New report shows why brands need to invest in women’s football in Saudi Arabia

RIYADH: New research from football media company Footballco has revealed a growing interest in opportunities for women’s football in Saudi Arabia.

The report, released recently, also provides a profile of fandom in the region and how supporters want to consume both editorial and branded content.

Footballco’s study shows that among fans of women’s sport in Saudi Arabia, 61 percent follow football, compared to 47 percent globally.

This strong interest is relatively new, with 27 percent having followed women’s football for three to five years, 40 percent for up to two years, and one third stating that they have watched more games in the past 12 months.

The growth also highlights how, despite female fans being allowed into stadiums since 2018, some still felt excluded by the sport.

Seventy-two percent said that women’s football attracts fans who previously felt excluded from the sport, while 68 percent agree that inclusion can help tackle issues in broader society.

While females have played football in Saudi Arabia for decades, the Saudi Women’s Premier League only launched in 2022, making the surge in interest even more remarkable.

This is mirrored by the relatively high proportion of fans considering themselves Super Fans (21 percent). Only the US has a bigger proportion of Super Fans, and it is larger than in both Brazil and leading European markets.

Andy Jackson, Footballco’s senior vice president for the Middle East, said that globally an “increasing interest in women’s football follows an increasing interest in female empowerment.”

This was being replicated in Saudi Arabia with also a surge in interest in football more broadly, “creating a perfect storm that’s driving growth in both men’s and women’s