Inside Ittihad: A match day experience to rival the world’s best

RIYADH: A big screen bombarding match-going fans with advertisements, an emcee screaming at the top of their lungs and a playlist of overly commercialized pop music devoid of any meaning or connection.

Welcome to the experience for many football fans the world over.

As the football world becomes smaller thanks to technology and globalization, the matchday experience has become increasingly gentrified as clubs follow the same playbook to entertain their fans. If you’ve been to enough games, you’ll have encountered this.

So, as a club looking to grow its global resonance, how does Al-Ittihad ensure it doesn’t fall into the same trap and instead continues to offer something distinctly Saudi Arabian to its increasingly international audience?

Enter Salma Malaeb, senior manager of matchday experience at Al-Ittihad, whose job it is to create an atmosphere unique to Saudi Arabia’s oldest football club.

The simplest experience, Malaeb told Arab News, is the stadium playlist.

“A lot of the playlist songs are actual Ittihad songs written by Ittihad artists, because the club is a community in itself, you know?

“You have a lot of local artists, a lot of creatives. We try to even work with the creatives, for example, in the fan zone. We have a pop-up from time to time, (where) we work with a local artist, so we try to incorporate the community into matchday through these little things, while at the same time trying to modernize it.

“Because, yes, we do want to reach international standards, but we also want to maintain the identity of the club, and this is maintained (by) our Ultras as well. They will make you feel like this is Saudi football, and this is what football means to them.”

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