Credit: SportsPro
Saudi Arabia’s relentless push to establish itself as a global sports and entertainment powerhouse continues—this time with a bold ambition to host National Football League (NFL) games.
At the Joy Forum conference in Riyadh, Turki Alalshikh, chairman of the General Entertainment Authority (GEA), announced the Kingdom’s intention to bring the NFL to Saudi soil.
“Britain got it; Brazil got it. Hopefully, Saudi Arabia will be next,” said Alalshikh, referencing the NFL’s growing international footprint through games in London and São Paulo.
While the NFL has yet to formally comment, Bloomberg reports that the league has previously explored taking a regular-season fixture to Abu Dhabi, suggesting growing interest in the Middle East as a future market. Should Saudi Arabia succeed, it would mark the NFL’s debut in the region—an important milestone in the league’s broader global expansion strategy.
Saudi Arabia’s Emerging Role in Global Sports
The potential arrival of the NFL is just the latest step in Saudi Arabia’s aggressive sports investment agenda. The country is already set to host WWE’s WrestleMania 43 in 2027—the first time the iconic event will be staged outside North America—and has secured the rights to host the FIFA World Cup in 2034.
Beyond these headline-grabbing deals, Saudi Arabia continues to build credibility within the global sports ecosystem through strategic partnerships and major event hosting. Earlier this year, the Kingdom was confirmed to host a flag football tournament produced by Fanatics, one of the NFL’s key commercial partners.
The event, scheduled for March 2026, will feature Tom Brady, Saquon Barkley (Philadelphia Eagles), and CeeDee Lamb (Dallas Cowboys), bringing together legends and current stars of the game for the first NFL-affiliated competition on Saudi soil.
Expanding Beyond the Global Markets Program
Unlike the United Arab Emirates, which is part of the NFL’s Global Markets Program, Saudi Arabia currently does not hold such rights. The initiative allows NFL franchises to conduct localized marketing, fan engagement, and commercial activities across select international markets.
To date, 29 NFL teams operate in 21 territories under this program—an indication of how rapidly the league is pursuing international audiences. Should Saudi Arabia enter this framework, it would open the door for U.S. teams to conduct activations and fan events in the Kingdom, further accelerating the NFL’s presence in Asia and the Middle East.
A Balancing Act Between Growth and Criticism
Saudi Arabia’s increasing role in global sport has drawn both admiration and scrutiny. While its investments have transformed the Kingdom into a hub for elite competitions across boxing, football, motorsport, and now potentially American football, critics have labeled the trend as “sportswashing”—arguing that it serves as a strategy to soften the country’s international image and divert attention from its human rights record.
Nevertheless, the scale and ambition of Saudi Arabia’s sports strategy are undeniable. Whether through multi-billion-dollar partnerships, elite event hosting, or athlete-driven ventures, the Kingdom is positioning itself as a central stage for global sport in the 2030s.
365247 Insight
If the NFL commits to hosting games in Saudi Arabia, it would not only mark a new era for American football but also signal the Middle East’s arrival as a central pillar of global sports entertainment.
From the PIF’s expansion into football and golf to the GEA’s entertainment-led strategy, Saudi Arabia’s playbook continues to blend geopolitics, commerce, and culture—transforming global sport from a competition into a form of soft power diplomacy.
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