Ian Mathie’s Post

🌟 Visionary Ownership and the Impact on Sport Marketing in Saudi 🌟 The Saudi sports marketing scene was very nascent at the time of my return after studying and working in London. The immaturity of the market was apparent. I will never forget my team, and I will present a detailed commercial structure proposal for two hours to the President of a big football club. Much to our surprise, after the presentation, he asked, “So how much money will you give us?” We have now reinforced the wide gap between international standards for sports marketing and local market understanding. 🚀 Fast Forward to Today Fast forward to today, and it’s a transformation that no one could have imagined. This very same club that could not come to grips with basic commercial concepts became a torchbearer of sports commercialization and a beacon of lessons and standards for all others to follow. Indeed, the extraordinary progress underlines the power of visionary ownership in innovation and development. The club is currently utilizing advanced tools from Nielsen and KORE to monitor and enhance its commercial activities. 👏🏻👏🏻 💡 Visionary Ownership In short, visionary ownership depends on dynamic commercial successes and fresh revenue creation in the sports marketplace. It is only in this way that a vision-driven owner keen on foresight brings deep insights into play on the market and fans. They innovate, make strategic partnerships, and, most importantly, introduce, embrace, and implement top-of-the-line technologies to build an enriched brand experience for all stakeholders. The inference is that by investing in infrastructure, talent, and marketing strategies, these owners strive to achieve a robust commercial structure that would lure sponsors, thereby maximizing merchandise and media rights sales. This calls for sustainable growth and long-term profitability in the sports business from their committed leadership and drive to excel in the dynamic sports industry. #VisionaryLeadership #SportsMarketing #SaudiArabia #Innovation #CommercialSuccess #SportsBusiness #FutureOfSports 🌟🚀💡

CASE STUDY: It's Official: Sky Sports Delivered for KFC. KFC's new delivery platform was hungry to score big in the world of food delivery & became Sky Sports Official Delivery Partner. The UK is home to the third biggest online food delivery market in the world and KFC Delivery was the newest kid on a field of high-performing players in market. Moreover, their single-brand proposition, meant they needed to drive more precise fandom than their multi-brand competitors. Fresh from the victory of their Qatar FIFA World Cup ITV sponsorship, KFC Delivery & Mindshare were looking for a long-term partner to keep their flame burning across a broader annual sports calendar. Their goal? To make KFC Delivery a household name during key sporting events by building brand fame, driving positive value perceptions & increasing brand loyalty. They needed a multi-platform partnership with an always-on presence & contextual relevance, while measuring its effectiveness through brand evaluation & econometric methodology to drive app downloads & transactions. Find out more here:

🎬⚽ "Saudi Pro League: Kickoff"—A Storytelling Masterpiece 📖 Football is more than just a game—it’s a story. That sentiment is beautifully captured in Netflix’s new series, "Saudi Pro League: Kickoff". From the journeys of global icons like Cristiano Ronaldo, Neymar, and Steven Gerrard to the untold stories of local and emerging Saudi players, this series masterfully weaves together a narrative of ambition, transformation, and loyalty within the Saudi Pro League (SPL). 🌍 Global Icons, Local Impact The documentary explores the signing of marquee celebrities by PIF clubs like نادي النصر السعودي - ALNASSR Saudi Club, نادي الهلال السعودي - Al-Hilal Saudi Club , Al-Ahli Saudi FC, and Al-Ittihad Club Company, demonstrating how these moves influenced not just the league but the entire footballing ecosystem in Saudi Arabia. This transformation prompted other clubs, such as Ettifaq Club - نادي الاتفاق, to adopt similar strategies to remain competitive. What impressed me most was how the presence of these superstars inspired local players to elevate their game—shining a light on their journey, resilience, and growth. 🎥 The Power of Storytelling What stood out was the emotional connection the series fosters with fans. Through behind-the-scenes access, candid interviews, and a deep dive into the league’s 80-year history, the documentary strengthens fan loyalty and highlights the league’s transformation on a global scale. It’s a testament to how storytelling can unite cultures and generations, especially in a sentimental sport like football. ✨ OTT Content: A Winning Marketing Tool The use of long-form, emotionally driven content like this is one of my favorite marketing strategies. Drive to Survive is a prime example of this approach's success, revitalizing the Formula 1 fan base by bringing them closer to the stories behind the drivers and teams. Content like this doesn’t just engage—it captivates and builds lasting connections. 👀 If you’re passionate about football, storytelling, or both, you would enjoy this series. It’s proof that the beautiful game is as much about the stories as it is about the goals. #SaudiProLeague #FootballMarketing #StorytellingInFootball #FootballBusiness

Marriott International is stepping up its game in sports sponsorships. Through the Marriott Bonvoy Moments platform, the brand offers members the chance to buy exclusive experiences from their team partners using points. Now, they're taking things to the next level with 1 Point Drops. Bonvoy members can meet Lewis Hamilton and attend Qualifying and Race days in Zandvoort during a 5-night stay at the W Amsterdam, all for just one point. Yes, the prize is incredible, but it's the accessibility that makes this idea so smart. → It's free to sign up for the loyalty program. → You only need one point for a chance to win the experience. → You don't have to spend with Marriott to earn points—for example, link your Bonvoy account to your Uber Eats account to earn points that way. The gamification of the experience and the cultural relevance of these drops drive attention to this activation—not to mention the star power of Lewis Hamilton and the popularity of Mercedes-AMG PETRONAS Formula One Team and Formula 1. This is a stellar example of how brands should leverage their sports and entertainment partnerships to build their customer base. #sportsbusiness #sportsmarketing #sponsorship

Ticketing strategy is a crucial element in Sports Management, and Professor Julia Roca Valverde shares some valuable insights into this topic. Understanding the intricacies of ticketing can significantly impact revenue, customer satisfaction, and overall event success. By studying concepts like ticketing strategy, Sports Management students may gain a comprehensive understanding of the business side of sports, equipping them with the skills to make informed decisions and drive success in their careers. This knowledge is essential for sports professionals to effectively manage events, engage with audiences, and maximize revenue streams. Join us in exploring the world of Sports Management and how it can make a difference in the sports industry. Learn more about ESEI's Sports Management Program at https://bit.ly/4aOyA8H #ESEI #SportsManagement #TicketingStrategy #BusinessOfSports #BusinessInsights #GlobalEducation #InternationalBusinessSchool

🏆 Driving Success in Global Sports: Mastering Strategy Execution The implementation phase of Saudi Arabia's National Sports Strategy marks a significant organizational and leadership victory for the country and its key players in the sports ecosystem. Saudi Arabia has laid out the groundwork for its sports ambitions through comprehensive national strategies and initiatives by major stakeholders. Yet, the true test of success lies in the execution—where vision must be transformed into reality and measurable outcomes. Effective strategy execution begins with crystal-clear communication. Every stakeholder, from national federations to local clubs, must precisely understand their role within the broader vision and see how their contributions drive overarching goals. Furthermore, robust governance structures are crucial. This includes defining KPIs, assigning responsibilities, and ensuring resource availability. Execution transcends merely ticking off initiatives; it supports building an adaptive, learning culture that can swiftly pivot in response to market changes and unforeseen challenges. With data-driven insights and performance metrics, organizations can accurately monitor their progress, identify areas of friction, and make precise adjustments to keep initiatives on track. Now is the time for Saudi Arabia to leverage this strategic momentum towards realizing its sports ambitions. At the heart of this journey is a focus on meticulous strategy execution, transforming vision into a reality that resonates both domestically and globally. #StrategyExecution

As a fan of all sport, it does not go unnoticed which companies sponsor who (but then I am also interested in the WHY of these marketing placements), be it a stadium, a team or the individuals and to many they probably don't even give it much thought or care for that matter, why it's pretty simple if its a sport of global interest you can see why, huge exposure, but as Jen Frost article suggest what impact does renaming a stadium have from a heritage perceptive? https://lnkd.in/eYkzfPj4 #marketreserach #marketing

Saudi Arabia’s Strategic Playbook: How Sports Investments Are Rewriting the Kingdom’s Global Narrative ⚽️📈 Saudi Arabia has been making waves in the world of sports, and the recent strategic investments into global icons and major events are shaping the future for the Kingdom. Here’s a glimpse into how this vision is taking shape: 1️⃣ $200M Contract with Ronaldo The monumental signing of Ronaldo by Al Nassr FC isn’t just about football—it’s a statement. This $200 million annual contract is putting Saudi sports on the world map, attracting fans and attention like never before. 2️⃣ $500M for Global Exposure With a half-billion-dollar commitment, Saudi Arabia is securing its place in the global sports arena. This move underscores a long-term vision to position the Kingdom as a sports powerhouse, aligning with Vision 2030. 3️⃣ Social Media Explosion Since Ronaldo joined Al Nassr, the club’s followers have surged by 300%! This growth is more than just numbers; it’s about brand visibility, international fan engagement, and building a global community around Saudi sports. 4️⃣ Ticket Sales and Stadium Experience Doubling ticket prices and still seeing packed stadiums? That’s the Ronaldo effect in action. Increased ticket sales are boosting revenue and creating electric atmospheres at every game. 5️⃣ Merchandising Milestone Over 200,000 Ronaldo-branded shirts sold. Merchandise isn’t just an add-on; it’s a direct line to fans worldwide, fueling a new era of sports commerce for Saudi Arabia. With these strategic moves, Saudi Arabia is redefining what it means to leverage sports for national branding and economic transformation. It’s inspiring to see how far-reaching these efforts are—and this is only the beginning. #SaudiVision2030 #SportsBusiness #GlobalImpact #Innovation

My observations on the Saudi's Sports Revolution, and an untapped opportunity. Having spent the last few days in Saudi Arabia as part of the Department for Business and Trade Saudi Cup Trade Mission, one of my biggest takeouts was a real sense of the energy that is in the country around its sporting endeavours. I got to experience: - A record breaking Saudi Cup attendance, actually delivered more in house using less external organisations to great effect - Superb atmosphere at Al Nassr vs Al Shabab - The 2030 vision, and the desire for the Kingdom to be self sufficient from a sporting investment by the start of the next decade But with all the growth trajectory of sports in the country, there was one aspect I didn’t see much of. Fan Engagement. It’s clear a lot of focus is on the performance side, but they are missing opportunities related to how they engage fans. As Saudi's sports sector evolves, so too does the opportunity to redefine fan engagement, creating a future where the excitement of sports extends far beyond the field. Fan engagement isn’t a tap you can switch on or pay for, it’s years of consistent effort and brand building. So the high growth sports need to be considering the whole suite of tools to ensure they turn casual visitors into fans: - Active storytelling content - Live and post live broadcast experiences - On the ground touch points - Loyalty programs - etc It will be interesting to see if they can capture that energy currently fizzing around sports in the country, and ensure it has lasting impact for the fans who will need to sustain the sports in the future. Big shout out to a legendary team as part of the mission Sam McDermaid Dalia Ali Sam Igoe Rob Quick Edward Clarke Edward Dowdall Dominic Lyon Neil Pakieto Daniel Heal Jonathon McGovern Sarah Lamplough Nicholas Pryde Martin Hall Charlotte Melia Sir Andrew Strauss Graham Ellis Paul Dermody Katarzyna Paciorek Simon Bazalgette Michael Rocha-Keys Will Lambe Mark Renshaw Nick Hoyle #sportsbiz #sportsmarketing #broadcast

Honored to Be Among Saudi’s Top 3 LinkedIn Creators in Sports Management! 🏆 "Recognition isn’t the goal—impact is. But this milestone reminds me we’re making waves in the world of sports and wellness!" I'm thrilled to share that I’ve been recognized as the Top LinkedIn Creators in the Sports Industry (Saudi Edition)! This isn’t just a personal achievement—it’s a testament to the power of sharing insights, engaging with a passionate community, and driving meaningful conversations around sports and wellness. Here’s what I’ve learned along the way: 1️⃣ Consistency Matters: Whether it’s in sports, wellness, or content creation, showing up regularly makes the difference. 2️⃣ Value First: Always think about what your audience can take away—be it knowledge, inspiration, or actionable advice. 3️⃣ Engagement is Key: The real magic happens when we connect, exchange ideas, and grow together. 💡 Your Turn: What’s the one insight or story you’ve shared recently that made an impact? Drop it in the comments—I’d love to learn from YOU! 🙏 Thank you to everyone who reads, comments, and shares. Let’s keep pushing boundaries and elevating sports and wellness in Saudi Arabia and beyond. #SportsManagement #LinkedInCreators #WellnessJourney #SaudiSports #CommunityImpact