When Princess Nouf Al-Saud started her role as general manager of marketing at șÚÁÏÉçÇűâs Ministry of Sport in 2018, she confronted a world unfamiliar with the Kingdomâs pulse.
âWhen I first began this journey,â she said, âI realized that many people around the world had never truly experienced our culture, our energy or our vision.â
Six years and more than 135 global events later â from the electrifying debut of Formula 1 to the pioneering E1 Electric Boat Race â Al-Saud now orchestrates a marketing portfolio that has drawn more than 3 million attendees and broadcast șÚÁÏÉçÇűâs evolution to more than 160 countries.
Her greatest triumph? Rewriting the narrative. Al-Saud told Arab News: âWeâve evolved from being seen simply as a destination that hosts events, to being recognized as a forwardâthinking leader in sports.â
Where skepticism once lingered, Al-Saud now projects certainty: âToday, the most important message is that șÚÁÏÉçÇű is not only open to the world, but actively shaping the global sports narrative.â
This conviction permeates every campaign â whether amplifying community participation at Extreme E or embedding cultural storytelling into the WTA Finals.
The most profound transformations, however, unfold in Saudi stands. âA decade ago, it was rare to see parents, daughters and sons attending events side by side,â Al-Saud said.
Now, stadiums brim with multi-generational energy. Al-Saud said: âGirls are proudly wearing team jerseys, parents are cheering with their children and young fans are recognizing themselves in the athletes they watch.â
She calls this phenomenon âa ripple effect where sport becomes a shared cultural languageâ â a testament to Vision 2030âs societal impact.
Challenging global perceptions remains intrinsic to her work. âWe viewed every global event as a fresh opportunity to open a new window,â she said, countering stereotypes with experiential proof â be it through world-class venues or volunteersâ warmth.
Her creative arsenal relies on authentic storytelling: âWe flip the script by designing campaigns that donât just market a match or a race, they tell stories.â
These narratives, showcasing international fansâ pilgrimages or homegrown talent, serve a higher purpose: âOur role goes far beyond ticket sales; it is about inspiring the next generation of athletes.â
As chair of the Womenâs Sports Committee, Al-Saud wields platforms like the WTA Finals as catalysts. âItâs never been enough to simply host a womenâs tournament,â she added.
Her strategy is inclusion at every level: âWe use these platforms to show that Saudi women are athletes, leaders, strategists and innovators.â
From mentorship programs to leadership panels, the objective is unequivocal: âRedefining roles not just on the court, but in boardrooms, production teams and strategy tables.â
Amid the scale of progress, human moments anchor her. She vividly recounts the Italian Super Cup: âWatching them, dressed in their club colors, walking through our fan zones with their children, laughing, taking photos, I felt an overwhelming sense of pride.â
In that instant, the mission crystallized: âIt wasnât just about the game. It was about șÚÁÏÉçÇű becoming a magnet for people who love sport, wherever they come from.â For Al-Saud, those smiles are more than rewards â they are proof that sport can build bridges no statistic can measure.
