Taking the lead to grow sport marketing in Saudi Arabia
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The beginning of 2020 saw the birth of the first Saudi Sport Marketing Association (SSMA) dedicated to promoting sport marketing and creating opportunities to develop and grow the field.
According to SSMA chairman, Dr. Talal Al-Maghrabi, while focusing on increasing awareness about sport marketing campaigns and strategies, the association was also looking to back entrepreneur marketing campaigns, offer rehabilitation and training, and work with universities and specialists to produce research to help better understand and enhance sporting organization.
In addition, the SSMA sought to exchange experiences and knowledge with international sporting organizations.
One initiative, aimed at bridging the gap between Arabic and English speakers during the coronavirus disease (COVID-19) quarantine, was a live broadcast in English, hosted by broadcaster Abdul Mohsen Al-Qabbani, that featured two international football coaches, who shared their experiences and stories of life in Saudi Arabia.
Yannick Ferrera, the Belgian first-team coach of Al-Fateh FC, acknowledged that the Saudi Professional League was the best league in the Middle East and that collaborative planning would help move it further forward.
Al-Fayha FC’s Portuguese manager, Jorge Simao, pointed out the importance of not labeling European coaches as better than the rest and suggested hiring coaches based on the needs of the league.
All the subjects discussed were translated into English, giving a rare opportunity for foreign coaches to air their views on hopes and ambitions for the Saudi league and experiences of working in the Kingdom.
Coaches carry a lot of weight on their shoulders when in charge of a team, but they need to reflect in order to learn and develop.
In 2015, Saudi Arabia was listed second in the world for having the fastest turnover of football coaches, equal to one manager every 10 to 11 months, said former secretary-general of the Saudi Arabian Olympic Committee, Mohammed Almisehal.
In a recent article published by the pan-Arab daily Asharq Al-Awsat, around 100 national and international coaches had come and gone over the past five years, while the number of football coaches from 2009 to 2017 reached 240.
The inclusion of 64 new sport federations and the participation of women in all sports, has raised awareness of the need for equal opportunities for men and women in the hiring of coaches.
There are not many national women coaches, and this requires new regulations.
Some federations will be able to move forward with the coaches they have, while others will find it difficult due to financial or technical issues.
Al-Maghrabi noted that the trend of continually changing coaches would have a negative impact on clubs and their brand image.
He said the sport ecosystem, including all clubs, should have short- and long-term strategies to ensure stability. This policy would help toward achieving goals and building stronger brand image, which in turn would assist in attracting investors and aiding financial growth, he added.
• Dr. Razan Baker is a director of international communication at the Saudi Olympic Committee, a specialist in corporate social responsibility in sports, and a sports columnist/journalist. Twitter: @RazanBaker
