On a weekend that included the start of the WTA Finals in Riyadh, WWE Crown Jewel, as well as the Riyadh, Jeddah and Dammam derbies in the Saudi Pro League, you could be forgiven for thinking there was any space left for any other sporting event to shine.

But golf’s Aramco Team Series — Riyadh, however, more than held its own and even drew in higher crowds than some of the rival events. The aim, said Golf Saudi CEO Noah Alireza, is to spread the golfing gospel.

“Our focus on global events comes with a primary objective of growing the game locally,” Alireza said. “(At Aramco Team Series) we (saw) a really vibrant crowd thatwas really getting into it.

“It’s all about creating the right environment and with this crowd being here as a captive audience, we, as much as possible, push towards them signing up for GoGolf, the program, and converting them into future golfers.” 

As the 2024 golf season draws to a close, Alireza said that his federation’s mandate is to act as an “catalyst and incubator” to create a golf industry.

“For us in Saudi, we have a blank canvas,” Alireza told Arab News. “We’re starting from scratch, and that provides an opportunity not to catch up, but hopefully to leapfrog because as is everything (in the Kingdom) today, Saudi doesn’t look at things in terms of just taking what was there and bringing it here. It’s taking and learning from what was, and doing it better.

“So for us to grow the game in Saudi Arabia, our primary focus today is on the development of innovative supply and infrastructure, and hopefully when we build it, the demand will catch up and that’s how we're going to hopefully be creating a viable ecosystem for golf.”

One of the ways that Golf Saudi is looking to increase participation in the game, in accordance with Vision 2030, is through its GoGolf programs.

“GoGulf is for us a complete product from end to end to get people from Saudi and living in Saudi Arabia to get into Golf. So we’re starting with a program that answers the question why golf? What is golf? And then a call to action is GoGolf. GoGolf is a three-month (program), maybe you can look at it as getting a license to drive.”

Alireza appreciates that taking up golf comes with a significant sporting and financial dedication, and GoGolf aims to give budding players an early advantage.

“Golf is not an easy game to play. In order to break that barrier, three months’ worth of free lessons, or a package of 12 free lessons, will get you the license to be able to play on golf courses and other areas. So it’s a teaching methodology, but beyond the teaching phase, there is other infrastructure under the GoGolf brand that we will be deploying in addition to other things we’ve launched outside golf courses, like Top Golf — a project that’s going to be taking place over the next year and a half.”

Alireza has a message for parents looking to introduce their children to new sports and activities: “The choices are plenty to get kids into sports, and all sports will teach kids certain traits,” he said. “Whether it is discipline, motivation and so many other traits.

“Growing up around golf, I had the opportunity to see it first hand, and golf is slightly different from other sports in that it takes up so much time and you’re moving an object, you’re not reacting to a ball, you’re having to impart impact on to a ball and a lot of time in between there are so many things that you have to exercise. Patience, resilience, determination, the seeking of perfection and getting better every day, and I believe those traits are really good traits to start to ingrain into kids, and hopefully one day from that some of the kids will specialize in golf and create those future champions that we’re looking to create.”

Alireza is bullish about golf’s trajectory in the Kingdom over the coming years.

“Bright is an understatement,” he said. “With the incredible support that we’re seeing in Saudi Arabia today across all the sectors, we have an incredible opportunity to bring the world of golf here to co-innovate with us on creating a platform that defines what future golf will be in terms of the infrastructure, golf courses, practice facilities and beyond.”

While there are several Saudi golfers already making moves in the professional game, Alireza’s aim is to see a whole generation of golfers emerging from the Kingdom over the next decade.

“I think it's important that we focus on building that generation for two important reasons,” he said. “No.1 is that creating champions is an element that we’ve seen as a story throughout history that helps generate future generations of champions.

“So when Saudi beat Argentina in the World Cup, that was a generational moment that not only created future football stars but athletes in general,” Alireza said. “Everyone could now believe if somebody that I know of that is from my city, my country can do it, then so can I. And that element, that barrier, as a threshold is extremely important. So for us, the focus on creating those champions is really important because then it goes to the second reason.”

“The second reason is that that tipping point, when that champion is created, inshallah, and our goal is to have that happen within the next five to 10 years, is that it creates a whole new generation of golfers that sustains the golf economy that we’re seeking to create.”

RIYADH: At the end of August, Saud Abdulhamid became the first Saudi player to join a club from a top European league on a permanent basis. The right back left Saudi Arabian powerhouse Al-Hilal to sign for AS Roma in Italy’s Serie A for a reported fee of $3 million.

Now a Champions League player, he continues to be one of Saudi Arabia’s standout players in a difficult period in which Robert Mancini departed and Herev Renard returned to take charge of the 2026 World Cup campaign.

Thursday’s 0-0 draw with Australia leaves the Green Falcons in third place on six points, behind Australia on goal difference. Hope of automatic qualification remain a strong possibility, but there is little margin for error as Saudi travel to Indonesia for their sixth match in the 10-qualifier group.

Since impressing with Al-Ittihad and then Al-Hilal, the clubs he represented at professional level since 2018, Abdulhamid’s career has been on upward trajectory in recent years.

Football agent Ahmed Almualim, the man behind Abdulhamid’s move to AS Roma, spoke exclusively to Arab News about the financial and professional risks he took to get his client to Italy and the changing landscape of Saudi football.

Ahmed, how did you become an agent, were you always passionate about football or is it business first of all?

I became an agent in 2014. Since I was young, I was always passionate about football. I started my career as a sports journalist when I was very young, aged 19, back in 2009. Before that, I used to write some articles about football, about transfers, on a few blogs. I kept working as a sports journalist until 2014, when I stopped and I started my career as a football agent. It’s more than 10 years now that I’ve been an agent!

Do you have a favorite team in Saudi Arabia?

Yes, it’s not a secret (he laughs). My favorite team in Saudi Arabia is Al-Ahli from Jeddah. I worked as a sports journalist and I used to specifically cover news about Al-Ahli’s transfers. From there, people got to know more about me. I used to go to the stadium when I was young with my friends. Nobody in my family took me, but I went with my friends and neighbours. They all supported Al-Ahli. We were so passionate.

Was it difficult for you to move into this field?

It’s very difficult to work as a football agent because you need certain tools. These tools are the local and the international connections. You need to know people inside clubs, the presidents, the sporting directors, the players. It’s the same for clubs abroad. I work full-time as a football agent and I really enjoy what I’m doing.

Of course, sometimes, in some moments, during some windows, when I have a bad window, I really start thinking: “OK, why do I have to do this job as a full-time job? I can do it as a part-time job like most of the agents in Saudi.” But then I start to motivate myself again and I say: “No, this is my job in football, I’m an agent, a professional one like in Europe, so I have to continue.” And I try to move on.

Did you ever think it was possible to do business with local players moving outside Saudi Arabia?

One of my most important goals when I started was to do business like this, taking players to Europe and opening the borders. And I started this at a lower level. I took a Syrian player, Mahmoud Al-Mawas, to Romania. I had one player in Denmark. Two years ago, I signed a player in Portugal. The most important goal I set for myself was to do something different to what was already on the market.

Saudi players were moving from one domestic club to another, but I wanted to do things differently and not just to transfer a player from Ittihad to Al-Hilal, from Al-Hilal to Al-Ahli, from Al-Ahli to Al-Nassr and so on. I wanted to be the first different agent in this market. I brought many offers from abroad to Saudi national team players but they didn’t want to move on.

How did Roma's interest in Saud Abdulhamid come about?

It’s a story with two chapters. The first one was written in May, when I received a communication from one of the head scouters asking about the player and the conditions for a potential transfer. It started from there. And the second episode started when Florent Ghisolfi became the sporting director of AS Roma. Previously, he was the sporting director of Nice and there he also showed interest in Saud. He knew Saud was in his last year of contract at Hilal. So when he was appointed this season as a sport director of AS Roma, he reconnected with us and showed his interest again.

Do you think that this would have been possible without the Saudi Pro League expanding to the level it has?

People now know the Saudi league more and more. And I think also the players. More and more international players are involved in the league. This gave Saudi a push and a dose of belief that the whole product can be trusted. So, yes, the development of the Saudi league definitely helped. Without the current vibe, it would have been really difficult for such a transfer to take place.

How does it make you feel knowing you orchestrated Abdulhamid’s historic move?

I believe this transfer helped the image of the whole footballing country. It will help other Saudi players to get a chance in Europe, maybe. I believe this move has opened the door for Saudi players in years to come. I’m really proud we did it. It was one of the targets I had set for myself and I’m happy I delivered.

Many people were against this transfer. People who didn’t look at the bigger picture. As an agent, I dropped my interest just to support Saud, in the interests of Saudi Arabian football. I sacrificed a lot of money for this deal to happen.

Can you tell us something about this transfer that an agent would normally try to keep as a secret?

Tough one. OK, let me tell you that right before he signed for Roma, Saud was close to joining Rennes in France. They had a very strong interest in him. He chose to go to Rome because of the challenge. Rennes’ interest was kept secret, it wasn’t mentioned anywhere.

How has Saud settled in Rome?

He’s happy in Rome and everything is in progress for him. He got some minutes. He’s an international player. He featured for the national team on plenty of occasions. He played in the biggest tournament there is, the World Cup. He also played in the Asian Champions League. It wasn’t that big a deal for him to adapt. He was prepared mentally for it to happen. He’s really aware of the challenges that are in store for him. He lives a normal life. He got a house. It was normal for him to start on the bench, we were speaking to the coach and the sporting director and they explained everything. He needs to know the culture of the league, Italian football is difficult. It’s different to any other European country.

Is the development of the SPL helping you as an agent?

It has helped me. And that’s because now it’s so easy to be connected to international agents. They want to do business in Saudi Arabia. From that point, we can cooperate. I can help the international agents to place their players in the Saudi market. And they help me connect to the European clubs. By doing so, I can place the players I already work with in Europe.

From an agent’s perspective, how did Ronaldo signing for Al-Nassr change the landscape of the Saudi League?

In the beginning, I thought it was just a rumor. When I saw he had arrived in Riyadh, I started believing everything was possible in Saudi, starting at that point. It was a big, big, big thing, a massive event. Nobody could believe it. And Ronaldo became the icon of the Saudi league. Because of Ronaldo, many world class players started joining the league. He showed them that it’s a good championship. And this league can grow further and improve in the next few years.

Do you, as an agent, feel that you’re playing a part in this football revolution?

Now, after I did the deal for Saud to AS Roma, I see myself as a small part of this revolution in Saudi sport. I am privileged to have been able to send the best Saudi player to one of Europe’s most historic clubs.

Do you think big stars in Europe might start looking for local agents in Saudi Arabia, were you approached by any big names?

Yes, there are many stars in Europe who got in touch. They showed interest to join the league. They saw how strong it is and how it’s improving. It’s better and better every year.

Of course, the financial aspect plays a big role in the players’ wishes to join. Many top players, including from the Premier League and LaLiga, have contacted me to see how they can come to the Saudi championship.

Many deals that seem done then collapse. What is the most frequent cause?

One of the craziest reasons is that some clubs refuse to pay the agents. They agree about terms with other clubs, they accept the salaries that the players want, but then they don’t take the agents seriously. That’s wrong, because agents are an important part of any deal. It’s not just happened to me, but to many agents, many times, to find themselves in such situations.

What do you do for your players apart from representing them in negotiations?

I try to hire specialists to take care of them. For example, one to take care of nutrition. We need to find the right way to develop their body structures. I have my people working in communications, so players receive professional guidance in this area as well. It’s important that they are aware of how they should handle their media duties. We have a team working together, in my company everyone is a specialist in what they need to do.

Did you ever advise a player to do something even if it was outside your financial interests?

I lost a lot of money after Saud’s move to AS Roma. I did it because I thought he should go to Europe. I believed he could develop more if he went there. That’s my principle, I say the truth whatever it costs me financially. I don’t like to control players.