Football beyond the final whistle: After90 taps into growing Saudi fan culture

RIYADH: On the night of Paris Saint-German’s second-leg Champions League clash against Bayern Munich, football fans had taken over LDN Circus.

Inside Riyadh’s first pub-style entertainment venue, giant screens flashed the game above rows of football jerseys, scarves and signed memorabilia brought in by After90 for a special match-night collaboration.

For a few hours, the venue became more than just a place to watch football. It became a reflection of Saudi Arabia’s growing fan culture — one in which football is no longer confined to the pitch, but increasingly expressed through collectibles, nostalgia and shared experiences.

Founded in Saudi Arabia, After90 is a sports memorabilia and collectibles business built around football culture, while also expanding into sports like basketball and mixed martial arts.

The company specializes in signed shirts, framed photographs and match-related items designed to preserve moments “beyond the whistle” — hence the name After90.

“After90 actually came from an idea we had while watching football here in Saudi Arabia,” co-founder George Nassif told Arab News.

“At the time, I was working with fellow co-founder Bader Al-Ghossoun on a different project, and we noticed fans on television signing memorabilia after matches,” he said.

“With everything happening in Riyadh through Vision 2030 and the major investment already taking place in Saudi Arabia, I told him this could become a great opportunity.”

Al-Ghossoun told Arab News that the ambitions of Crown Prince Mohammed bin Salman were a key factor behind their decision to bring the idea to life.

“One of the goals and ambitions of His Royal Highness the Crown Prince is to create startups and small businesses that support the