Inside the Riyadh cafe transforming how fans watch football in Saudi Arabia

RIYADH: A rollercoaster of an evening between Argentina and Egypt in Atlanta was felt almost 12,000 km away in Riyadh’s Al-Malqa District. Up To You, a cafe that opened in the summer of 2025, has become a go-to for avid sports fans in the Kingdom’s capital — but also for those who have never considered themselves football fans.

Known as Riyadh’s premier live sports viewing experience, the cafe has quickly transformed from a gathering place into a combination of living room, stadium and cinema all packaged into one.

What started as a typical minimum-spend setup to watch a game quickly met rising demand and long lines snaking out of the cafe. With fewer than 100 seats, Up To You does not compete with other venues in Riyadh on quantity or size — but on the quality of the experience.

“This actually started as a small boutique studio with my own company’s marketing services,” said Up To You’s owner, Mohammed Al-Tamimi. “However, due to the design of the place, the seating, the premium feel and the cleanliness, people started to come specifically for football matches.”

That was when Al-Tamimi realized there was a gap in the market. The focus was less on die-hard football fans and more on the family community that sits at the heart of Saudi society.

“I’ve had people come here saying they wanted to bring their partner over for a new experience. I’ve seen pregnant women here with their children, or young fans bringing their parents,” Al-Tamimi said.

“The reality is that everyone loves football. It doesn’t matter who you are, this is a sport for everyone. Up To You wants to make sure you can come and experience it that way.”

Outside World Cup season — when malls, boulevards and lounges all broadcast the games — most