RIYADH: A rollercoaster of an evening between Argentina and Egypt in Atlanta was felt almost 12,000 km away in Riyadh’s Al-Malqa District. Up To You, a cafe that opened in the summer of 2025, has become a go-to for avid sports fans in the Kingdom’s capital — but also for those who have never considered themselves football fans.
Known as Riyadh’s premier live sports viewing experience, the cafe has quickly transformed from a gathering place into a combination of living room, stadium and cinema all packaged into one.
What started as a typical minimum-spend setup to watch a game quickly met rising demand and long lines snaking out of the cafe. With fewer than 100 seats, Up To You does not compete with other venues in Riyadh on quantity or size — but on the quality of the experience.
“This actually started as a small boutique studio with my own company’s marketing services,” said Up To You’s owner, Mohammed Al-Tamimi. “However, due to the design of the place, the seating, the premium feel and the cleanliness, people started to come specifically for football matches.”
That was when Al-Tamimi realized there was a gap in the market. The focus was less on die-hard football fans and more on the family community that sits at the heart of Saudi society.
“I’ve had people come here saying they wanted to bring their partner over for a new experience. I’ve seen pregnant women here with their children, or young fans bringing their parents,” Al-Tamimi said.
“The reality is that everyone loves football. It doesn’t matter who you are, this is a sport for everyone. Up To You wants to make sure you can come and experience it that way.”
Outside World Cup season — when malls, boulevards and lounges all broadcast the games — most football matches are shown at venues where patrons are permitted to smoke. Up To You has broken that norm, banning smoking on the premises to ensure a family-friendly experience for all.
“We want this to be a family hub,” Al-Tamimi told Arab News.
To reinforce that vision, Up To You made major upgrades over the summer ahead of the World Cup.
The first came in the form of seating. What was previously a couch-seat area has been expanded to include a three-tiered stand that replicates a cinema-like experience for fans above, in addition to the trademark stadium-style seating on the opposite side of the cafe. Towering between them is the large screen Up To You has become known for — one that allows staff to broadcast multiple games simultaneously.
But, as with most things during the Saudi summer, outdoor seating presented a challenge.
“Not only were we going to lose people sitting outside, but also the experience they could have had — had we not made these changes,” Al-Tamimi explained. “We put up blinds, increased the air-conditioning and closed off the area to make it feel more like a closed, but outdoor, garden.”
Demand remained high, however, and the need to keep things organized led Al-Tamimi toward the idea of a sub-brand called Rakla, which operates as a specialized ticketing system to watch matches at Up To You.
“Rakla is an Arabic word that means kick, and it’s inspired by football and many other sports,” he said.
“The idea behind this came from the fact that I see many businesses struggle with their websites, especially when it comes to ticketing. I need a platform where people can book a seat. I don’t want to be random, I want it to be professional. I want people to know that when they arrive, a seat will be waiting for them.”
Rakla can be found on Up To You’s website, where each game has a dedicated page based on demand. Across all three areas — outdoor, stage and upper stage — fans can find what they are looking for and even place their food and drink order ahead of the match.
It is this fan-focused approach that has helped Up To You stand out during a World Cup where matches come thick and fast. While many venues rely on first-come-first-served or ad hoc booking, Up To You ensures that before you step through the door, your seat is guaranteed.
“Ultimately, we want to continue to evolve,” Al-Tamimi said. “This does not stop here — we want to become bigger and better.”
