Sports marketeers take deep dive into Saudi culture

Sports marketeers take deep dive into Saudi culture
Leo Borges, executive creative director of Havas Middle East, spoke to Arab News about how Saudis had the opportunity to mold the creative industry. (AN photo/Loai Elkelawy)
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Updated 08 November 2024
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Sports marketeers take deep dive into Saudi culture

Sports marketeers take deep dive into Saudi culture

RIYADH: Top regional executives spoke about how having a deep understanding of the Kingdom’s culture was crucial in the creative industries, during the Athar — Saudi Festival of Creativity in Riyadh on Wednesday.

Leo Borges, executive creative director of Havas Middle East, spoke to Arab News about how Saudis had the opportunity to mold the creative industry.

“What I would say and sort of like what I want to see coming out of Saudi, is a creative culture that’s specific (to) here, it’s about Saudi people.”

He said that the baseline for the creative industry was understanding the audience.

“If you’re working in Saudi, they need to understand Saudi. They need to understand the culture. They need to understand the times. They need to understand the context in which their message is going to be, it’s going to be displayed.”

Borges went on to highlight the stark difference between sports marketing and other industries.

“I think sports marketing is different from other kinds of marketing because of the passion that the audience has for this sport, or for the teams, or for the players,” he said.

“So in this space, rarely the brand is the number one thing, right? Like people don’t necessarily love Adidas. They love Adidas because Adidas is sponsoring the team.”

Speaking at the “Leaders and Visionaries: CMOs Unplugged” session, panelist Ammar Alamro, director of marketing and communications at the Saudi Sports for All Federation, or SFA, in Riyadh, described his focus on “human insight” as opposed to “local insight.”

With more than 40 percent of non-Saudis living in the Kingdom, Alamro told Arab News that the Saudi Sports for All Federation targeted everyone when crafting their campaigns to encourage physical activity.

“With that, we need to understand who is in the Kingdom, and from a recent study, it showed that 42 percent of the Kingdom are not Saudis,” he said. “When we craft our campaigns or our communication we want to make an impact in the Saudi population, and people living in Saudi.”

Before creating a marketing strategy, SFA will research and developed a program that takes into account the different levels of physical activity within the Kingdom — active, semi-active, and inactive. 

“We try, in SFA, with all our programs to cater to everyone in the Kingdom, because our target audience is everyone in the Kingdom.”

Since SFA’s restructuring in 2018 to increase the ratio of individuals exercising at least once a week to 40 per cent by 2030, the federation had seen a positive reaction from the community with exponential growth in physical activity.

The “physical activity level in the Kingdom in 2018 was 13 percent ... In 2021, the physical activity level in the Kingdom reached 48 percent, which is great, and now we’re changing the targets and increasing the targets, actually, beyond 40 percent to achieve more targets in 2030.”

Since joining the SFA in 2023, Alamro has played a pivotal role in promoting and growing events, including the Riyadh Marathon, Tough Mudder, the SandClash CrossFit competition.

The session also brought together industry leaders, Najeeb Jarrar, CMO at Google MENA, Aamir Allibhoy, regional chief marketing officer at Tim Hortons, MENA, and was moderated by Ashish Verma, global head of Bloomberg Media Studios, who all shared insights on navigating the rapidly evolving creative landscape in Saudi Arabia.

The festival will conclude with the Athar Awards ceremony on the evening of Nov. 6.


Jeddah to host Hajj forum and expo in January

Jeddah to host Hajj forum and expo in January
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Jeddah to host Hajj forum and expo in January

Jeddah to host Hajj forum and expo in January
  • Event aims to enhance pilgrim services, promote innovation, and foster transparency and competitiveness in Hajj-related industries
  • Conference will bring together ministers, diplomats, academics, Hajj service providers, and representatives from 250 entities across 87 countries

RIYADH: Under the patronage of King Salman, the fourth Hajj Conference and Exhibition will be held from Jan. 13-16 in Jeddah, the Saudi Press Agency reported.

Organized by the Ministry of Hajj and Umrah in partnership with the Pilgrim Experience Program, the event aims to enhance pilgrim services, promote innovation, and foster transparency and competitiveness in Hajj-related industries.

The conference will bring together ministers, diplomats, academics, Hajj service providers, and representatives from 250 entities across 87 countries.

It will feature 47 panel discussions, 50 workshops, and a specialized exhibition with 280 exhibitors showcasing the latest Hajj technologies and services.

The ministry invites global experts and participants to join the event. Registration details are available at hajjconfex.com.


Water Partnership Forum explores opportunities for public and private sectors

Water Partnership Forum explores opportunities for public and private sectors
Updated 02 December 2024
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Water Partnership Forum explores opportunities for public and private sectors

Water Partnership Forum explores opportunities for public and private sectors
  • ‘By bringing together key players we are building a stronger foundation for sustainable water management’ — CEO of SWPC

RIYADH: The Saudi Water Partnership Company hosted a forum and award ceremony in Riyadh, bringing together key stakeholders, government officials and industry leaders for a day of dialogue, innovative workshops and strategic networking aimed at advancing the sustainability and resilience of Saudi Arabia’s water sector.

The forum was a platform for discussing advances in water management and sustainability and exploring opportunities for collaboration in the public and private sectors.

Subjects discussed included water sustainability, government collaboration, and public private partnership legislation. These sessions provided actionable insights and set the stage for future partnerships that will shape the water sector in Saudi Arabia and the broader MENA region.

Khaled AlQureshi, CEO of SWPC, said: “The SWPC Forum and award ceremony is a testament to the power of collaboration and innovation. By bringing together key players from across the water sector, we are building a stronger foundation for sustainable water management and aligning with the Kingdom’s strategic goals for the future.”

The workshops provided participants with in-depth insights into key topics such as optimizing tendering processes, building robust water infrastructure, financing water projects, and exploring long-term off-take partnerships.

Industry experts shared case studies and best practices, fostering knowledge exchange and equipping participants with actionable strategies to address complex challenges in water management.

Panel discussions delved into the nuances of stakeholder engagement, sustainable development, and the integration of advanced technologies.

The exhibition area displayed cutting-edge innovations and solutions, giving attendees a firsthand look at advances shaping the water sector.

These elements collectively positioned the forum as a pivotal event for driving innovation, sustainability and strategic collaboration.

The forum concluded with the SWPC Awards Ceremony inaugurated by Abdulrahman bin Abdulmohsen Al-Fadhli, the minister of environment, water and agriculture.

The ceremony celebrated excellence in water management, with awards recognizing innovation, operational excellence, and strategic partnerships.

Notable winners included projects in desalination, sewage treatment, and strategic water storage, all of which underscore Saudi Arabia’s commitment to water sustainability and infrastructure development.

The awards recognized innovation, operational excellence, and strategic partnerships that are advancing the Kingdom’s water sustainability initiatives.


Ramsar chief visits Farasan Islands for wetland talks

Ramsar chief visits Farasan Islands for wetland talks
Updated 02 December 2024
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Ramsar chief visits Farasan Islands for wetland talks

Ramsar chief visits Farasan Islands for wetland talks
  • The islands play a vital role in sustainable development and conserving biodiversity

RIYADH: The secretary-general of the Ramsar Convention on Wetlands, Musonda Mumba, visited the Farasan Islands Protected Area as part of advancing global cooperation on wetland protection.

The islands, one of the convention’s most prominent sites in the Kingdom, play a vital role in sustainable development and conserving biodiversity.

The visit included field tours and a presentation by the National Center for Wildlife on the national wetland conservation roadmap, highlighting the islands’ support for migratory birds and endangered species.

Located in the southern Red Sea, the Farasan Islands comprise over 170 ecologically diverse islands of significant heritage value.

Saudi Arabia’s membership of the Ramsar Convention on Wetlands reflects its commitment to addressing environmental challenges, including climate change.


Shared vision meets ambition as French President Macron begins Saudi Arabia state visit

 Shared vision meets ambition as French President Macron begins Saudi Arabia state visit
Updated 02 December 2024
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Shared vision meets ambition as French President Macron begins Saudi Arabia state visit

 Shared vision meets ambition as French President Macron begins Saudi Arabia state visit
  • Visit to advance common goal of enhancing cooperation across various sectors in alignment with Saudi Vision 2030 and France 2030
  • Schedule includes high-level meetings, a visit to Riyadh Metro, Saudi-French Economic Forum and cultural stops in Diriyah and AlUla

RIYADH: French President Emmanuel Macron’s arrival in Riyadh for a three-day state visit is a testament to the deepening ties between France and Saudi Arabia. His visit, which follows an invitation from Crown Prince Mohammed bin Salman, reflects the shared ambition to enhance cooperation across various sectors and to align with Saudi Vision 2030 and France 2030.

The state visit underscores a partnership rooted in mutual respect and long-term collaboration. It is the latest of several high-profile exchanges, including Macron’s Gulf tour in December 2021, which concluded in Jeddah, and Crown Prince Mohammed bin Salman’s visit to Paris in June 2023, accompanied by a ministerial delegation. These meetings set the stage for France’s endorsement of Saudi Arabia’s successful bid to host Expo 2030, marking a milestone in bilateral relations.

Macron’s schedule includes high-level meetings, a visit to Riyadh Metro, the Saudi-French Economic Forum and cultural stops in Diriyah and AlUla. Elysee Palace views Saudi Arabia’s ongoing modernization and reforms as vital to the strengthening of the Kingdom’s position as a central player in a more interconnected Middle East. Accordingly, it supports Saudi bids for major global events, such as hosting Expo 2030, 2034 football World Cup and Winter Olympics, considering them as opportunities for deeper cooperation.

Two statues from the fifth to first century BC are displayed during the exhibition “AlUla: Wonder of Arabia” at the l’Institut du monde arabe in Paris on Oct. 7, 2019. (AFP)

The historical relationship between the two nations predates the Kingdom’s establishment. France opened its first consulate in 1830 in Jeddah in a part of the Arabian Peninsula that would later emerge as the Kingdom of Saudi Arabia. It was also one of the first countries to recognize Saudi Arabia as a sovereign state in 1926. Nearly a century later, the two countries share common values in international relations, including sovereignty, non-interference and respect for international law.

This partnership has evolved to address contemporary challenges. At the Summit for a New Global Financial Compact in June 2023, Saudi Arabia and France emphasized the need for an inclusive financial system to combat inequality, fund green transitions and achieve the UN Sustainable Development Goals. Their shared vision highlights the alignment of priorities between the two leaders, united in their commitment to development and innovation.

Through the centuries, France has positioned itself as a global power in defense, energy, engineering, diplomacy, art and culture. But modern France is also undergoing a transformation aimed at adapting its economy to new emerging industries, collectively termed the Fourth Industrial Revolution, empowering its youth, and addressing climate-related challenges.

This transformation into a greener, more technology-driven economy aligns with Saudi Arabia’s ambitions under Vision 2030. Both countries have prioritized clean energy, with Saudi Arabia emerging as a significant player in renewable energy. Its investments in solar, wind, and hydro projects are matched by its leadership in the circular carbon economy, all key pillars of its Saudi Green and Middle East Green Initiatives. These initiatives resonate with France’s own climate goals, fostering a natural synergy between the two nations.

FASTFACTS

• The number of French companies operating in Saudi Arabia has increased by more than 43% since 2020.
• French investors in KSA: Air Liquide, Airbus, Alstom, Crédit Agricole, L’Oréal, Sanofi Aventis, Thales, Total and Veolia.

Economic collaboration continues to flourish. French companies are integral to the Kingdom’s economic diversification efforts, spanning sectors such as energy, healthcare, retail and tourism. Organizations like Business France and the Saudi-French Business Council play pivotal roles in facilitating trade and investment. Initiatives like Vision Golfe, an annual gathering of French and Gulf Cooperation Council ministers, entrepreneurs and executives, further cement this partnership through dialogue and innovation by offering a platform to promote business cooperation in markets with high growth potential.

Security and stability remain central to this relationship, particularly in addressing global challenges such as the Ukraine conflict. France has sought Saudi support in navigating the war’s human and economic repercussions and its impact on global supply chains. Energy security has also emerged as a focal point, with Saudi Arabia supplying hydrocarbons to Europe while advancing its role as a clean energy provider and one of the world’s biggest investors in renewables like solar, wind and hydro.

Saudi Arabia’s investments in renewable energy resources are part of a broader environmental strategy, being implemented as part of Vision 2030, Saudi Green Initiative and Middle East Green Initiative, as well as the Kingdom’s adoption of the circular carbon economy

French foreign minister Jean-Marc Ayrault, center, visits the construction site of a section of the Riyadh Metro under the contract of French company ALSTOM in Riyadh on Jan. 24, 2017. (AFP)

Regional developments will also likely figure prominently in the discussions during Macron’s visit, particularly regarding Lebanon, which remains without a president after more than two years of political paralysis.

Saudi Arabia and France have both played roles in seeking solutions to Lebanon’s crises, so any initiatives taken by them in the wake of the devastating monthslong conflict between Israel and the military wing of Hezbollah will be eagerly awaited. Partnership and consultation with Saudi Arabia are viewed by France as crucial to restoring order to the chaos in Lebanon.

With regard to the Israel-Palestine conflict, Elysee Palace is pushing for a ceasefire, release of hostages and humanitarian protections in Gaza. To this end, it has emphasized the importance of Saudi contributions through the Arab League and the Organization of Islamic Cooperation to advance a two-state solution for Palestine.

In addition to these pressing issues, Macron’s visit coincides with Saudi Arabia hosting COP16, a global platform addressing desertification under the theme “Our Land. Our Future.” Alongside this, he will attend the One Water Summit, co-chaired by France and Kazakhstan, which aims to address water resource management challenges in the face of climate change. These events underscore the commitment of both nations to environmental sustainability, a cornerstone of their partnership.

The relationship between Saudi Arabia and France is of course not limited to defense, business and energy transition. Cultural collaboration also forms a significant part of the Franco-Saudi relationship. Saudi Arabia’s rich heritage, from AlUla to Diriyah and the Sarawat Mountains, offers a canvas for joint initiatives. At the heart of this is Villa Hegra, a cultural institution in AlUla, the ancient Saudi city, established through an intergovernmental agreement in 2021.

Villa Hegra was officially established following an intergovernmental agreement signed on Dec. 4, 2021, by Saudi Arabia’s Minister of Culture Prince Badr bin Abdullah bin Farhan Al-Saud and Jean-Yves Le Drian, the then French minister of foreign affairs and current president of Afalula, the French agency for the development of AlAula. Villa Hegra serves as an incubator for artists and creators, fostering dialogue and collaboration while exploring the socio-economic impact of cultural projects on local communities.

France’s Fabien Doubey and Paul Ourselin of TotalEnergies team ride during the first stage of the AlUla Tour cycling race in Al-Ula on Jan. 30, 2024. (AFP)

The duality of Villa Hegra, blending Saudi and French influences, mirrors the broader partnership between the two nations. Macron’s anticipated visit to AlUla will underscore the significance of these cultural ties and highlight Saudi Arabia’s emergence as a regional hub for art and heritage. This emphasis on culture complements the Kingdom’s efforts to diversify its economy, attract global talent and position itself as a tourism and investment destination.

Amid these developments, the relationship between France and Saudi Arabia remains firmly anchored in mutual respect and shared goals. Macron’s visit offers an opportunity to build on a foundation that spans nearly two centuries, reinforcing partnerships in defense, energy, culture and economic development. The discussions in Riyadh will likely set the tone for future collaborations, as both nations continue to navigate a rapidly changing global landscape.

After Macron concludes his stay, the focus will shift to the outcomes of this visit, particularly in areas like artificial intelligence, fintech and cybersecurity. France’s upcoming AI Action Summit in February 2025 presents another opportunity to align technological ambitions, ensuring that the partnership remains dynamic and forward-looking. Whether in addressing global challenges or celebrating shared heritage, the relationship between France and Saudi Arabia stands as a testament to the enduring power of collaboration.


KSrelief distributes clothing vouchers, shelter kits to hundreds in Lebanon, Afghanistan

KSrelief distributes clothing vouchers, shelter kits to hundreds in Lebanon, Afghanistan
Updated 02 December 2024
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KSrelief distributes clothing vouchers, shelter kits to hundreds in Lebanon, Afghanistan

KSrelief distributes clothing vouchers, shelter kits to hundreds in Lebanon, Afghanistan

RIYADH: Saudi aid agency KSrelief has distributed hundreds of vouchers across Lebanon to those most in need to buy winter clothing, the Saudi Press Agency reported.
KSrelief gave out 455 vouchers in Miniyeh district, and 420 in the Beirut and Akkar governorates, to orphans and people with special needs. The vouchers enable people to buy winter clothing from approved stores.
The agency also distributed 164 shelter bags in Afghanistan, benefiting 984 people as part of a shelter project for people returning from Pakistan and those affected by this year’s floods.