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.”