Sports
Investment Fund clubs: Global stars and a lack of marketing
Learn about the marketing challenges faced by Public Investment Fund clubs despite attracting world stars, and how to transform sports deals into sustainable business projects.
The sports sector in Saudi Arabia is undergoing an unprecedented historical transformation, aligned with the goals of Vision 2030, which positions sports as a cornerstone of economic diversification and improved quality of life. Since the Public Investment Fund's of a 75% stake in Al-Hilal, Al-Nassr, Al-Ittihad, and Al-Ahli clubs, the sports landscape has been radically altered. This move was not merely a financial injection to enhance competitiveness, but rather the beginning of an ambitious privatization project aimed at increasing the market value of the Saudi League and positioning it among the top ten leagues globally.
Thanks to this generous government support, global stars flocked to our stadiums, transforming the sporting and financial landscape. We witnessed the arrival of legends like Portugal's Cristiano Ronaldo , France's Karim Benzema , and other top-tier players. However, this significant influx of talent raises a fundamental question: why hasn't this global presence translated into a marketing force commensurate with the scale of the spending and ambition?
Impact management and the absence of narrative
The real problem, as experts see it, isn't the big names, but rather "impact management." We often see deals announced with a huge media frenzy, trending for hours, then everything unfortunately returns to its usual rhythm. The extended narrative and storytelling that transform a star from just a player on the field into a sustainable commercial asset benefiting both the club and the league are missing. The world today doesn't just buy the player; it "buys the story built around him.".
From a marketing perspective, most clubs still operate with a reactive rather than a proactive mindset. Digital content seems to have limited impact, advertising campaigns are seasonal, and the integration of sponsors and star players remains traditional. While European clubs have successfully transformed their stars into mobile brands generating huge financial returns, we still celebrate the deal in the short term rather than investing in it commercially for the long term.
Sports investment extends beyond the football pitch
The global player is not an end in himself, but rather a strategic tool for opening new markets, building fan bases beyond the Kingdom's geographical borders, boosting shirt sales, and creating long-term international partnerships. There is a clear "gap" between sporting ambition and marketing vision; the commercial value of major international clubs is built as much on and off the pitch, relying on a cohesive visual identity, a clear media message, and highly professionally managed content strategies.
As for us, the disparity between the size of the investment and the quality of the marketing output remains significant. The real challenge today is not in bringing in a new star, but in maximizing the benefit from the existing players. How do we transform every match into a genuine entertainment product? And how do we craft an inspiring story for each player, told in multiple languages, to connect global audiences to the club, not just to a temporary player? These questions are at the heart of the upcoming marketing battle.
The clubs with the financial backing possess money, star players, support, and global attention; what they lack is the boldness to create a marketing identity that matches this weight. Modern football is about economics before it's about results, and image before it's about goals. Unless big names transform into fully-fledged commercial projects, we will continue to have stars shining on the pitch without their marketing coffers gleaming as they should.
Whisper:
“He stole from me without me realizing he stole from me, he robbed me and I thought I was aware of him.”
Sports
Hiroki Ito's injury rules him out of Bayern Munich's Klassiker
Bayern Munich announces Hiroki Ito has a hamstring injury and will miss the Dortmund match. Find out the length of his absence and his availability for the Champions League clash against Atalanta.

Bayern Munich's coaching staff has suffered another blow with the confirmation that Japanese international defender Hiroki Ito will be sidelined for an extended period, leaving the team in a defensive predicament ahead of crucial domestic and continental fixtures. The Bavarian club officially announced on Friday that medical tests revealed Ito suffered a hamstring injury, requiring him to undergo an intensive treatment and rehabilitation program over the coming weeks.
Details of the injury and expected absence period
In a press statement revealing the extent of the injury, Christoph Freund, Bayern Munich's sporting director, confirmed that the Japanese center-back will be sidelined for "two to three weeks." This timeframe means the player will definitely miss one of the most important matches of the Bundesliga season, as Bayern travel to face their arch-rivals Borussia Dortmund on Saturday in the "Klassiker," a match that often plays a pivotal role in determining the title race.
Doubts surround European participation
The repercussions of the injury extend beyond the domestic scene, casting a shadow over the Bavarian giants' European campaign. Doubts are mounting regarding Eto'o's availability for his team's crucial Champions League round of 16 second leg against Atalanta, scheduled for March. This match presents a formidable test for Bayern Munich against a tactically astute and physically strong Italian side, making the absence of key defensive options a worrying prospect for the coach.
A series of bad luck since joining
Hiroki Ito, 26, has endured a challenging period marked by physical difficulties since his move to Bayern Munich from Stuttgart in 2014. The Japanese defender has struggled to establish himself in the starting lineup due to a series of injuries that plagued him early on. In his first season, he only managed six Bundesliga appearances after suffering a painful broken foot that sidelined him for an extended period.
The current season was no better, as the player missed the first ten matches due to another foot injury, which made his career with the Bavarian club characterized by interruption and lack of continuity, which negatively affects his harmony with the team's defensive system.
International career and the impact of absence
Internationally, Eto'o is a key player for the Japanese national team (the Blue Samurai), having made 26 appearances and scored one goal. These recurring injuries have raised concerns among Japanese fans about the fitness of their star player, who plays for one of the world's biggest clubs, especially with upcoming international fixtures. Bayern Munich is currently working to find suitable replacements for Eto'o, as the team needs all its available players to compete on all fronts.
Sports
Ben Zekri challenges Inzaghi ahead of Al Hilal vs Al Shabab match in the Roshan League
Provocative statements from Al-Shabab coach Noureddine Benzekri against Al-Hilal coach Simone Inzaghi ignite the anticipated Riyadh derby in the 24th round of the Roshan Professional League.

The atmosphere of excitement has returned to the anticipated Riyadh derby, as Algerian Noureddine Benzekri, the technical director of Al-Shabab Club, stirred up a wide wave of controversy with his strong statements directed against his counterpart, Simone Inzaghi, the coach of Al-Hilal Club, just hours before the start of the anticipated match between the two teams as part of the twenty-fourth round of the Roshan Professional League competition on the grounds of Al-Shabab Stadium.
The sports world has been revisiting controversial past television statements made by Benzekri, in which he compared himself to the renowned Italian coach, saying: "Inzaghi and I graduated from the same school, and I possess the same qualifications and credentials as Inzaghi, so why is there such excessive praise for these foreign coaches while we are belittled?" These words add a personal dimension and a special challenge to the match, as Benzekri sees this encounter as a golden opportunity to prove his point and demonstrate his tactical superiority.
This encounter is particularly significant as it marks the first meeting between "Son of the Desert" Noureddine Benzekri, known for his fighting spirit and ability to motivate his players, and Simone Inzaghi, who represents the modern Italian tactical school with Al-Hilal. Analysts are eagerly awaiting to see how Benzekri will handle Al-Hilal's formidable attacking arsenal, and whether his organized defensive approach and counter-attacks will succeed in neutralizing the threat posed by the Saudi giants.
In the broader context of the competition, the Al-Hilal vs. Al-Shabab match is considered one of the classics of Saudi football, attracting a massive following both locally and across the Arab world. Al-Hilal enters the match aiming to secure the three points to continue their march towards the title or consolidate their lead, while Al-Shabab, led by Benzekri, seeks to capitalize on home advantage and the support of their fans to achieve a morale-boosting and technical victory that would strengthen the team's position in the standings and reaffirm the Algerian coach's reputation as a "giant-killer" in the Saudi league.
The match is expected to be more than just a contest for three points; it will be a clash of philosophies between two schools of thought, and a true test of Ben Zekri's bold statements. Will the Al Shabab coach succeed in translating his words into action on the pitch, or will Inzaghi prove his superiority and secure the derby for Al Shabab? The answer will be revealed at Al Shabab Stadium in the 24th round of the Roshan League.
Sports
Jesus postpones renewing his contract with Al-Nassr until next April
Field sources reveal that Al-Nassr coach Jorge Jesus has decided to postpone negotiations to renew his contract until April due to the pressure of matches and competition in the AFC Champions League 2.

Private sources revealed to Al-Midan Al-Riyadi important developments regarding the future of Al-Nasr Club’s coaching staff, as the Portuguese Jorge Jesus, the team’s technical director, has made a decisive decision regarding negotiations to renew his contract with the club, given that the current contract is nearing its end at the conclusion of the current sports season, which gives him the legal right to determine his next destination or leave the club.
Details of Jesus' decision and the date of the final decision
According to informed sources, Jorge Jesus has decided to put a freeze on any official contract renewal talks for the time being. The coach intends to travel to Portugal for a short visit and has confirmed that there will be no discussions with the relevant parties regarding a new contract in the coming days. The sources indicated that the coach has tentatively set next April as the date to reopen these discussions and address the terms of his continued tenure with Al-Nassr.
Reasons for postponement: Match congestion and priorities
Sources attributed the coach's refusal to open negotiations or speak with his agent and lawyer at this time to his strong desire to maintain the team's and players' focus. This stems from the team's congested schedule and the fierce competition in the AFC Champions League 2. Jesus believes that getting bogged down in contractual details could distract from the main on-field objectives at this crucial stage of the season, which requires a unified effort to achieve victories.
The importance of technical stability at the crucial stage
Jesus's decision comes at a critical juncture in domestic and continental competitions, as clubs enter a period of intense competition and fierce competition for points. Technical and mental stability is essential for teams aspiring to win titles. The postponement decision demonstrates the Portuguese coach's high level of professionalism, prioritizing the team's best interests above any personal or contractual considerations at this time. This reflects his desire to finish the season as strongly as possible before entering negotiations.
Preparing to face Al-Fayha
On the field, Al-Nassr's first football team continues its intensive preparations to face Al-Fayha. This match is part of the 24th round of the Roshan Professional League and is scheduled to take place on Saturday evening at Al-Awwal Park Stadium. Al-Nassr aims to secure the three points in this encounter to maintain its strong position in the standings and bring joy to its large fan base.
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