The vision architect: Princess Nouf Al-Saud’s blueprint for Saudi sport

When Princess Nouf Al-Saud started her role as general manager of marketing at Saudi Arabia’s Ministry of Sport in 2018, she confronted a world unfamiliar with the Kingdom’s pulse.

“When I first began this journey,” she said, “I realized that many people around the world had never truly experienced our culture, our energy or our vision.”

Six years and more than 135 global events later — from the electrifying debut of Formula 1 to the pioneering E1 Electric Boat Race — Al-Saud now orchestrates a marketing portfolio that has drawn more than 3 million attendees and broadcast Saudi Arabia’s evolution to more than 160 countries.

Her greatest triumph? Rewriting the narrative. Al-Saud told Arab News: “We’ve evolved from being seen simply as a destination that hosts events, to being recognized as a forward‑thinking leader in sports.”

Where skepticism once lingered, Al-Saud now projects certainty: “Today, the most important message is that Saudi Arabia is not only open to the world, but actively shaping the global sports narrative.”

This conviction permeates every campaign — whether amplifying community participation at Extreme E or embedding cultural storytelling into the WTA Finals.

The most profound transformations, however, unfold in Saudi stands. “A decade ago, it was rare to see parents, daughters and sons attending events side by side,” Al-Saud said.

Now, stadiums brim with multi-generational energy. Al-Saud said: “Girls are proudly wearing team jerseys, parents are cheering with their children and young fans are recognizing themselves in the athletes they watch.”

She calls this phenomenon “a ripple effect where sport becomes a shared cultural language” — a testament to Vision 2030’s societal impact.

Challenging