New NEOM initiative aims to unlock next generation Saudi talent

We were delighted to help our client NEOM, global partner of the Asian Football Confederation (AFC), launch its football skills development Shuhub Community Programme in June, which will aim to develop the next generation of Saudi talent and provide footballing opportunities to children of all abilities across Saudi Arabia.

As the first NEOM footballing program, the programme will leverage world-class coaching from Saudi Arabian Football Federation (SAFF) coaches as well as sport-tech integration to measure and develop each participating child’s footballing acumen. It will provide a platform for children across the Kingdom to accelerate their footballing excellence.

Our launch campaign included a short film that was featured on the Saudi national Sport TV, a paid social media campaign on AFC partner channels, collaboration with the #1 football outlet in the region, and a regional press release calling on the public to register their kids. This was published across almost all Saudi newspapers and regional football outlets with 41 clippings over 8M coverage views in the first 24hrs alone.

Sign-ups for the programme will be open to all kids in Saudi between 7-12 years old with roadshows set to take place in Riyadh, Jeddah, and Tabuk in 2022. Plans are afoot to take the roadshow to even more cities in 2023.

The programme is part of a wider sports partnership objective of positioning NEOM as an innovator of technology, a global sporting hub, and a leader in the development of talent across the region.