Ayah Kattan: The Saudi entrepreneur behind motorsports brand Fandom

Ayah Kattan. (Supplied)
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Updated 25 February 2026
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Ayah Kattan: The Saudi entrepreneur behind motorsports brand Fandom

  • ‘Choosing authenticity over certainty felt necessary,’ says Ayah Kattan

JEDDAH: Saudi entrepreneur Ayah Kattan is quietly reshaping the way motorsport fans in the Kingdom experience racing culture. 

As a co-founder of Fandom — a motorsports and fan-culture brand born from her deep love of speed, community and identity — Kattan represents a new generation of Saudi leaders who blend personal passion with business acumen. 

Kattan tells Arab News she was “a very active, responsible, and disciplined child” whose days were filled with after-school activities ranging from ballet and piano to religion classes, basketball and badminton. Her mother, she said, “kept me busy and helped me explore different hobbies and activities,” instilling early structure and curiosity. 




Ayah Kattan competing in the 2024 Saudi Dirt Bike Championship. (Supplied)

But socializing didn’t come easily to her. “As a child, I was shy and introverted,” Kattan recalls. She found comfort in movement rather than crowds, laying the foundations for a lifelong connection to motorsports. 

“I spent a lot of time on my BMX bike and my yellow 90cc Suzuki Quad Bike… trying different tricks,” she says.  

Her father played a defining role in shaping her love for adventure. Family road trips and camping excursions were frequent. “I often didn’t know the destination,” Kattan says. “I just went with the flow and was prepared for an adventure.” 

These experiences nurtured her appreciation for nature and helped her grow comfortable with uncertainty. 




Prince Khalid bin Sultan bin Abdullah Al Faisal, Chairman of the Saudi Automobile and Motorcycle Federation (C) visits Fandom in Yanbu at the start of the Dakar Rally. (Supplied)

From a young age, she was encouraged to be independent, to think for herself, take responsibility, and adapt quickly. “Along the way, I faced challenges that forced me to grow faster than I expected,” she says, adding that those moments brought clarity about her identity and what mattered most. 

Entrepreneurial thinking was also a part of her early life. Surrounded by siblings who challenged one another intellectually, she grew accustomed to conversations about ideas, gaps, and solutions. “This normalized the idea of problem-solving and thinking big,” she explains. 

Her father encouraged her to believe in herself and demonstrated through his own entrepreneurship that “the biggest freedom a person can feel is owning their time and having fun with the work they do,” she adds. 

Kattan pursued her undergraduate degree in Business Administration at Northeastern University in Boston, Massachusetts. The university’s cooperative education model, which requires students to complete a year of professional work experience, was, she says, “one of the biggest blessings I had.” 

Her early roles included social-media marketing at Harvard University and digital marketing at Zipcar, experiences that introduced her to branding, storytelling, and strategic marketing. Academically, her studies spanned strategy, supply chain, people management and marketing, providing a broad understanding of how businesses operate. 

“I was intentional about building a strong foundation,” she says. “At the same time, my career evolved organically. I have strong faith in the path chosen for me.” 




Fandom's stall at Jeddah Superdome during the Let's Meet cars exhibition in January. (Supplied)

Kattan spent years working toward a clear goal: joining one of the Big Five consulting firms. Every decision she made was aligned with that ambition, and she achieved it. However, about a year into consulting, she had a moment of clarity. 

“While I was grateful for the experience, I did not see myself in that path in the long run,” she says. “At that point, I made the decision to lean into motorsports and follow what genuinely pulled me.” 

Her initial ambition was  to become a professional motocross athlete, coach, and trainer, and eventually open a motocross school. She was well aware that she was taking a risk, but, she explains: “Choosing authenticity over certainty felt necessary.”  

Trusting her instincts, she committed fully. “After years of working alongside her Partner Alawi Kayal, Fandom was born.”

Having studied and lived abroad, Kattan had experience of global fan cultures. “I saw firsthand how these experiences were monetized in a way that felt authentic to fans,” she says. In Saudi Arabia, however, she felt there was “a gap between the scale and prestige of the events and the overall merchandise fan experience.” Fandom, then, is not simply a purchasing platform. “We don’t just sell merchandise; we create a community of enthusiasts and offer them the space to express themselves through experiences and fashion,” says Kattan. 

The first big break for the company, which Kattan co-founded with Alawi Kayal — came when they were approached to be the official merchandiser for the Dakar Rally. Today, Fandom collaborates with more than 20 international and regional institutions, including the Dakar Rally, World Rally Championship, Formula 1 teams, Rally Saudi and the Esports World Cup. 

Beyond motorsports, Kattan is also the founder of Serene Mental Health. For her, the connection is clear. “Mental health is the core of everything,” she says, emphasizing the importance of empathy, safe spaces and self-awareness in both one’s personal and professional life. 

Looking ahead, she believes the Kingdom’s leisure landscape is entering a defining era. She sees fan culture expanding beyond race weekends into year-round communities.  

“The future is big for sports and entertainment in (Saudi Arabia),” she says. 


Ramadan routines around the Kingdom 

Updated 26 February 2026
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Ramadan routines around the Kingdom 

RIYADH: Saudi Arabia is home to a diverse array of Ramadan customs, with each region boasting time-honored traditions. Here  is how the holy month is celebrated in various parts of Saudi Arabia.

NAJD 

One of the most significant Ramadan traditions in parts of Najd is Isha Al-Walidayn (the ‘parents’ dinner’), in which families prepare meals that are shared with relatives, neighbors and those in need. Often organized by neighborhood groups, the gatherings take place during iftar or after taraweeh. Families either invite relatives, neighbors and passersby to share the meal at home or send dishes to surrounding households and those in need. 

While rooted in charity, the tradition is equally about memory and community, offering a way to honor loved ones while strengthening social ties.  

In places including Qassim, the practice may be repeated several times throughout the month. The custom has been passed down through generations and remains part of Najd’s social fabric, reflecting the family-centered rhythm of Ramadan in the area.  

Hajar Alqusayer 

HIJAZ 

For more than a century, the chant of “Sidi Shaheen” has echoed through the narrow alleys of Madinah, marking the approach of Ramadan and signaling one of Hijaz’s most cherished folk traditions. Observed in the second half of Sha’ban — the month preceding Ramadan — the custom sees groups of boys walking through neighborhoods, singing traditional verses in celebration of the holy month’s imminent arrival. The practice remains particularly strong in Madinah, though it is also known across the wider Hijaz region. 

As part of the tradition, children carry a small container known as a quff, used to collect sweets, nuts and coins offered by households they visit. Moving from door to door, they chant in unison, their songs met with open doors and generous smiles. 

In preparation, families stock up on treats — particularly nuts and traditional sweets such as mushabak (pictured) — ensuring they are ready to share in the joy. 

Nada Hameed 

EASTERN PROVINCE 

Gargee’an is a traditional festival which is primarily celebrated mid-Ramadan in Gulf countries; specifically Kuwait, Bahrain, Iraq, the UAE, and in Saudi Arabia’s Eastern Province. It is not commonly observed in other parts of the Kingdom.  

Traditionally, boys in crisp white thobes and girls adorned in intricate jalabiyas go door-to-door in their neighborhoods and collect sweets and goodies in their handwoven baskets. It is a chance for them to reconnect with the community and spread colorful cheer. 

In recent years, however, the King Abdulaziz Center for World Culture (Ithra) in Dhahran has staged its own Gargee’an, providing candies for the kids as well as numerous indoor and outdoor activities for youngsters of all ages — including the young at heart — alongside performances of traditional folk songs and other live shows. 

The main plaza at Ithra, the Library and Energy Exhibit will each have Instagram-worthy moments. Entry to the center is free, though certain events — such as those at The Children’s Museum — require you to purchase tickets on the premises. 

Jasmine Bager 

JAZAN 

In Jazan, Ramadan is scented with wood smoke and freshly baked bread. Across villages and coastal towns, families still use the traditional mifa — a clay oven — to prepare corn and millet breads to eat at iftar. A staple of the season is mafalt (pictured), a creamy mixture of flour and milk often eaten at suhoor, valued for its simplicity and ability to sustain you through long fasting hours.  

Another distinctive feature of Ramadan in Jazan is the communal spirit of preparation. Neighbors exchange dishes before sunset, ensuring no table is without the region’s signature flavors. Evenings often extend into open-air gatherings where stories are shared and elders recount how Ramadan was observed generations ago. In Jazan, the holy month is less about extravagance and more about preserving culinary heritage and close-knit community bonds.  

Rahaf Jambi 

HAIL 

Since Ramadan this year is taking place while the weather in Hail is still relatively cool, it has been common to see dozens of people gathering along the banks and beds of nearby valleys — particularly in Mashar, Tuwaren, and Naqbin in the late afternoon, setting up seating and making arrangements for iftar. 

Coffee and tea are typically brewed over a fire, and participants often bring homemade dishes including lamb or chicken soups, vegetable or meat pastries, and Hail-style keubaiba —square-folded vine leaves filled with rice and a blend of spices, including cumin, black pepper, and dried lime. Sometimes, participants pool resources to buy a young lamb to eat. The liver is seasoned and cooked with onions, while the rest of the meat is prepared with rice for consumption at suhoor. 

Between iftar and suhoor, people socialize or play volleyball — a favorite activity for many Saudis during Ramadan. 

Hebshi Alshammari 

QATIF 

On the fifteenth night of Sha’ban, and again in the middle of Ramadan, children run through the streets of Qatif in traditional dress, going from house to house in celebration of Nasfa, a holiday celebrated in cities across the Arab world, but, in Saudi Arabia, only in Qatif (although it is practically identical to Gargee’an).  

“This celebration is not a fleeting ritual; it is a collective memory, a bridge connecting past to present,” Ismail Hejles, a Saudi researcher of traditional architecture from Qatif, told Arab News. “It teaches that religion was never meant to be stern, and that joy can be part of worship when it is pure.” 

Historians suggest the custom of children going door to door to receive gifts developed in tightly knit urban neighborhoods, where strong community bonds allowed the practice to flourish. And Nasfa is not just a distribution of sweets; it is a distribution of joy.  

“On that night, homes are equal,” Hejles said. “The rich give, and the poor give. The child is not asked who they are or which family they belong to.” 

Tamara Aboalsaud