01 CASE STUDY
PR & COMMS
The inaugural Saudi Games marked a major milestone in Saudi Arabia’s investment in development, sports and quality of life, as outlined in The Kingdom’s ambitious Vision 2030 programme.
The 2-week sporting festival, featuring 6,000 amateur and professional athletes competing in 45 sports across 20 venues in Riyadh, was the biggest single-city sporting event in the Middle East and demonstrated Saudi Arabia’s capabilities to one day host the Olympic Games.
The Saudi Games were open to the public with preliminary qualifying and trials beginning in February 2022 ahead of the Games’ official commencement in November. Designed to provide valuable competitive experience for its up and coming professional and elite development phase athletes, the Games also aimed to encourage participation in sport at all levels with open access to trials and facilities across the country.
The SMG worked alongside CMO of the Saudi Olympic Committee Karim Younes to support the Saudi Games communication team in delivering these first ever national games while managing Saudi media, building the Games’ brand and its overall Communication strategy and managing crisis communications over the 11 days of events.
ITEMS OF COVERAGE