Despite the infusion of hundreds of millions into its soccer league, including securing high-profile players such as Cristiano Ronaldo and Karim Benzema, the sport has yet to capture the widespread attention of the Saudi Arabian populace. Recent attendance records have been alarmingly low, with one match at the al-Riyadh club drawing only 299 spectators. This is indicative of a broader trend, as matches this season have seen attendances as scant as 144 and 133 fans, and the club averages just over a thousand attendees per game, a stark contrast to the 15,000-capacity of their stadium.
Similarly, other teams in the Saudi Pro League are struggling to attract fans, with more than half of the teams averaging fewer than 10,000 spectators per game, as reported by Transfermarkt.
Understanding the Low Turnout
Soccer has not traditionally been a dominant sport in Saudi Arabia or across the Middle East. Although Iran has occasionally fielded a competitive national team, most Saudi talent has historically migrated to European leagues for higher levels of competition. Nonetheless, the Saudi Arabian Private Investment Fund, backed by vast wealth from sources including oil revenues, is determined to establish Saudi Arabia as a formidable force in the realms of sports, entertainment, and media. This ambition is clear, with the country’s leaders vocal about their intentions to play a significant role on the global stage.
The lukewarm domestic response to soccer has not deterred these aspirations. Anticipate that the Kingdom will intensify its efforts in foreign markets, particularly in the West and the United States. Their strategy encompasses a range of ventures, from securing the 2034 World Cup to forging substantial agreements with entities like WWE and the boxing industry, and even taking ownership of the Professional Fighters League (PFL).
The Saudi strategy of expansive investment in sports and entertainment is unfolding, and it poses a formidable challenge to rival entities, as evidenced by the impact on the PGA Tour.