SAUDI ARABIA AND SPORTS
Bassmat CEO ABDULRAHMAN SAUD explains the Kingdom’s big moves and ambitious goals for the future
The Kingdom of Saudi Arabia has recently witnessed massive movement at the global sports level, supporting and developing various types of sports such as tennis, golf, Formula 1, horse racing, athletics and even e-sports. This indicates the breadth of its interests and ambitious aims, as it muscles in with even bigger sporting plans to build a distinctive presence in the global sporting arena. So far, it’s been a huge success.
THE POWER OF MARKETING
These major events have made the field of Saudi sports marketing fertile ground for strong, non-stop activity. Examples of the impact of marketing in the sports field is the ‘Giddam’ campaign, which played a key role in motivating Saudi audiences and it boosted the enthusiasm of the national team players to deliver a performance that stunned the footballing world.
Giddam was launched by the Saudi Football Federation in partnership with Bassmat, a creative and digital agency, The campaign won various categories within the International Awards like Muse, SPIA and shorty. The campaign achieved a remarkable impact with widespread recognition at regional and international levels. It had a rate of about 19 billion impressions across various media platforms.
THE SECRET OF ‘GIDDAM’ CAMPAIGN SUCCESS
Abdulrahman Saud, CEO of Bassmat, explained the secret of the success of the “Giddam” campaign. He said, “The success of the campaign was due to the storytelling content that motivated the Saudi audience, as well as the use of various tools, such as AR technology, social media, OOH media crossing main cities in Saudi Arabia and Qatar. Also, most importantly, integrated campaign management, strategic planning and the use of various marketing activities.”
HUGE MARKETING CHANCES IN THE SAUDI SPORTS MARKET
How does Bassmat see the sports marketing industry developing in Saudi Arabia? He said: “It’s a booming market. We have seen what Saudi Arabia is capable of. The great growth in the Saudi sports marketing industry comes in parallel with the growth of many other fields, including tourism, technology, and entertainment”.
After all of Saudi Arabia’s hard work in the sporting world, taking advantage of these new opportunities in the field of Saudi sports marketing has become a necessity for those who desire to achieve success and get a presence in the future.
Abdulrahman Saud, CEO, Bassmat
