Sports

What started five years ago is gaining steam, but can sponsorship turn that exposure into lasting digital-asset adoption?

Türkiye and Spain have led calls for Israel to be treated like Russia in 2022, and expelled from UEFA, FIFA and Olympic competitions, but most sporting boycotts have not changed states' behaviour

Saudi Arabia continues to boost its global prestige while diversifying its economy and showcasing its rich national heritage through its love for the game

Investing in sports is not only part of Saudi Arabia's overall diversification strategy, but it also helps boost related sectors like hospitality and tourism

The Kingdom already has already had success with sports investments, helping Newcastle United to the Champions League. Now it is bringing that approach home to the Saudi Pro football league.