Sports marketeers take deep dive into Saudi culture

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Updated 08 November 2024
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Sports marketeers take deep dive into Saudi culture

RIYADH: Top regional executives spoke about how having a deep understanding of the Kingdom’s culture was crucial in the creative industries, during the Athar — Saudi Festival of Creativity in Riyadh on Wednesday.

Leo Borges, executive creative director of Havas Middle East, spoke to Arab News about how Saudis had the opportunity to mold the creative industry.

“What I would say and sort of like what I want to see coming out of Saudi, is a creative culture that’s specific (to) here, it’s about Saudi people.”

He said that the baseline for the creative industry was understanding the audience.

“If you’re working in Saudi, they need to understand Saudi. They need to understand the culture. They need to understand the times. They need to understand the context in which their message is going to be, it’s going to be displayed.”

Borges went on to highlight the stark difference between sports marketing and other industries.

“I think sports marketing is different from other kinds of marketing because of the passion that the audience has for this sport, or for the teams, or for the players,” he said.

“So in this space, rarely the brand is the number one thing, right? Like people don’t necessarily love Adidas. They love Adidas because Adidas is sponsoring the team.”

Speaking at the “Leaders and Visionaries: CMOs Unplugged” session, panelist Ammar Alamro, director of marketing and communications at the Saudi Sports for All Federation, or SFA, in Riyadh, described his focus on “human insight” as opposed to “local insight.”

With more than 40 percent of non-Saudis living in the Kingdom, Alamro told Arab News that the Saudi Sports for All Federation targeted everyone when crafting their campaigns to encourage physical activity.

“With that, we need to understand who is in the Kingdom, and from a recent study, it showed that 42 percent of the Kingdom are not Saudis,” he said. “When we craft our campaigns or our communication we want to make an impact in the Saudi population, and people living in Saudi.”

Before creating a marketing strategy, SFA will research and developed a program that takes into account the different levels of physical activity within the Kingdom — active, semi-active, and inactive. 

“We try, in SFA, with all our programs to cater to everyone in the Kingdom, because our target audience is everyone in the Kingdom.”

Since SFA’s restructuring in 2018 to increase the ratio of individuals exercising at least once a week to 40 per cent by 2030, the federation had seen a positive reaction from the community with exponential growth in physical activity.

The “physical activity level in the Kingdom in 2018 was 13 percent ... In 2021, the physical activity level in the Kingdom reached 48 percent, which is great, and now we’re changing the targets and increasing the targets, actually, beyond 40 percent to achieve more targets in 2030.”

Since joining the SFA in 2023, Alamro has played a pivotal role in promoting and growing events, including the Riyadh Marathon, Tough Mudder, the SandClash CrossFit competition.

The session also brought together industry leaders, Najeeb Jarrar, CMO at Google MENA, Aamir Allibhoy, regional chief marketing officer at Tim Hortons, MENA, and was moderated by Ashish Verma, global head of Bloomberg Media Studios, who all shared insights on navigating the rapidly evolving creative landscape in Saudi Arabia.

The festival will conclude with the Athar Awards ceremony on the evening of Nov. 6.


King Salman arrives in Jeddah

Saudi Arabia’s King Salman. (File/SPA)
Updated 30 min 13 sec ago
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King Salman arrives in Jeddah

RIYADH: Saudi Arabia’s King Salman travelled from Riyadh to Jeddah on Sunday, Saudi Press Agency reported.

The king was received at King Abdulaziz International Airport by the Deputy Governor of Makkah Region Prince Saud bin Mishaal bin Abdulaziz.

He was seen off at King Khalid International Airport by the Deputy Governor of Riyadh Region Prince Mohammed bin Abdulrahman bin Abdulaziz.


First successful corneal transplant performed in Saudi Arabia’s Qassim

The health cluster said that the surgery was performed at the King Fahd Specialist Hospital in Buraidah. (SPA)
Updated 09 March 2025
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First successful corneal transplant performed in Saudi Arabia’s Qassim

  • The cluster said that the medical team, after reviewing examinations that indicated the patient’s suitability for the transplantation, elected to go ahead with the operation

BURAIDAH: A medical team at the Qassim Health Cluster successfully performed a corneal transplant in the region — part of a joint cooperation between the health cluster and the King Khaled Eye Specialist Hospital and Research Center.

The health cluster said that the surgery was performed at the King Fahd Specialist Hospital in Buraidah. The female patient suffered from corneal opacity in the left eye after a previous infection, leading to severe visual impairment.

Following a series of detailed examinations, including topographic imaging of the eye to evaluate its suitability for transplantation, the medical team decided to perform the surgery.

The cluster said that the medical team, after reviewing examinations that indicated the patient’s suitability for the transplantation, elected to go ahead with the operation.

The procedure lasted 90 minutes, during which a full cornea was transplanted. The patient is now in recovery under medical supervision to ensure the best outcome.

This achievement is part of the cluster’s drive to provide the best specialized medical services in response to the needs of patients in Qassim

 


Prince Mohammed bin Salman’s project renovates Faydat Athqab Mosque in Hail

The Mohammed bin Salman Project for the Development of Historical Mosques is renovating Faydat Athqab Mosque in Hail.
Updated 09 March 2025
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Prince Mohammed bin Salman’s project renovates Faydat Athqab Mosque in Hail

  • The goal of the initiative is to revitalize historic mosques, restoring their religious, cultural and social significance

RIYADH: The Mohammed bin Salman Project for the Development of Historical Mosques, now in its second phase, is focused on renovating many mosques, including Faydat Athqab Mosque in Hail, originally built in 1946, the Saudi Press Agency reported.

The goal of the initiative is to revitalize historic mosques, restoring their religious, cultural and social significance.

The project also focuses on preserving Islamic heritage and highlighting the architectural beauty of these mosques through sustainable, eco-friendly renovations that incorporate natural elements.

According to the SPA, the renovation of Faydat Athqab Mosque will honor the region’s traditional architectural style by using mud building techniques and natural materials. Hail’s unique architecture is adapted to the local environment and the hot desert climate, and this renovation aims to preserve that distinctiveness.

The project will maintain all the mosque’s essential features, while enhancing the northern windows to improve air circulation and ensure a cool environment inside.

This renovation is part of the second phase of the project, which includes the restoration of 30 mosques in all 13 regions of the Kingdom. The mosques include six in Riyadh, five in Makkah, four in Medinah, three in Asir, two each in the Eastern Province, Al-Jouf and Jazan, and one each in the Northern Borders Province, Tabuk, Al-Baha, Najran, Hail and Al-Qassim.

The project aims to strike a balance between traditional and modern construction methods, ensuring the sustainability of these historic mosques. It is being executed by Saudi companies specializing in historical structures, with Saudi engineers playing a key role in preserving the authentic architectural identity of each mosque.

The second phase follows the successful completion of the first phase, which restored 30 historic mosques in 10 regions.


Jeddah’s cultural canvas bursts into life for Ramadan Nights at Hayy Jameel

Ramadan Nights by Art Jameel have returned for a month of cultural celebration at Hayy Jameel in Jeddah. (Supplied)
Updated 09 March 2025
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Jeddah’s cultural canvas bursts into life for Ramadan Nights at Hayy Jameel

  • Guests can also enjoy traditional board games, live music and Ramadan-inspired culinary offerings
  • Free and open to all, Ramadan Nights also offers a shopping experience at the cultural markets

JEDDAH: Following the popularity of last year’s program, Ramadan Nights by Art Jameel have returned for a month of cultural celebration at Hayy Jameel in Jeddah.

Running until March 29 from 9:30 p.m. to 2 a.m. daily, it is held under the slogan “Hayy lights up,” and features a range of activities including public programs, craft-inspired bazaars, pop-up eateries, film screenings and hands-on workshops exploring handicrafts, wellness and heritage.

Guests can also enjoy traditional board games, live music and Ramadan-inspired culinary offerings.

Uns Kattan, deputy director and head of learning and research at Art Jameel, said that the debut program last year welcomed more than 40,000 visitors of diverse ages and backgrounds. “This year, we recognize the thirst and passion for the community-focused program and created more opportunities that embody the spirit of togetherness, creativity and cultural exchange,” she said.

“Through a dynamic program that focuses on craft, film and storytelling, we celebrate the holy month by bringing people together in an inspiring and inclusive space that bridges the wide spectrum of creative endeavors under one roof.”

Free and open to all, Ramadan Nights also offers a shopping experience at the cultural markets. One of the highlights of this year’s program was Jebna Al-Eid, which took place from March 2-4, and Ramadaniyat Lavendar, which concluded on March 8. These markets, set across Rukn Hayy, Fenaa Hayy and Saha (the community courtyard), were a blend of local eateries, artisanal products and the sounds of Oud melodies, creating a lively atmosphere.

Ghada Khalid, co-founder of Lavender Events, told Arab News that Ramadaniyat Lavender presents a selection of products, from fashion items such as dresses, abayas and traditional wear, to a diverse food area featuring Mexican, Italian sweets, Uzbekistani cuisine, specialty coffee and desserts.

“This year, we introduced a makeover offer that can be used for Eid. Through this festival, we reach a diverse audience, catering to their needs and helping them experience the true essence of Ramadan,” she said.

Abeer Dahlawi, founder of Muse, an arts, culture and entertainment center, said: “We are here at Ramadan Nights to create an enjoyable experience for everyone, offering traditional games like carrom, chess and dominoes. Our goal is to encourage people to have fun, connect and socialize with one another.”

At the Hayy Markets, curated bazaars showcase a mix of books, fashion, artisanal crafts and design pieces that promote local creativity.

Meanwhile, the pop-up eateries, located at Saha and Rukn Hayy, offer a range of local and fusion-inspired cuisine, featuring notable names such as Aysh Academy, Sofia’s Bistro and Cookie Boo.

Visitors can also enjoy the Hayy Cinema experience, which features screenings of the “My Heritage” short film series. These films tell different stories about World Heritage sites in the Arab region and are screened repeatedly from 10 p.m. onwards.

Kattan highlighted that the special programming throughout the month includes handicraft and cultural workshops, where participants can explore heritage through interactive sessions such as lino-cut printmaking using Hejazi patterns, traditional crafts by local and refugee artisans, and Arabic calligraphy.

There will also be community talks on topics ranging from Jeddah’s history and Ramadan rituals to mental health and healing. These discussions are led by experts and provide both informative and enriching experiences for attendees.

For younger visitors, the Hayy Explorers program offers an interactive experience from 10 p.m. to 1 a.m., featuring storytelling, arts and crafts. Meanwhile, the Hayy Arts and Studios section highlights contemporary art with group exhibitions such as “We Saw an Endless Cycle” and “Thread Memory: Embroidery from Palestine,” as well as open studios and workshops hosted by Jeddah-based creatives.

Dalia Rahman, who was visiting with her friends, said: “The atmosphere here is so welcoming. We came to shop for Eid dresses and found unique designs that aren’t available in regular stores. During Ramadan, I prefer to focus on worship and prayer rather than spending time in malls. This place offers everything in one spot while also celebrating cultural and traditional activities.”


Jeddah governor receives consul general of Somalia

Updated 09 March 2025
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Jeddah governor receives consul general of Somalia

  • They held friendly talks and discussed topics of common interest

JEDDAH: Jeddah Gov. Prince Saud bin Abdullah bin Jalawi received Consul General of Somalia in Jeddah Abdiweli Hersi Abdi on Sunday.

During the meeting, they held friendly talks and discussed topics of common interest, the Saudi Press Agency reported.

Meanwhile, Prince Saud bin Naif bin Abdulaziz, governor of the Eastern Province, met with Saudi Ambassador to Bahrain Naif Al-Sudairi in Dammam on Sunday.