New report shows why brands need to invest in women’s football in Saudi Arabia

New report shows why brands need to invest in women’s football in Saudi Arabia
The growth also highlights how, despite female fans being allowed into stadiums since 2018, some still felt excluded by the sport.
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Updated 16 April 2025
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New report shows why brands need to invest in women’s football in Saudi Arabia

New report shows why brands need to invest in women’s football in Saudi Arabia
  • Among fans of women’s sport in the Kingdom, 61% follow football
  • 56% of female fans would think more positively about brands that sponsor the women’s game

RIYADH: New research from football media company Footballco has revealed a growing interest in opportunities for women’s football in Saudi Arabia.

The report, released recently, also provides a profile of fandom in the region and how supporters want to consume both editorial and branded content.

Footballco’s study shows that among fans of women’s sport in Saudi Arabia, 61 percent follow football, compared to 47 percent globally.

This strong interest is relatively new, with 27 percent having followed women’s football for three to five years, 40 percent for up to two years, and one third stating that they have watched more games in the past 12 months.

The growth also highlights how, despite female fans being allowed into stadiums since 2018, some still felt excluded by the sport.

Seventy-two percent said that women’s football attracts fans who previously felt excluded from the sport, while 68 percent agree that inclusion can help tackle issues in broader society.

While females have played football in Saudi Arabia for decades, the Saudi Women’s Premier League only launched in 2022, making the surge in interest even more remarkable.

This is mirrored by the relatively high proportion of fans considering themselves Super Fans (21 percent). Only the US has a bigger proportion of Super Fans, and it is larger than in both Brazil and leading European markets.

Andy Jackson, Footballco’s senior vice president for the Middle East, said that globally an “increasing interest in women’s football follows an increasing interest in female empowerment.”

This was being replicated in Saudi Arabia with also a surge in interest in football more broadly, “creating a perfect storm that’s driving growth in both men’s and women’s football.”

The research shows that fans in the Kingdom see female players as great role models, more so than in other markets.

Saudi Arabia fans believe female footballers are the second-most inspirational group of women, beaten only by entrepreneurs. Globally, female footballers appear fourth behind entrepreneurs, actors and singers.

This should encourage brands to align themselves not only with women’s football as a sport but also with the women on the pitch. This point is emphasized by 56 percent of female fans saying they would think more positively about a brand that sponsors the women’s game.

For brands already involved in women’s football or those curious about opportunities, these numbers highlight that while socially conscious activations can be popular, they also need to align with broader lifestyle and cultural themes.

Sixty-one percent of women’s football fans say that they like it when content is a mixture of lifestyle and culture, rather than focusing on only the game.

By far, the most popular medium for this content is video, with 89 percent of fans naming it as their preferred format, which includes long- and short-form, live streams and documentaries.

Yasmin El-Bizri, Middle East and North Africa strategy director for Footballco, said: “Too often women’s football content and creative can be too focused on the struggle.

“While that’s important, it’s not everything and the output still needs to entertain and engage — this especially true in Saudi, where 54 percent of fans see women’s football as fun and entertaining.”

The research goes on to show that brands cannot rely on copying what they do for the men’s game. Sixty-six percent of fans say that the women’s game should be celebrated as different and that should be reflected by the media and the brands.

The research suggests brands should look at ways to increase participation for women and girls in all areas of football. Of those surveyed, 49 percent thought growth would be best achieved through more opportunities to play, while 30 percent wanted to see women in more off-pitch roles, in both men’s and women’s football.

“What’s clear is that Saudi women’s football isn’t an opportunity for brands in the future, it’s now,” Jackson added.

“As we’ve seen in more established markets, the brands that see the greatest benefits are those that are involved early on and get recognized for their contribution to supporting the game.”

Footballco’s research is based on data collected from more than 8,000 women’s sports fans across the world, including more than 1,000 from Saudi Arabia.

Footballco is home to a global football media brand, GOAL, and the biggest Arabic-language sports website, Kooora.

Footballco also operates two dedicated Arabic women’s football brands, INDIVISA, which covers the game and culture from the grassroots, and the Gen-Z YouTube show Yalla Girl.

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Morocco U-17 make history after winning their first AFCON title

Morocco U-17 make history after winning their first AFCON title
Updated 7 sec ago
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Morocco U-17 make history after winning their first AFCON title

Morocco U-17 make history after winning their first AFCON title
  • Atlas Lions beat Mali 4-2 on penalties after goalless final
  • Goalkeeper Chouaib Bellaarouch emerged the hero, saving two spot-kicks

BEIRUT: Morocco’s U-17 national football team made history on Saturday by winning their first Africa Cup of Nations 2025 title after edging past Mali 4-2 on penalty shootouts.
The final match saw little in the way of clear chances, with both sides struggling to break the deadlock throughout 90 minutes of a goalless draw.
In the second half, the Atlas Lions increased their tempo, obviously paving their way for a breakthrough, but could not hit the Malian net.
With no goals to separate the two, the match went to penalties, where Morocco held their nerve.


Goalkeeper Chouaib Bellaarouch emerged the hero, saving two spot-kicks to secure a historic victory for his teammates, winning their first continental title at the U-17 level.
With this victory, Morocco has now conquered every single AFCON title, from U-17 to U-20, U-23 and the senior level.
On the way to the final game, tournament hosts Morocco faced off against Cote d’Ivoire in the semifinal and edged them out 4-3 on penalties following a goalless draw.
Meanwhile, runners-up Mali beat Burkina Faso 2-0 in the second semifinal.
The Atlas Lions had topped Group A with seven points ahead of Zambia, Uganda and Tanzania. Meanwhile, Mali came second in Group D, six points behind leaders Cote d’Ivoire, who led the group with seven points.


Jos Buttler fires Gujarat to top of IPL table in intense heat

Jos Buttler fires Gujarat to top of IPL table in intense heat
Updated 19 April 2025
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Jos Buttler fires Gujarat to top of IPL table in intense heat

Jos Buttler fires Gujarat to top of IPL table in intense heat
  • Chasing 204 for victory, Gujarat rode on Englishman’s 54-ball knock laced with 11 fours and four sixes to achieve their target

AHMEDABAD: England’s Jos Buttler struck an unbeaten 97 to power Gujarat Titans to the top of the IPL table with a seven-wicket win over Delhi Capitals in Ahmedabad’s intense heat on Saturday.
Chasing 204 for victory, Gujarat rode on Buttler’s 54-ball knock laced with 11 fours and four sixes to achieve their target with four balls to spare at the world’s biggest cricket stadium.
Wicketkeeper-batsman Buttler and impact substitute Sherfane Rutherford, a left-hand West Indies batter who hit 43, put on a key stand of 119 to steer Gujarat to their fifth win in seven matches and the top of the 10-team table.
Delhi slipped to second.
Rutherford fell in the 19th over. Delhi’s left-arm quick Mitchell Starc needed to defend 10 off the final six balls but the left-handed Rahul Tewatia finished off with a six and four.
Buttler, who hit his third half-century of the season, was left three short of a hundred that would have put him level with Virat Kohli’s record eight IPL tons.
Gujarat, who won the IPL in their debut season in 2022, elected to field first on a hot afternoon as the temperature soared above 40 degrees Celsius (104 degrees Fahrenheit).
Delhi reached 203-8 but the total could have been more had it not been for four wickets by Gujarat pace bowler Prasidh Krishna, who now leads this season’s bowling with 14 scalps.
Buttler was the hero as his batting charge stood out after his work behind the stumps for 20 overs in the heat as he gloved two catches.
Gujarat skipper Shubman Gill fell run out for seven in the second over after he attempted a tough single and a direct throw from Karun Nair rattled the stumps.
The left-right batting pair of Sai Sudharsan and Buttler put the innings back on track as they balanced caution and aggression in their stand of 60.
Left-arm wrist spinner Kuldeep Yadav took down Sudharsan for 36 but Buttler found another partner in Rutherford, who took on the bowling and hit three sixes.
Earlier Delhi skipper Axar Patel top-scored with 39.
KL Rahul made 28 before Krishna trapped him lbw with a yorker and then cut short Nair’s knock in the ninth over.
Veteran pace bowler Ishant Sharma bowled two overs but went off after he struggled to cope with the scorching heat.
Ishant came back to bowl another over but again went back to the dug out and was subbed out with figures of 1-19.
Tristan Stubbs was out for 31 before Krishna sent back Axar and Vipraj Nigam with successive balls but the hat-trick was avoided.
Ashutosh Sharma hit 37 to boost the total.


Bayern roar past Heidenheim with 34th title in clear sight

Bayern roar past Heidenheim with 34th title in clear sight
Updated 19 April 2025
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Bayern roar past Heidenheim with 34th title in clear sight

Bayern roar past Heidenheim with 34th title in clear sight
  • The table now shows Bayern at the top with 72 points, nine ahead of Bayer Leverkusen
  • Urbig was sharp and alert, diving low to deny Sirlord Conteh with a smart save

HEIDENHEIM, Germany: Bayern Munich had little trouble beating lowly Heidenheim 4-0 on Saturday to put themselves within touching distance of their 34th Bundesliga title.
The table now shows Bayern at the top with 72 points, nine ahead of Bayer Leverkusen who face St. Pauli on Sunday, with four rounds left to play.
With Bayern racing into a three-goal lead after just 36 minutes — courtesy of Harry Kane’s precision, Konrad Laimer’s drive and Kingsley Coman’s flair — there was little doubt about Saturday’s outcome.
Kane could have doubled his tally after 22 minutes, with the pressure on the Heidenheim goal reaching a boiling point, but the Bundesliga’s leading marksman steered a close-range header just wide, letting the hosts off the hook.
Joshua Kimmich then took his time before rifling a shot into the corner for 4-0 in the 56th minute as Bayern surged ahead at full throttle in their relentless pursuit of another league crown.
Heidenheim, fueled by pride and eager to salvage something from an otherwise dismal performance, came close to pulling back a goal just after the hour mark. But Bayern keeper Jonas Urbig was sharp and alert, diving low to deny Sirlord Conteh with a smart save.
For the hosts, the situation looks bleak: they are third from bottom in the relegation play-off places with 22 points, seven behind St. Pauli, who occupy the last safe spot.
Bayern will host Mainz next Saturday before facing RB Leipzig and Borussia Moenchengladbach, then wrapping up their campaign with a trip to Hoffenheim on May 17.


Palestinian Oday Dabbagh scores as Aberdeen beat Hearts 2-1 to reach Scottish Cup final

Palestinian Oday Dabbagh scores as Aberdeen beat Hearts 2-1 to reach Scottish Cup final
Updated 19 April 2025
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Palestinian Oday Dabbagh scores as Aberdeen beat Hearts 2-1 to reach Scottish Cup final

Palestinian Oday Dabbagh scores as Aberdeen beat Hearts 2-1 to reach Scottish Cup final
  • Hearts levelled in the 28th minute
  • Aberdeen swiftly took advantage to reach their first Scottish Cup final in eight years

GLASGOW: Palestinian forward Oday Dabbagh scored a late extra-time winner as Aberdeen eventually ground down nine-man Hearts to win 2-1 on Saturday and reach the Scottish Cup final.
The Dons struck first against the run of play when Pape Gueye’s header came back off the crossbar and ricocheted into his own net off the back of 42-year-old Hearts goalkeeper Craig Gordon.


Hearts levelled in the 28th minute when captain Lawrence Shankland met James Penrice’s cross from the left, took a touch and rifled a clinical finish through the legs of Dimitar Mitov.
The Edinburgh side suffered a huge blow a minute before the break when Michael Steinwender was shown a straight red after bringing down Topi Keskinen.
But the 10 men held out for well over an hour against an Aberdeen side lacking in invention.
Hearts’ task got even tougher when Cammy Devlin was shown a second yellow card with four minutes left of extra-time.
Aberdeen swiftly took advantage to reach their first Scottish Cup final in eight years when Dabbagh fired in the rebound after Jack Milne’s shot was saved by Gordon.
Jimmy Thelin’s side will face the winner of Sunday’s semifinal between Celtic and St. Johnstone at Hampden on May 25.


Lloyd narrowly holds off Weug to take thrilling maiden victory in Jeddah

Lloyd narrowly holds off Weug to take thrilling maiden victory in Jeddah
Updated 19 April 2025
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Lloyd narrowly holds off Weug to take thrilling maiden victory in Jeddah

Lloyd narrowly holds off Weug to take thrilling maiden victory in Jeddah
  • British driver manages race calmly, pulling clear to build advantage

JEDDAH: McLaren’s Ella Lloyd thrived under intense pressure from the more experienced Maya Weug to secure her first F1 Academy win on Saturday, taking victory in race one around the Jeddah Corniche Circuit.

Starting from the front row, the British driver got the better of her Rodin Motorsport teammate Emma Felbermayr at turn one to storm into the lead.

From there, she managed the race calmly, pulling clear as battles raged behind her and building a solid advantage over her rivals.

Felbermayr slipped back, losing P2 to Red Bull Racing’s Alisha Palmowski before Weug worked her way into the top three.

Meanwhile, series leader Doriane Pin found herself locked in a fierce battle for P6 with Tina Hausmann.

But just as the fight was heating up, disaster struck for Williams driver Lia Block — starting from the back of the grid after a qualifying crash — who was tagged from behind by Courtney Crone.

The incident brought out the safety car and forced Chloe Chong into retirement after she sustained damage while trying to avoid the collision.

Lloyd handled the restart well, but as race one approached its conclusion, Weug — having passed Palmowski for P2 — began closing the gap rapidly.

The pair engaged in a thrilling drag race on the final lap, but Lloyd held firm, crossing the line just 0.176 seconds ahead of the Ferrari driver.

Palmowski similarly fended off Pin to secure the final podium spot, with Alba Larsen taking P5 ahead of Aston Martin’s Tina Hausmann. Chloe Chambers, who was to start race two from pole, finished seventh, leaving Nina Gademan to claim the final point in race one.