AL-HASA: When the world’s top footballers made their way to Saudi Arabia after the arrival of Cristiano Ronaldo, most of the international fan focus was on the top six. The Eastern Province, in particular, saw most media outlets focus on Al-Qadsiah and Al-Ettifaq. Yet between Riyadh and Dammam lies a city called Al-Mubarraz, home of Al-Fateh.
For the international audience, they may have come across the club when Jason Denayer or Cristian Tello joined the club. But for local fans, they were mostly known for their Leicester City-like achievement in 2013.
Against all odds — powered by the duo of Doris Salomo and Elton “Arabia” — Al-Fateh were crowned champions of the Saudi Pro League for the first time in their history, just a few years after securing their maiden promotion to the top tier.
13 years on, Al-Fateh are known for more than their one-off victory. Donning the nickname of “The Model Club”, Al-Fateh have set an example for clubs in Saudi Arabia and the Middle East.
While most clubs rely on big signings or short-term initiatives to attract fans, Al-Fateh have built their model on community values. It comes to no Saudi fan’s surprise that outside the Big Four — Al-Nassr, Al-Hilal, Al-Ahli and Al-Ittihad — Al-Fateh have the highest average attendance in the league with 8,132 fans per game.
The club were the talk of the town after their recent home encounter against Al-Riyadh, where more than 9,000 fans attended. Al-Riyadh have the lowest attendance in the Saudi Pro League and have been lingering near the relegation zone.
All this has come despite limited on-pitch success in recent seasons — a period that has seen Al-Fateh battle relegation rather than trophies.
Why then, are their attendance figures higher than more successful clubs such as Al-Qadsiah, Al-Ettifaq, Al-Khaleej and Al-Taawoun? Al-Fateh have managed to build a community feel around the club — regardless of form or signings — that few, if any, are able to replicate.
Majed Al-Afaliq, Board Member at the club, told Arab News why Al-Fateh are different when it comes to attendances in the league. “Al-Fateh is engaged with its community, the club always has its doors open for the people of Al-Hasa.”
Al-Hasa, the largest governorate in the Eastern Province, is a region known for its success on a sporting level in Saudi Arabia. “Today Al-Fateh hosts more than 1,000 athletes on a daily basis. So all these people, their families and their relatives are directly and indirectly involved with the club. Hence, their attachment to the club grows — because we’re open to the whole community.”
Al-Afaliq spoke openly about the different strategies deployed by clubs to attract a larger audience. “We don’t try to attract fans by bringing in certain players, or because of big signings. We want to engage with our community,” said Al-Afaliq.
An example of this is how the club makes its presence known at community events. “If you look at the majority of social events in Al-Hasa, you’ll find our mascot there, promoting Al-Fateh games.”
This has built a long-running connection for fans with the club. With the Al-Fateh Stadium located right in the heart of Al-Fateh neighborhood in Al-Mubarraz, the stadium is easily accessible for fans.
It isn’t just fans that Al-Fateh are connecting with in the community, but players. “We give opportunities. We believe in our players. For example, we have players in our starting XI that are 17 years old. We often have six to seven players in our starting eleven who are products of Al-Fateh. Who else is doing that in the Saudi Pro League?” Al-Afaliq told Arab News.
An unprecedented rise from the third tier, the largest attendance outside the big four, and an academy that produces the league’s local stars on a yearly basis — all in the space of 18 years — it is no wonder that Al-Fateh have become known as the Model Club in Saudi Arabia.
Al-Afaliq concluded: “Where do we see ourselves 5, 10 years from now? We want to be a special and unique model compared to other clubs. We want to continue improving ourselves when it comes to fan engagement and the matchday experience. I think we have a good shot at doing that.”
In an era defined by star power and spending, Al-Fateh remain proof that community can still fill stadiums.
