MANCHESTER, England: Billed by organizers as 2013's biggest global sporting event, the 14th rugby league World Cup was in real danger of passing by largely unnoticed only three weeks from its first game.
Now there is a buzz around the tournament, and it's all because of one man.
Sonny Bill Williams, New Zealand's headline-grabbing cross-code rugby star, originally ruled himself out of selection for the reigning champions, saying he wanted to take a break from sport to spend time with family.
He has since back-tracked, and he's now the face of the Europe-wide World Cup starting on Saturday.
He was certainly the talk of Monday's tournament launch in rainy Manchester on Monday.
"You can just see the hype, the edge he brings, as well as the fans," United States captain Joseph Paulo said. "People get excited when he's around. I arrived here in the U.K. a week ago and I saw him on the back page of the newspapers. He's putting the World Cup out there."
Whatever team, whatever sport, Williams is a winner. He's even New Zealand's top heavyweight boxer, winning all six of his fights. But it's in rugby where he really stands out.
In consecutive years since 2011, Williams has been a rugby union World Cup winner with the All Blacks, transformed unfancied Waikato Chiefs into Super 15 champions and then switched back to rugby league — the sport he first started playing — to win an NRL title with Sydney Roosters at the start of this month.
Everything he touches turns to gold. It's no surprise New Zealand went to such lengths to get him in its squad for the upcoming World Cup.
From second-favorites behind Australia, suddenly there's nothing between the two archrivals, who are expected to meet in the final at Manchester United's Old Trafford on Nov. 30.
That would be a repeat of the 2008 final, which the Kiwis won 34-20 in Brisbane against all odds.
"He brings the quality of someone who has excelled in three different sports, I think that takes a bit more than just talent," New Zealand coach Stephen Kearney told The Associated Press. "That takes a drive that exceeds talent.
"It's about a guy who wants to be the best he possibly can. He'll turn over every stone to make sure he is. For me, that's a real benefit for us as a group."
Kearney had already selected his World Cup squad by the time Williams expressed a desire to play. Kearney subsequently — and controversially — dropped Melbourne Storm backrower Tohu Harris after being given approval by tournament organizers to make a late change.
"To tell a player who'd been selected in the squad that he won't be there is tough," Kearney said. "But I will take full responsibility for that. But for us, we are thinking about after the decision has been made. We just have to cop it."
Williams is worth the trouble he often brings. With tattoos covering his bulging biceps, he is a dynamic, powerful, skillful player who can play in a handful of positions. He has a wonderful offload and makes big plays at big times.
And, as Australia coach Tim Sheens says, he "puts a lot of bums in seats."
"He lifts the profile (of rugby league)," Sheens said. "He gives (New Zealand) a world's best in-position player ... It raises New Zealand's chances tremendously. Just the confidence it gives the Kiwi boys.
"But for us, you'd like to think if you are going to win this tournament, you'll win it against the best players in the world, not against a team down in numbers."
Williams is looking to become the first player to win the World Cup in both league and union, which will mark him out as one of rugby's greats. He is set to return to union in time for the 2015 World Cup in England, so is chasing three world titles in four years.
Controversy has attracted Williams, who was involved in some alcohol-fuelled incidents early in his career. He also walked out on a contract with the Bulldogs in the NRL in 2008 to play rugby union for Toulon in France, earning him a ban from the Australian league for five years.
But he also attracts fans — and that is why organizers are delighted to see him play in a tournament that is always a hard sell, with rugby league widely regarded as the inferior code.
"I went to South Africa and I said I play rugby league," Paulo recalled. "And this young kid, he was only about 8 years old, he said, 'Sonny Bill Williams, Sonny Bill Williams!' I thought, 'Wow, this guy really is big all around the world.'"
Sonny Bill Williams just what the doctor ordered for World Cup
Sonny Bill Williams just what the doctor ordered for World Cup
Saudi riders dominate first World Camel Endurance Championship in AlUla
- Local riders filled the first three places in the men’s category
- Event featured a prize pool of more than SR2 million
ALULA: Saudi competitors dominated the first World Camel Endurance Championship for men and women in AlUla, which was held in partnership with the Royal Commission for AlUla Governorate.
The Saudi racers took the first three places and the championship cups in the first and second rounds of the men’s event. Fares Al-Juhani on Bayan won in a time of 15 minutes 54.27 seconds, with Nayef Al-Faydi riding Munadi second in 32:05.84, and Sulaiman Al-Huwaiti on Motaeb third in a time of 32:11.6.
In the women’s category, Saudi racer Kholoud Al-Shammari on Jabbar took first place with a time of 36:59.91, with the second and third places filled by a Jordanian and a German rider respectively.
Competitors representing 20 countries participated in the championship, with the 16 km races split into two 8 km stages, with a 30-minute break in between. After the first stage, 20 male competitors and 15 women qualified for the final stage, and the result was calculated according to times set across the two stages.
The value of the tournament prizes exceeded SR2 million ($533,333), with the winner in the men’s and women’s categories receiving SR500,000, while the balance of the prize pool was distributed between 10 runners-up in the men’s category and 10 runners-up in the women’s category.
Saudi riders dominate first World Camel Endurance Championship in AlUla
- Local riders filled the first three places in the men’s category
- Event featured a prize pool of more than SR2 million
ALULA: Saudi competitors dominated the first World Camel Endurance Championship for men and women in AlUla, which was held in partnership with the Royal Commission for AlUla Governorate.
The Saudi racers took the first three places and the championship cups in the first and second rounds of the men’s event. Fares Al-Juhani on Bayan won in a time of 15 minutes 54.27 seconds, with Nayef Al-Faydi riding Munadi second in 32:05.84, and Sulaiman Al-Huwaiti on Motaeb third in a time of 32:11.6.
In the women’s category, Saudi racer Kholoud Al-Shammari on Jabbar took first place with a time of 36:59.91, with the second and third places filled by a Jordanian and a German rider respectively.
Competitors representing 20 countries participated in the championship, with the 16 km races split into two 8 km stages, with a 30-minute break in between. After the first stage, 20 male competitors and 15 women qualified for the final stage, and the result was calculated according to times set across the two stages.
The value of the tournament prizes exceeded SR2 million ($533,333), with the winner in the men’s and women’s categories receiving SR500,000, while the balance of the prize pool was distributed between 10 runners-up in the men’s category and 10 runners-up in the women’s category.
How La Liga is building bridges with Saudi Arabia and regional partners
- Managing Director for Middle East and Africa Maite Ventura spoke to Arab News about the recent Futures FC tournament in Riyadh and promoting the Spanish league’s brand and its clubs
DUBAI: On and off the pitch, La Liga’s ties with Saudi Arabian football are growing.
At the start of March, the La Liga FC Futures U14 tournament was held at the Mahd Sports Academy in Riyadh and won by Spanish club Villarreal.
The competition had been organized in partnership with the Kingdom’s Ministry of Sports and saw 12 teams taking part, including eight EA Sports La Liga teams — Barcelona, Cadiz, Atletico Madrid, Sevilla, Villarreal, Real Betis and Osasuna — as well AS Roma from Italy, Portugal’s SL Benfica, Olympique de Marseille ofFrance and Saudi Arabia’s own Mahd Academy.
Just last week, Barcelona-based Espanyol became the latest Spanish club to welcome a delegation of the Saudi Future Falcons program, with the team from the Kingdom beating the La Liga reserve team 3-2 at Dani Jarque Sports City.
There have been several other collaborations and Maite Ventura, La Liga managing director for the Middle East and North Africa, says more projects are set to come to fruition in the coming months and years — all part of La Liga’s mission to grow its brand.
“Our goal in the case of Saudi is about understanding that the popularity of La Liga and the popularity of football in Saudi is huge,” Ventura told Arab News at La Liga’s headquarters in Dubai. “I think more than 80 percent of the population follows football, so we wanted to be there. It's one of the main countries in the region, so for us was very important to be there.
“We not only want to be there with a small project,” she added. “We have many different projects there, with the General Entertainment Authority, with the Ministry of Sports, and (recently) we were celebrating FC Futures in Riyadh, which Villarreal won. We we want to know the countries in which we have fans of La Liga.”
Off the pitch, other ventures include the opening of themed bar and restaurant LaLiga TwentyNine and the world’s largest football museum, Legends, both in Riyadh in collaboration with Saudi events company SELA and the GEA.
“So, this is our mission there, it's about connecting with all of the fans, engaging with the main institutions there,” said Ventura. “We want to be present there, and we don’t want to be there just doing FC Futures, we want to be there for a long time, and we want to be there for our fans.”
When La Liga’s office in Dubai opened in 2014, it became its first ever outside Madrid, with an urgent brief to spread the Spanish league’s brand.
“Our president, Javier Tebas, understood that the limit was the population in Spain, so the only way to keep growing was to go beyond our borders.”
Dubai was seen as the ideal strategic location from which the operation would be carried out in the rest of the region.
“This is not only the 10-year anniversary of the Dubai office, but (of) the international expansion strategy,” said Ventura. “It’s been a long journey, but actually working in the MENA region, where football is the number one sport and where La Liga is the most consumed competition, it’s a pleasure.”
Regionally, Real Madrid and Barcelona have enjoyed huge support for decades in the Middle East, while others like Atletico Madrid, Athletic Bilbao and Valencia have accumulated big followings as well. La Liga’s mission is not just to promote its collective brand, but the individual clubs as well among Arabic-speaking audiences.
“We are doing this in different areas” said Ventura. “From a data perspective, we are working with around 12 clubs from La Liga, we are managing their Arabic social media accounts, we are putting weekly content plan for them to be connecting with their own fans.
“The clubs have understood as well that their fans are not only in Spain, in Valencia or Sevilla or Vigo, but they are in Cairo, Dubai or Jeddah,” she said. “So, this clicked in their heads, and in the last four to five years, the clubs have changed their strategy to go abroad and to connect with their fans. For us, we started with just three people back in 2013. And, right now, we are almost 20 people working only for the MENA region in eight different countries.”
Alongside its strategic projects in Saudi Arabia, La Liga also has representatives working in Qatar, Morocco, Egypt and Iraq.
“Right now we have three people fully based in Baghdad, because we have a very interesting project with the football association there,” said Ventura. “In at the end, our way of doing this is always to be on the ground, physically here, understanding who our fans are, how they consume our product, how they like it, and this allows us to understand and to have this market intelligence and to go to the clubs to let them understand how this works.
“Being in Morocco is not the same as being in Dubai or Baghdad, for example. Our mission is basically to increase the brand value and the value of the TV rights to reach other audiences, other profiles, and of course, to generate business opportunity for La Liga and the clubs.”
In 2022, La Liga and Dubai-based media multinational Galaxy Racer signed a 15-year joint venture to promote the league’s brand in the MENA region and Indian subcontinent.
“We are totally convinced that (for La Liga) to penetrate any market, we need to go hand-in-hand with a partner. It doesn’t matter if it’s a local authority, football federation, local league or a club. We are here to connect with the fans, to connect with the people that like football in each of the countries. So, it’s not like we are in Dubai, and we are managing everything from here. In the case of Iraq, we have a strategic agreement with the football association there. We are working with them to transform the local league, the Iraqi Stars League.”
The highest number of users from the region registered on La Liga’s app comes from Iraq, Ventura revealed, and technology and artificial intelligence are ways through which Spanish clubs will be reaching out to fans, as well as, in the cases of Sevilla and Deportivo Alaves to name two, to gain an advantage in the fields of scouting and recruitment of players.
“We (La Liga) have been working very hard in strengthening the brand of each of the clubs,” Ventura said. “Because the clubs are not just depending on their players — if one player leaves, the club has to keep being strong. So, of course, these are very important lessons that we have been working on now over the last 10 years. First it was international strategy, they understood this, and right now for example, they are working a lot in technology, and definitely AI is going to play a key role in La Liga, not only in this region, but worldwide in the coming years.
“Each of the clubs have their own approach,” said Ventura. “Some of them, they have very strong grassroots systems. Some of them are in involving themselves a lot in technology. Each of them are specializing in (ways) to enter into the market. It’s not the same from one club to another, and they understood this in the right way.”
Ventura expects more partnerships to be signed in 2024 and beyond.
“Last year, it was very important because we partnered with a Galaxy Racer,” she said. “In the MENA region, 50 percent of the population is less than 30 years old. We are very focused on connecting with the youngest generations, Millennials and Gen Z population mainly. So, that is why, from this season, we have started to produce a lot of local content. This means that here we are creating content in Arabic for our Arab fans. We have a very strong strategy right now. We just launched the first Arabic podcast from La Liga, it is called ‘Vamos La Liga’.”
She continued: “We were expecting big numbers, but the the feedback has been amazing. We had more than five million views on the second episode that was with (renowned journalist) Achraf Ben Ayad.”
Ventura says the episode was one of the most consumed pieces of content ever produced by La Liga’s global accounts.
“The experience has been amazing, and we will keep increasing the (amount) of local content, and we are working with a lot of content creators. We will have very big names coming to this podcast very soon,” she added. “We are very focused on the production of local content, and by that I mean everything will be in Arabic, and with people from the region. So the experience has been great.
“We are also doing documentaries, we are producing other type of programmes and everything will be rolled out in the coming months so it’s very exciting.”
Smashing barriers — table tennis helping rise of sporting events in the Middle East
- WTT chief executive writes exclusively for Arab News about the impact of Saudi Smash 2024
JEDDAH: As the Middle East continues its economic transformation, its rapidly growing sports industry stands as a prominent example of this dynamic shift. Events like the Saudi Smash 2024 in Jeddah exemplify the region’s ambition to host major international sports competitions; they also underscore a broader trend toward creating immersive, engaging experiences for a diverse audience.
A reflection of regional growth
Saudi Smash 2024 is not merely an international table tennis event; it reflects a vigorous push into the sports sector, which is becoming a cornerstone of the Kingdom’s Vision 2030 strategy. In 2022, the sports tourism sector emerged as a booming $600 billion industry in the Middle East, anticipated to grow even further. The sports industry in the region is expected to expand by 8.7 percent by 2026, sharply contrasting with the global industry’s slower growth rate of 3.3 percent. Studies suggest that, in some Middle Eastern countries, a halo effect boosts the tourism and hospitality industry by up to 30 percent.
But such mega sporting events do not only drive immediate economic uplift through increased tourism and consumer spending. The preparation and execution of an event like Saudi Smash 2024 involve numerous local stakeholders from various industries, thereby distributing economic benefits across a broad spectrum of the local economy. They also promote long-term economic stability by creating jobs and spurring infrastructural developments.
A need for enhanced fan engagement
Recognizing the shifting preferences of younger generations, the Middle East is tailoring its sporting events to cater to Generation Z and Alpha spectators who prefer shorter, more action-packed formats. Similar to what can be expected at a World Table Tennis Saudi Smash, these events are no longer just about the sport; they are multimedia, multifaceted experiences that incorporate advanced digital technologies — such as augmented reality and real-time data analytics — to offer personalized and interactive fan engagement. This shift is critical as fan attraction and retention now hinge on delivering more than just brand loyalty; young fans desire a voice in decision-making processes and seek bespoke experiences that resonate with their digital-native sensibilities.
The power of sports sponsorships
The global sports sponsorship market is poised to grow from $66 billion in 2022 to nearly $108 billion by 2030, and the flourishing sports scene in the Middle East provides fertile ground for brands to market themselves to millions of consumers in the region. An event like Saudi Smash offers regional and global brands a platform to enhance visibility and engage with diverse audiences. The power of sponsorship, in its traditional form, is undeniable. It offers brands an unparalleled opportunity to connect with specific audience segments, fostering emotional bonds, driving brand loyalty, and catalyzing sales. Sponsorship, long-standing in the world of marketing, has entered a transformative era. Sports event partnerships have evolved from mere logo placements and brand affiliations to deeper, more strategic partnerships with an increased focus on values, social impact, and long-term engagement. These collaborations not only drive direct revenue but also build brand associations with health, vitality, and global connectivity, aligning perfectly with corporate goals of broader market penetration and consumer connection.
The evolution of table tennis
The establishment of WTT has been instrumental in transforming table tennis into a major player on the global sports stage. By introducing high-stakes competitions and enhancing broadcast quality, WTT events like the Saudi Smash exemplify how the sport is not only elevating its profile but also integrating seamlessly into the broader context of international sporting events. These events showcase world-class table tennis talent and craft a spectator experience that is globally engaging and accessible. They not only captivate new fans but also attract brand partnerships, further embedding table tennis into the global sports narrative.
Looking to the future
The Middle East’s journey towards becoming a global sports destination is full of promise, bolstered by continuous investments in technology and infrastructure. The transformation of sporting events in the region is emblematic of broader ambitions on the world stage. Through strategic innovation and proactive engagement, the Middle East is not just participating in but is actively leading the global sports dialogue. Events like the WTT Saudi Smash are in place to support this journey, setting new benchmarks for what a sporting event can offer and inviting the world to witness the rise of a new era in global sports prominence.
• Steve Dainton is chief executive of World Table Tennis
Koepka leads by 2 after second day of LIV Golf Singapore
- Smash GC lead team competition by one stroke from Ripper GC
SINGAPORE: For the third time in the last 18 LIV Golf regular-season tournaments, Brooks Koepka will take a three-shot lead entering the final round, this time thanks to a brilliant 7-under 64 in Saturday’s rain-delayed second round at LIV Golf Singapore.
When the Smash GC captain held such an advantage the previous two times, he closed the deal in Orlando and Jeddah last year. Given that the five-time major champion has found his form as his PGA Championship title defense looms later this month, it will be a big challenge for his Singapore pursuers to catch him.
Koepka’s Smash GC teammate, defending Singapore champion Talor Gooch, described the task succinctly: “Hard.”
But, he added, not impossible. “Winning golf tournaments is never easy,” Gooch said. “We all know that. Hopefully, we can make it not easy on him. Hopefully, I can make it not easy on him tomorrow.”
Koepka is at 12 under for the tournament, with Fireballs GC’s Abraham Ancer, Cleeks GC’s Adrian Meronk and the RangeGoats GC duo of Thomas Pieters and Matthew Wolff tied for second at 9 under. Four other players are another shot back – Gooch, Ripper GC’s Lucas Herbert and Marc Leishman, and HyFlyers GC’s Cameron Tringale.
If Koepka converts the three-shot lead into another victory, he will become the first LIV Golf player to win four individual tournaments. He also has a chance to lift two trophies on Sunday if his Smash team can convert its one-shot lead over the Rippers into the team title.
Although he’s playing with plenty of confidence, Koepka is taking nothing for granted.
“Anything is possible,” he said. “Gooch is trailing. He plays this place pretty well. I’ve just got to go out and do what I do, and from there, you can get beat. I have no problem with that if I get beat. But I just want to go out and play good golf, and that’s all I want to do, especially leading into the PGA.”
That good golf was evident following the 4 hour 45 minute weather delay that pushed the shotgun start back to the afternoon. After three pars to start his round, Koepka birdied the par-5 fourth when he threaded his second shot between a row of palm trees, his ball finishing just off the green.
That was the first of three consecutive birdies, and he finished his bogey-free round with four birdies in his last seven holes. A two-shot sequence seemed to epitomize his day — a 53-foot birdie putt on the 13th, then a near-ace on the 14th.
“Brooks was faultless today,” said Pieters, one of his playing partners on Saturday with first-round leader Sebastian Munoz. “I assume he’s going to do the same tomorrow, and it’s going to take a very low one from those of us behind him to win.”
“He’s comfortable being in the lead,” added Wolff, a former Smash teammate who was traded in the offseason to the RangeGoats. “He’s playing good. I think this golf course actually suits him really well. I’ll do what I can control, and other than that, just see what happens.”
Koepka has his wife Jena and nine-month-old son Crew in Singapore with him this week. It’s the third tournament Crew has attended, the first being LIV Golf Miami and the second at the Masters. His father finished T45 both times.
“I was reminded of that on the way over here,” Koepka said. “Hopefully get a little better result.”
Team Counting Scores
Standings and counting scores for Saturday’s second round of the team competition at LIV Golf Singapore. The three best scores from each team count in the first two rounds while all four scores count in the final round. The team with the lowest cumulative score after three rounds wins the team title.
SMASH GC -23 (Koepka 64, Gooch 66, Kokrak 71; Rd. 2 score -12)
RIPPER GC -22 (Smith 65, Herbert 67, Leishman 67; Rd. 2 score -14)
RANGEGOATS GC -21 (Wolff 65, Pieters 67, Uihlein 70; Rd. 2 score -11)
T4. CLEEKS GC -20 (Meronk 66, Bland 68, Kaymer 69; Rd. 2 score -10)
T4. FIREBALLS GC -20 (Ancer 67, Garcia 68, Chacarra 69; Rd. 2 score -9)
LEGION XIII -17 (Hatton 68, Rahm 68, Vincent 68; Rd. 2 score -9)
STINGER GC -14 (Oosthuizen 69, Burmester 70, Schwartzel 70; Rd. 2 score -4)
T8. CRUSHERS GC -13 (DeChambeau 66, Howell III 66, Lahiri 69; Rd. 2 score -12)
T8. HYFLYERS GC -13 (Mickelson 68, Tringale 68, Ogletree 71; Rd. 2 score -6)
T8. TORQUE GC -13 (Niemann 69, Munoz 70, Pereira 70; Rd. 2 score -4)
4ACES GC -12 (Varner III 67, Reed 68, Johnson 70; Rd. 2 score -8)
IRON HEADS GC -10 (Vincent 66, Na 70, Kozuma 72; Rd. 2 score -5)
MAJESTICKS GC -7 (Poulter 68, Stenson 68, Westwood 71; Rd. 2 score -6)
