
