Footballco’s Saudi Expansion Story: How the Growing Sports Sector is Pulling in UK-based Media Giants

Footballco is making major strides in Saudi Arabia’s fast-growing sports sector. By establishing a regional HQ in Riyadh and partnering with AstroLabs, the UK media powerhouse is setting the standard for localized football content in the Gulf.

Saudi Arabia's sports sector is on track to reach a $22.4 billion valuation by 2030, with football serving as the primary catalyst for this substantial growth.

Footballco, the leading UK-headquartered football content and media company, seized this opportunity early by establishing its regional headquarters in Riyadh. This bold move positions the company to dominate the Middle East’s most lucrative football content market.

The scale of Footballco's success in Saudi Arabia highlights the market’s immense potential. The company reaches an audience of 192 million fans across the MENA region, including over half of Saudi Arabia’s adult population, through GOAL and KOOORA, the two leading Arabic-speaking publications among Footballco's eight-brand portfolio.

Capturing Saudi Arabia's Football Content Opportunity Through Strategic Ground Presence

Saudi Arabia's rising football enthusiasm has sparked a growing demand for rich and engaging content, especially with landmark events like the 2034 FIFA World Cup on the horizon.

These global spectacles create a profound cultural influence. This requires diverse content that aligns with local preferences and adapts to the fast-changing expectations of football enthusiasts.

By scaling its presence locally, Footballco builds stronger ties with fans, teams, and sponsors, cementing its role as the region’s go-to source for football content.

This hands-on approach allows Footballco to create authentic, impactful stories that resonate with Saudi audiences.

"The biggest and best events are happening in Saudi Arabia, and you need to be on the ground and in the field to capitalize on this momentum. This is exactly what Footballco has been doing," explained Andrew Reekie, Footballco's Chief Financial Officer.

"It helps us streamline our production. Our media teams are engaging directly with local teams, sponsors, and, most importantly, the fans, which leads to more authentic and impactful coverage."

This proximity provides competitive advantages that remote operations simply cannot match.

"Physical presence helps with faster market integration. It signals commitment to the Saudi market, it allows us to build personal and professional relationships, and ultimately develops a pipeline and identifies opportunities early on," Reekie noted.

Footballco's regional headquarters now acts as the vital center of its interconnected Gulf operations, where the company has established a dominant market position.

Achieving Sustainable Growth Through Deep Localization

Footballco's expansion strategy centers on deep localization, leveraging its Riyadh headquarters to build robust, tailored operations.

This includes establishing local creative and client service teams to better support brands and rights holders during this critical growth phase.

Footballco’s strategic expansion was supported by AstroLabs, the Gulf's leading business expansion platform.

Speaking about this strategic decision, Reekie emphasized that obtaining dedicated market expansion expertise proved not just advantageous but necessary for navigating the incorporation process effectively.

"Saudi isn't a gold rush. It requires attention and a long-term focus," he explained. "Partnering with a local business expansion expert helps you see the full picture of what the local market looks like. AstroLabs worked with all internal teams to create a seamless and problem-free process."

Reekie also stressed the importance of gaining in-depth market understanding before expanding, particularly for what he calls a “full landing” into the Saudi market.

"AstroLabs did not operationally subtract from our business and has continued their support throughout, even after we established our operations in Saudi Arabia, including hiring local talent for our office in Saudi. The process minimized disruptions to their business and created a focused entry," Reekie explains.

With its Riyadh headquarters as a springboard, Footballco is ready to leave a lasting mark on Saudi Arabia’s football media space, supporting the Kingdom’s rising influence as a sports media powerhouse.