Time ripe for Saudi athletes to chase sponsorship opportunities

Now is the era for change and transformation in many fields, including sport.

And while most sporting events and fixtures have been postponed due to the coronavirus disease (COVID-19) pandemic, the Saudi Athletes’ Commission under the Saudi Arabian Olympic Committee (SAOC) has not allowed the grass to grow under its feet.

The body continues to listen, support, and address the affairs and welfare of the Kingdom’s athletes.

During the lockdown period, officials invited athletes from different sports to voice any concerns and as preventive measures have begun to ease that discussion process has been maintained through online social networks and chatrooms.

And the ability to attract sponsors was one of the top priorities to emerge among athletes.

Whether it be the individual or their sporting federation, the issue of sponsorship still remains uncharted territory for all but the country’s top sportspeople and organizations.

Although the door is now open to sponsorship opportunities, it would appear that the private sector is not quite ready to take too many risks, despite showing some social corporate responsibility.

There have been several successful examples of private sector sponsorship of sporting events, some for charity and others for society in general, but the majority of athletes have been unable to cash in.

For large numbers of athletes sport remains their only source of income and they tend to depend, if included, on Alnokhba monthly allowances (given to top athletes in each federation based on their achievements and monthly evaluation) and competition winnings or cash incentives.

Some pursue their sports while studying or trying to support a family but all too often they are forced to quit in search of a more stable and secure job. Ibrahim Al-Moaiqel, chairman of the Saudi Athletes’ Commission at the SAOC and a volleyball player with Al-Hilal, said: “It is one of our top priorities to listen to athletes and help them focus on their sport without being worried financially.

“This puts a lot of pressure on the athlete especially if they have a family to support,” he added.

The SAOC director of federations services, Mousa Alkam, said that while players were within their rights to court their own sponsors the committee could support them “through SAOC partnerships.”

Alkam pointed out that companies sometimes looked for a new face to promote their brands and the SAOC could help with recommendations such as Saudi sprinter Abdullah Abkar whose name was nominated for Visa sponsorship.

The increased number of sporting federations has made it difficult for each to stand out, but in these times of change athletes could now play a crucial role in that process.

Being an elite athlete requires an individual to train their mind and body to become better, an attribute that brands are attracted toward for nurturing and sponsorship.

While most Saudi athletes are active on social media, it is those that can maintain a respectable and honorable image that will gain the best opportunities from sponsors.

Abkar, 23, a 100-meter specialist, said: “You might be known among your community but sponsors take you to another level where the whole world gets to see you and meet you through their brand. As long as you are distinguished in your field that is all it takes.

“Sponsorships don’t come from nothing. You have to know what you want as an athlete and work hard to get it,” he added.

In 2016, Abkar held one of the best youth records for the 100 meters sprint at 10.04 seconds and he won two gold medals at the Mansak International event in 2018.

With all the positive changes taking place at the SAOC coupled with the support of Saudi Minister of Sport Prince Abdul Aziz bin Turki Al-Faisal, the time is ripe for the development of athlete sponsorship in the Kingdom.

• Dr. Razan Baker is a director of international communication at the Saudi Olympic Committee, member board of directors, Saudi Bowling Federation; media and marketing committee member, Saudi Arabia Olympic Committee; specialist in corporate social responsibility in sports, and a sports columnist/journalist.

Twitter: @RazanBaker