Riyadh hosts the second edition of the SFS event, strengthening the dialogue between sport, business, and innovation.

The Social Football Summit (SFS) returns to Riyadh with the second edition of the SFS Saudi Edition, following the inaugural event held in January 2025, further strengthening the dialogue between Italy and Saudi Arabia through football, sports business, and innovation.

The event will take place on December 22, 2025, from 11:00 a.m. to 1:15 p.m. (KSA local time, GMT +3), followed by a light lunch, at the Radisson Blu Hotel – Riyadh Convention & Exhibition Center. The event will be held in English.
SFS Saudi Edition 2025 is organized by the SFS and Lega Calcio Serie A, and is developed in collaboration with the Italian Embassy in Riyadh, the Italian Trade Agency (ITA) in Riyadh, the Ministry of Sports, and the Ministry of Investment of Saudi Arabia.

Entitled “Italy and Saudi Arabia in Football: Beyond the Match”, SFS Saudi Edition 2025 will focus on strengthening cooperation in tourism, business, finance, and people-to-people exchanges, positioning football as a strategic platform for bilateral dialogue and long-term partnerships. Building on the success of the first Saudi edition, the event will once again bring together institutional representatives, league executives, industry leaders, businesses, and key stakeholders from both countries to explore the role of sport as a driver of economic growth, innovation, and cultural exchange, in line with Vision 2030.

The Summit will open with official greetings from Carlo Baldocci, Italian Ambassador to the Kingdom of Saudi Arabia; Ezio Maria Simonelli, President of Lega Calcio Serie A; and Ghandourah Ghandourah, Deputy Minister of Sport for International Relations. The program includes high-level panels dedicated to the evolution of the fan experience, the transformative role of football, and the commercial and strategic opportunities associated with the Italian Super Cup in Saudi Arabia.

Speakers include Luigi De Siervo, CEO of Lega Calcio Serie A; Omar Mugharbel, CEO of the Saudi Pro League; as well as senior representatives from the Saudi Ministry of Sports and the Ministry of Investment; Lega Calcio Serie A; SAFF (Saudi Arabia Football Federation); the Saudi Tourism Authority; and organizations and companies with specific interests in broadcasting and developing the football industry in Saudi Arabia, as well as C-level representatives from the Italian Super Cup finalists.
The event will also feature a Brand Ambassador and former Serie A legend, further underscoring the symbolic and cultural value of Italian football as a bridge between the two countries.

“Sport, and football in particular, represents an increasingly important pillar of relations between Italy and Saudi Arabia,” said Carlo Baldocci, Italian Ambassador to Saudi Arabia. “Initiatives like the one organized in January and repeated now offer a valuable platform to promote dialogue, mutual understanding, and concrete cooperation between institutions, businesses, and communities, in line with the ‘sports diplomacy’ actively promoted by the Italian Ministry of Foreign Affairs and International Cooperation. We are delighted to have opened 2025 with sport and to close it with sport, also following the recent mission here to Riyadh by Vice President and Minister Tajani which focused strongly on this sector. We intend to strengthen our presence and the partnerships between Italian and Saudi stakeholders along one of the key pillars of Vision 2030.”

“Football has become a strategic platform for international cooperation, generating economic, cultural and social opportunities,” said Ezio Simonelli, President of Lega Serie A. “The partnership between Italy and Saudi Arabia is based on a shared long-term vision that goes beyond hosting major events, encompassing investment, infrastructure, innovation and skills development. Serie A is proud to be part of this journey.”

“Saudi Arabia is a key market for Serie A’s international expansion,” said Luigi De Siervo, CEO of Lega Serie A. “Events such as the Italian Super Cup, alongside high-level forums like SFS Saudi Edition, help deepen relationships, facilitate knowledge exchange and create sustainable long-term value for clubs, partners and fans in an increasingly global football landscape.”

A dedicated session will finally focus on the development of sports business and infrastructure, connecting Lega Calcio Serie A‘s experience with the goals of Saudi Vision 2030, before concluding with a light networking lunch.
“With its second edition in Riyadh, the SFS Saudi Edition confirms its role as a bridge between international football ecosystems,” commented Gianfilippo Valentini, CEO of the Social Football Summit. “Our goal is to create a stable platform for discussion and collaboration, where football becomes a tool for innovation, economic growth, and exchange between people.”

SFS Saudi Edition 2025 represents a further milestone in the internationalization of the Social Football Summit, confirming its mission to connect the global football industry and generate value for institutions, companies, and communities through sport.