At the SFS Saudi Edition, within a framework of internationalization and enhancement of the Serie A product, globally renowned guests from the football industry participated. Carlo Baldocci, the Italian ambassador to Saudi Arabia, Ezio Maria Simonelli, the newly elected president of the Serie A League, and Abdulrahman Justaniah, Deputy Minister for Strategic Planning and Investments at the Saudi Ministry of Sports, opened the scheduled panels with institutional greetings addressed to the audience and those streaming the event on the Summit’s YouTube channel.

Romy Gai, FIFA’s Chief Business Officer, was the first guest to take the stage. The former Juventus executive emphasized the geopolitical importance of a region like Saudi Arabia for the entire football industry and beyond. Gai highlighted that the area has increasingly become a hub for international sports events: from the 2032 Asian Games to Formula 1 races and the Formula E World Championship, as well as MotoGP and the Italian Super Cup. Riyadh is becoming ever more attractive to global investors and sponsors.

The main goal remains to showcase Saudi Arabia’s hidden treasures, diversify the national economy, and reconcile local interests with the cultural differences of potential foreign joint ventures.

“When I met the Saudi Minister of Sports some time ago,” Gai stated, “he confided that the key lies in harmonizing Saudi and Western cultural differences. Only in this way can a productive and successful dialogue emerge”. An intriguing and promising formula, especially considering the significant investments the government is making in sports, particularly in football. As a universal language, football has the ability to capture the attention and interest of diverse stakeholders. This has been bolstered over the years by the influx of stars — or legendary players — who have chosen to join the Saudi league. Cristiano Ronaldo, Karim Benzema, and Neymar Jr. are just the latest global icons drawing fans from around the world to the stadiums.

Since 2018, the cooperation strategy between Italy and Riyadh has generated enormous commercial value, greatly benefiting Serie A. Expanding into new markets is crucial for diversifying its audience and breaking away from insular production models.

“Italy has believed in Saudi potential, partly because of the excellent work being done in women’s football. Today, nearly 7,000 girls play football, and the Federation’s efforts in terms of promotion and inclusivity have been remarkable”, the FIFA executive concluded before leaving the stage.