CREDIT: Sportbusiness
As Saudi Arabia transforms under Vision 2030, its most ambitious project – NEOM – is turning global attention to the intersection of innovation, sustainability, and sport. Designed as a futuristic smart region, NEOM is redefining what a modern destination can look like, and at the center of this evolution is a bold commitment to sport as a societal and economic catalyst.
Spanning more than 26,000 square kilometers in the northwest of the Kingdom, NEOM is not only a playground for architects and technologists but also a proving ground for how sport can drive urban development, tourism, and health outcomes in tandem.
Sport as an Engine for Liveability
From vertical cities like THE LINE to industrial hubs like Oxagon, NEOM’s infrastructure is nothing short of visionary. But equally central to its identity is the strategy around sport. According to Jan Paterson, Managing Director of NEOM Sport, the vision is simple but ambitious: to create the world’s most active society.
Residents and visitors will be able to access sports facilities within a five to ten-minute walk, supported by a continuous calendar of elite and grassroots events. The goal is to integrate sport into everyday life, blurring the line between recreation and routine.
Creating an Outdoor-First Culture
Saudi Arabia’s terrain — deserts, mountains, and untouched coastline — provides a natural backdrop for adventure sports. NEOM aims to leverage this geography to build a globally recognized destination for land, air, and sea-based sport tourism. Already, the region has begun testing a wide array of activities through its pilot Adventure Sports Hub, focused on both customer experience and technological innovation. Plans are underway to scale this into a global magnet for outdoor sport enthusiasts.
In 2023, this approach expanded with research-led marine exploration projects and digital mapping of the NEOM coastline to enhance future recreational diving while contributing to marine conservation.
Hosting Global Competitions – and Creating New Ones
NEOM has become a player in international sports events. From Extreme E off-road racing to the NEOM Beach Games, which now attracts hundreds of Olympic-level athletes, the region is building its reputation as a serious host. The development of climbing infrastructure, off-road race venues, and triathlon-ready terrain complements a growing events portfolio shaped by sustainability and innovation.
With Trojena selected to host the 2029 Asian Winter Games, NEOM is investing heavily in the infrastructure to support snow sports in the desert – including a new ski resort that symbolizes the project’s commitment to pushing physical and conceptual boundaries.
Talent Development: Local Roots, Global Standards
While infrastructure and tourism are key pillars, NEOM Sport is also focused on long-term athlete development. The Shuhub Community Programme, for example, is designed to identify and nurture the next generation of Saudi footballers, while cricket, powered by a partnership with IPL’s Rajasthan Royals, is gaining traction through inclusive community leagues.
In parallel, NEOM is forging high-performance pathways. Its collaboration with McLaren in Formula E and Extreme E includes direct involvement of young Saudi graduates in motorsport innovation, embedding NEOM talent into elite global ecosystems.
Strategic Partnerships and Economic Impact
NEOM’s presence in the commercial sports landscape is growing. Strategic partnerships with bodies like the Asian Football Confederation (AFC) are enhancing its international footprint, while ownership of Al-Suqor Sports Club aligns with a national effort to privatize and invest in domestic sport assets.
The broader objective is clear: to position NEOM as a liveable hub where sport contributes to job creation, economic diversification, and improved quality of life. Trojena alone is forecast to generate over 10,000 jobs by 2030.
A New Global Sports Destination
Whether it’s hiking in the highlands, kitesurfing on the Red Sea, or witnessing next-gen electric racing, NEOM is setting itself up to deliver not just sporting spectacle but a fundamentally new model for how sport integrates into society.
In a region historically overlooked in global sports planning, NEOM represents both a literal and symbolic shift. Its name – combining the Greek for “new” and the Arabic for “future” – is no accident. As its foundations are laid, the world of sport will be watching not only what NEOM builds, but who it inspires.
