‘Inside Ittihad’: From regional powerhouse to global household name

‘Inside Ittihad’: From regional powerhouse to global household name
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Thanks to the signing of Karim Benzema and others, Al-Ittihad's brand name is now as recognized globally as it is in the region. (SUPPLIED)
‘Inside Ittihad’: From regional powerhouse to global household name
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Thanks to the signing of Karim Benzema and others, Al-Ittihad's brand name is now as recognized globally as it is in the region. (SUPPLIED)
‘Inside Ittihad’: From regional powerhouse to global household name
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Thanks to the signing of Karim Benzema and others, Al-Ittihad's brand name is now as recognized globally as it is in the region. (SUPPLIED)
‘Inside Ittihad’: From regional powerhouse to global household name
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Thanks to the signing of Karim Benzema and others, Al-Ittihad's brand name is now as recognized globally as it is in the region. (SUPPLIED)
‘Inside Ittihad’: From regional powerhouse to global household name
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Thanks to the signing of Karim Benzema and others, Al-Ittihad's brand name is now as recognized globally as it is in the region. (SUPPLIED)
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Updated 14 February 2025
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‘Inside Ittihad’: From regional powerhouse to global household name

‘Inside Ittihad’: From regional powerhouse to global household name
  • In the second of a three-part series, Arab News looks at how the Jeddah club are growing and developing their brand, both locally and internationally

AUSTRALIA: The name Al-Ittihad is now known around the world as much as it is regionally, thanks largely to the arrival of Karim Benzema,.

The Ballon d’Or winner turbocharged recognition of the club’s name among football aficionados around the world; these days, the team’s kit can be found on the streets of Rio de Janeiro, Rome or Rabat.

It has given the club an incredible platform on which to grow its international profile. However, perhaps conscious of how some European clubs have chased international support at the expense of domestic, Al-Ittihad insist their primary focus is the local fan base, especially within the immediate Middle East and North Africa region.

“What we’re trying to do, as of today, is to really focus on the local market,” explained Turki Khorsheed, the club’s senior branding manager.

“We are local first. We are trying to really enhance the local experience here from every touch point we’ve got in the digital ecosystem. We’re working on a very exciting project, digital transformation, to really expand the brand and how you can interact with it for the local market.

“The fans really want more. They really want more events, opportunities, touch points. Everyone is proud of the business. They want to see a store at every corner. So we’re working on that infrastructure, and then also using the stars as vehicles to talk to the global market.”

That’s not to say the club is uninterested in expanding the global fanbase — it has a large following in Brazil, France, Indonesia, India and China — but doing so is more a by-product of the work the league is doing than a central focus.

“As of today, the global stage, or the global arena, is kind of a secondary goal for us as it’s happening,” Khorsheed told Arab News.

“The SPL obviously has invested a lot in the league where it becomes more enjoyable for the global audience. Players are coming in from all the global teams, and kind of adding that global feel to the league and to the games. So we are kind of getting that halo effect from all of these initiatives that are happening.”

One of those, announced by the Saudi Pro League this week, is larger strategic investment in Brazil, with dedicated content tailored for the Brazilian market and a greater collaboration between leagues.

While the league does a lot of the heavy lifting, it does not mean Al-Ittihad are ignoring their global audience completely.

As the club, officially regarded as the oldest in the Kingdom, approaches its centennial celebrations in 2027, the focus is on preserving its heritage and working on ways to tell its story in a way that resonates with fans around the world.

Clubs everywhere are built on their history, and Al-Ittihad are determined to ensure theirs sits at the heart of everything they do; the word “heritage” was mentioned 12 times in the interview with Khorsheed.

“The heritage is a key aspect of this brand,” he explained. “It really brings all the culture. It brings everything behind the brand, as it’s something you can’t buy. It needs time, it needs care to really nurture, to have such a heritage filled history.

“We’re proud that we date back to 1927 and want to preserve that heritage whilst also improving and enhancing operations all across the business.”

He added: “What we’re doing today is we’re trying to preserve the heritage and to create this unique experience with the fans. By creating ‘Itti TV’ we’re working on something very exciting for the club, to preserve that heritage and to educate further the global audience on the history.

“We’re creating mini documentaries, some episodes, webisodes, podcasts to talk about the heritage. We’re working on a few projects, such as a museum, to really preserve the heritage.”

Other initiatives include pre-season tours, which last year took the team to Spain, Portugal and Italy for matches against clubs such as Sevilla, Real Betis and Inter Milan and tapped into new audiences.

Like every other aspect of the Al-Ittihad business, explored in Part One of Inside Ittihad, fan engagement strategies, marketing and branding are also undergoing a transformation.

Five new brand values spelling out the word “SUPER” — sportsmanship, unity, pioneering, excellence and resilience — have been developed to underpin everything Al-Ittihad does as a club.

Those values are borne out in projects like the new flagship retail store at Jeddah Park, which “merges tradition with innovation” through features such as a holographic portal and the “Itti Lab,” where fans can customize their merchandise.

Then there’s this year’s third kit, the club’s first-ever jersey designed using artificial intelligence which produced a striking design that was an instant hit with fans.

Further, as the club looks to enhance the value of the Al-Ittihad brand, there is the possibility of a new logo to coincide with the 2027 centennial celebrations.

“We are due a refresh of the brand and logo,” Khorsheed explained. “Obviously, there is a lot of chatter about brand lifecycles and when is the best time to move to a (new) brand. However, we are nearing the centennial. So with (that) comes an opportunity to kind of re-present the brand.”

Eagle-eyed fans will have already noticed the club has incorporated a new logo of sorts on its training apparel, as well as on this season’s away and third kits; the shield component stands alone, removed from the ‘1’ silhouette.

This, Khorsheed said, was a deliberate strategy to test the appetite for a new and improved brand moving forward.

“Obviously, the ‘1’ brings a lot of heritage to the brand and the business,” he said. “It’s very iconic, just to have that ‘1’ there, but having the (shield) inside it caused a few limitations when it (came) to scalability of the business.

“So this was more or less a test to see how well it is received, and to see how far we can take the logo. We just separated it as an activity, just to see how well it sits with audiences, (and) get a taste and a feel. And we’re getting all that data back. We’re doing qualitative and quantitative studies just to see what we want to do when it comes to the centennial (celebrations).”

Whether Benzema will be there for those celebrations remains to be seen. Certainly on current form, the Frenc legend easily has a few years left. But every player has an expiry date, and there will come a time when he moves on.

So while the club naturally leans into its Ballon d’Or-winning superstar, it is cautious not to tailor its entire identity and marketing around one player; a trap other clubs have fallen into on signing household names, only to struggle to define their identity when those players leave or retire.

“It’s just an opportunity for us to leverage a Ballon d’Or winner, to really bring that global audience,” Khorsheed said.

“Obviously, Karim is doing really well in the league, and he’s doing great from a brand level also, and from a PR communication level, he’s a pleasure to work with. The size of Karim and his presence at the club is rather large, so we really like to spearhead comms with him. He brings a kind of weight whenever we (use) him. So there are benefits.

“However, we’re not necessarily leaning towards him so hard where we’re kind of pushing the brand. The brand in itself is historic and very big.”


‘Love is in the air’: Woods confirms Vanessa Trump romance

‘Love is in the air’: Woods confirms Vanessa Trump romance
Updated 24 March 2025
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‘Love is in the air’: Woods confirms Vanessa Trump romance

‘Love is in the air’: Woods confirms Vanessa Trump romance
  • “Love is in the air and life is better with you by my side,” Woods wrote in a caption above two photos of himself relaxing with Vanessa Trump

LOS ANGELES, United States: Tiger Woods took the unusual step of confirming his romance with Donald Trump’s former daughter-in-law on Sunday in a brief post on social media.
Golf superstar Woods — renowned for jealously guarding his private life over the years — confirmed in a post on X that he is dating Vanessa Trump, the ex-wife of Donald Trump Jr.
“Love is in the air and life is better with you by my side,” Woods wrote in a caption above two photos of himself relaxing with Vanessa Trump.
“At this time we would appreciate privacy for all those close to our hearts.”
The post comes after weeks of tabloid rumors about the couple.
Vanessa Trump, who divorced Donald Trump Jr. in 2018 after a 13-year marriage, also posted a picture of her and Woods together on her Instagram account in what appeared to be a co-ordinated announcement.
Sunday’s announcement would once have been unthinkable for Woods, who famously named his luxury yacht “Privacy.”
Woods’s private life was laid bare during the 2009 sex scandal that upended his career and led to the implosion of his six-year marriage to Elin Nordegren, the mother of his two children.
Nordegren and Woods separated amid revelations of the golf star’s serial infidelity, with reports suggesting he had slept with as many as 120 women during his marriage.


Portugal beat Denmark in thrilling Nations League quarter-final

Portugal beat Denmark in thrilling Nations League quarter-final
Updated 24 March 2025
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Portugal beat Denmark in thrilling Nations League quarter-final

Portugal beat Denmark in thrilling Nations League quarter-final
  • Portugal will face Finals hosts Germany in June in the last four after overturning a 1-0 first-leg deficit to brave Denmark

LISBON: Portugal beat Denmark 5-3 on aggregate to reach the Nations League semifinals on Sunday, winning a pulsating second leg 5-2 after extra time.
Portugal will face Finals hosts Germany in June in the last four after overturning a 1-0 first-leg deficit to brave Denmark.
Cristiano Ronaldo missed a penalty but later scored a crucial goal, before Francisco Trincao’s late double set Roberto Martinez’s men on course for the semis.
Denmark goalkeeper Kasper Schmeichel stared down Ronaldo’s stuttering run-up to save a fluffed spot-kick on six minutes, diving left and comfortably holding the ball.
But Portugal eventually pushed the tie to extra time at 3-2 on the night, despite Denmark twice edging ahead on aggregate.
Portugal first drew level on aggregate when Joachim Andersen’s panicked clearance looped horribly into his own goal in the 38th minute.
But, unmarked at a corner, Rasmus Kristensen’s cool header put Denmark back in front overall on 56 minutes.
Ronaldo redeemed himself for his penalty error, pouncing on a rebound to score with 18 minutes left, only for Christian Eriksen to then silence the home crowd by tapping into an open goal four minutes later.
Playing in his home Sporting Lisbon stadium, substitute winger Trincao then sent the game to extra time with a late, left-footed strike.
Shortly after the restart, he threaded his second goal through a sea of players to put Portugal in the driving seat.
Trincao was then involved in the build-up for Goncalo Ramos’s clincher in a full-blooded encounter.
Denmark arrived with a first-leg lead from Thursday and departed with their heads held high after their stoic resistance, along with Portugal’s unrelenting attack, ensured a battle that swung either way several times.
Winners of the inaugural tournament in 2019, Portugal are aiming to become the first team to lift the Nations League trophy for a second time.


France beat Croatia on penalties to reach Nations League semifinals

France beat Croatia on penalties to reach Nations League semifinals
Updated 24 March 2025
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France beat Croatia on penalties to reach Nations League semifinals

France beat Croatia on penalties to reach Nations League semifinals
  • Jules Kounde and Theo Hernandez both failed to convert for the hosts, but Dayot Upamecano scored when he became the seventh France player to step up, sparking scenes of celebrations on the pitch

SAINT-DENIS, France: Goalkeeper Mike Maignan saved twice in the shoot-out as France beat Croatia 5-4 on penalties on Sunday after their UEFA Nations League quarter-final tie had ended 2-2 on aggregate, sealing a place in the last four in June.
Les Bleus won 2-0 on the night with goals in normal time by Michael Olize and Ousmane Dembele at the Stade de France to wipe out their deficit from Thursday’s first leg.
With no further scoring in extra time the tie went to penalties, where Maignan saved from both Martin Baturina and Josip Stanisic, while Franjo Ivanovic also missed for the visitors.
Jules Kounde and Theo Hernandez both failed to convert for the hosts, but Dayot Upamecano scored when he became the seventh France player to step up, sparking scenes of celebrations on the pitch and in the crowd of 77,502.
“We woke up thinking it could be a great night. We were convinced we were going to do something great,” captain Kylian Mbappe told broadcaster TF1.
“And we know when it comes to penalties that we have a goalkeeper who can make the difference.”
France, who won the Nations League in 2021, will now take on title-holders Spain in the semifinals in Stuttgart in Germany on June 5, with the winners advancing to the final in Munich three days later.
Germany will face Portugal in Munich in the other last-four tie.
“Getting to the final is an objective,” Mbappe added. “These are the kind of matches you want to play in and there is a title up for grabs.”
Croatia, who lost on penalties to Spain in the final of the last Nations League in 2023, will now instead start their qualifying campaign for the 2026 World Cup in June.
They will go into qualifying Group L with the Czech Republic, Montenegro, the Faroe Islands and Gibraltar, who they will face first on June 6.
“It was a very difficult night for us. We were not able to repeat our performance from the first leg,” admitted Croatia coach Zlatko Dalic.
“It is good experience for us for the future. The aim now is to get to the World Cup and I think we can do it.”
France’s progress to the final stages of the Nations League means they will not begin their World Cup qualifying campaign until September, when they will be in Group D with Ukraine, Iceland and Azerbaijan.
Both sides were eyeing silverware in the Nations League and Croatia held the upper hand after triumphing 2-0 in the first leg in Split.
Nevertheless France, whose coach Didier Deschamps will step down in 2026 after 14 years in charge, were hoping for a comeback similar to their famous recovery against Ukraine in a World Cup qualifying play-off in 2013.
They won that after overturning a 2-0 first-leg loss with a 3-0 victory in the return at the Stade de France.
Here Deschamps made five changes from the first leg, with Bayern Munich duo Upamecano and Olize among those coming into the team.
They pinned Croatia back from the off in this latest repeat of the 2018 World Cup final won by the French, but it took them until the 52nd minute to get the breakthrough.
Olize was the scorer, finding the net with a marvellous free-kick from just outside the box following a foul on Mbappe, for his first goal in a France shirt.
Mbappe then saw his shot from Dembele’s low cross flash just wide on 75 minutes before the hosts levelled the tie on aggregate 10 minutes from time. Mbappe found Olize and his cutback was swept in first-time by Dembele.
France took the momentum with them into extra time where Mbappe twice forced saves from Croatian goalkeeper Dominik Livakovic.
Mbappe has now failed to score in his last seven games for his country and has found the net just once in his last 10 appearances in a France shirt, from a penalty against Poland at Euro 2024.
The Real Madrid superstar did score in the shoot-out, however, converting France’s first penalty.
Aurelien Tchouameni, Randal Kolo Muani and Desire Doue also scored for the hosts before Upamecano’s winner.


Spain oust Netherlands on penalties to reach Nations League semis

Spain oust Netherlands on penalties to reach Nations League semis
Updated 24 March 2025
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Spain oust Netherlands on penalties to reach Nations League semis

Spain oust Netherlands on penalties to reach Nations League semis
  • Spain’s dynamic wingers helped restore their lead with a razor-sharp counter-attack

VALENCIA, Spain: Nations League holders Spain reached the final four with a 5-4 win on penalties against the Netherlands, after a thrilling 3-3 quarter-final second leg draw on Sunday (5-5 on aggregate).
Donyell Malen missed and Barcelona’s Pedri slotted home to settle a gripping match in which the Netherlands came from behind three times to force the shoot-out.
Mikel Oyarzabal opened the scoring for Spain but Memphis Depay levelled from the penalty spot.
Oyarzabal grabbed Spain’s second before Ian Maatsen rifled home to force extra-time.
Barcelona starlet Yamal, who also missed a penalty in the shoot-out, scored a brilliant goal to put Spain ahead but Xavi Simons netted another spot-kick to force penalties.
After Spain’s struggles in Rotterdam on Thursday in the 2-2 first-leg draw, coach Luis de la Fuente made a handful of changes.
Oyarzabal and Dani Olmo came in for Alvaro Morata and Pedri, while Dean Huijsen made his first start, against the country of his birth, and excelled.
Netherlands coach Ronald Koeman brought in debutant Maatsen at left-back, giving him the unenviable challenge of shackling 17-year-old prodigy Yamal at Valencia’s sold-out Mestalla stadium.
Spain’s success in recent years has inspired their supporters and over 20,000 watched them train ahead of the second leg, which also served as a fundraiser for damage caused by the devastating storms which hit the Valencia region last October.
They won a penalty early on when Jan Paul van Hecke clumsily brought down Oyarzabal, who scored the winning goal for La Roja in the Euro 2024 final last summer.
The Real Sociedad forward took it himself, smashing into the bottom right corner, past Bart Verbruggen’s dive.
Oyarzabal beat the Brighton goalkeeper again a few minutes later with another lethal finish but had strayed offside after a superb dribble by Yamal in the build-up.
Verbruggen denied Nico Williams with a superb stop, after Huijsen stormed forward and slipped the winger in down the left, with Spain rampant but unable to add to their lead in the first half.
Bournemouth center-back Huijsen, 19, was jeered by the traveling Dutch fans, upset he did not choose to play for them, but Spain supporters backed him in response and he shone.
Netherlands steadied the ship and were able to keep more possession, but not test Spain goalkeeper Unai Simon until after the break.
Koeman’s side levelled after 54 minutes with a penalty of their own when Depay, on his 100th Oranje appearance, threw himself to the ground after tussling with Robin Le Normand.
Despite the hosts’ protests the contentious decision stood and Depay blasted home from the spot.
Spain’s dynamic wingers helped restore their lead with a razor-sharp counter-attack.
Yamal released Williams, who drove into the box and slipped the ball to Oyarzabal. Although Verbruggen saved his attempted dink, the Spaniard headed home the rebound.
Netherlands responded swiftly, capitalizing when Olmo gave the ball away inside his area.
Substitute Simons slipped a clever pass to Maatsen on the left and the Aston Villa defender brilliantly rifled into the top corner to force extra-time.
De la Fuente sent on Pedri and Arsenal’s Mikel Merino, who salvaged Spain a draw in the first leg, and his team took the lead after 103 minutes.
Huijsen lofted the ball into Yamal’s path and the winger controlled it on the run and beat Maatsen before pulling off an exquisite finish.
The Dutch battled back for a third time, with Simons winning and converting a penalty in the 109th minute. Spain goalkeeper Simon brought down the RB Leipzig attacker, who made no mistake from the spot.
Simon made amends with a smart save in the 120th minute to deny Donyell Malen, taking the tie to a shoot-out.
Both sides netted their first three penalties with great precision, before Netherlands’ Lang hit the crossbar and Verbruggen saved a tame Yamal effort.
In sudden death Simon dived to his left to save from Malen and Pedri coolly sent Spain through to the semis.


Germany survive Italy scare to make Nations League semifinals

Germany survive Italy scare to make Nations League semifinals
Updated 24 March 2025
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Germany survive Italy scare to make Nations League semifinals

Germany survive Italy scare to make Nations League semifinals
  • The result not only secured Germany a first-ever Nations League semifinal spot, but it means the remainder of the tournament will be held on German soil, in Stuttgart and Munich in June

DORTMUND, Germany: Germany survived a spirited second-half fightback from Italy, letting a three-goal lead slip to draw 3-3 in Dortmund on Sunday, before reaching the Nations League semifinals 5-4 on aggregate.
A first-half Joshua Kimmich masterclass, with a penalty and two assists for Jamal Musiala and Tim Kleindienst, had Germany 3-0 up and cruising at the break.
However, injury-hit Italy kicked into gear in the second half, Moise Kean scoring a double to rattle the hosts.
Italy looked on course to level the scores when they were awarded a penalty with 73 minutes gone, but it was overturned by VAR.
Giacomo Raspadori then converted a stoppage time penalty to give Italy a glimmer of hope.
The result not only secured Germany a first-ever Nations League semifinal spot, but it means the remainder of the tournament will be held on German soil, in Stuttgart and Munich in June.
Despite the second-half scare, the victory continues Germany’s resurgence under Julian Nagelsmann.
Germany’s only loss in their past 17 matches came in extra-time at Euro 2024 against eventual champions Spain in the quarter-finals.
Nagelsmann said Germany “learned lessons for our development” from the game, adding “we know how well we can play football — but we have to show it throughout the game.
“I’m going home with an understanding of what we’re capable of, but it’s also nice that we’ve got a bit more to do,” he said.
Italy coach Luciano Spalletti admitted his side lacked “maturity” and said “you always learn from games like this.”
“The second half was very good, but we were too afraid to play like that for the whole game.”
Italy traveled to Dortmund, the site of their 2006 World Cup semifinal win over the same opponents, with a mountain to climb.
After letting a one-goal lead slip to lose in Milan in the first leg, Italy saw defenders Riccardo Calafiori and Andrea Cambiaso added to an injury list which already included striker Mateo Retegui and left-back Federico Dimarco.
Spalletti spoke pre-match of needing to do “something impossible” and his side were up against it from the get-go as Germany burst out of the blocks.
With Musiala on top form and Nico Schlotterback sending in penetrating passes from the deep, Germany’s breakthrough came from the spot.
Alessandro Buongiorno brought down a surging Kleindienst in the box and Kimmich converted, just the fourth penalty for either club or country in the 30-year-old’s career.
After an acrobatic save to keep out a Kleindienst header by Gianluigi Donnarumma, the quick-thinking Kimmich played the ball fast from the ensuing corner.
The move caught the Italians napping, with Musiala tapping in from close range as the Italian goalkeeper was still remonstrating with the referee.
In the final minute of the half, Donnarumma palmed away a Kleindienst header, but this time could not keep it out, with the home crowd erupting as the referee pointed to his watch to show the ball had crossed the line.
Germany dropped in intensity in the second half and the Italians pounced, Kean latching onto a loose ball and blasting home after 49 minutes.
Spalletti brought on Raspadori and the Napoli man had an immediate impact, threading a pass for Kean to curl a ball past Oliver Baumann’s outstretched arm with 68 minutes played.
The stunned Germans were shocked further five minutes later when they conceded a penalty, but the spot kick was overturned by VAR.
The Italians did eventually get a spot kick in stoppage time, with Raspadori converting, but it was too late as Germany held on to progress on aggregate.