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When Princess Nouf Al-Saud started her role as general manager of marketing at ������Ƶ’s Ministry of Sport in 2018, she confronted a world unfamiliar with the Kingdom’s pulse.

“When I first began this journey,” she said, “I realized that many people around the world had never truly experienced our culture, our energy or our vision.”

Six years and more than 135 global events later — from the electrifying debut of Formula 1 to the pioneering E1 Electric Boat Race — Al-Saud now orchestrates a marketing portfolio that has drawn more than 3 million attendees and broadcast ������Ƶ’s evolution to more than 160 countries.

Her greatest triumph? Rewriting the narrative. Al-Saud told Arab News: “We’ve evolved from being seen simply as a destination that hosts events, to being recognized as a forward‑thinking leader in sports.”

Where skepticism once lingered, Al-Saud now projects certainty: “Today, the most important message is that ������Ƶ is not only open to the world, but actively shaping the global sports narrative.”

This conviction permeates every campaign — whether amplifying community participation at Extreme E or embedding cultural storytelling into the WTA Finals.

The most profound transformations, however, unfold in Saudi stands. “A decade ago, it was rare to see parents, daughters and sons attending events side by side,” Al-Saud said.

Now, stadiums brim with multi-generational energy. Al-Saud said: “Girls are proudly wearing team jerseys, parents are cheering with their children and young fans are recognizing themselves in the athletes they watch.”

She calls this phenomenon “a ripple effect where sport becomes a shared cultural language” — a testament to Vision 2030’s societal impact.

Challenging global perceptions remains intrinsic to her work. “We viewed every global event as a fresh opportunity to open a new window,” she said, countering stereotypes with experiential proof — be it through world-class venues or volunteers’ warmth.

Her creative arsenal relies on authentic storytelling: “We flip the script by designing campaigns that don’t just market a match or a race, they tell stories.”

These narratives, showcasing international fans’ pilgrimages or homegrown talent, serve a higher purpose: “Our role goes far beyond ticket sales; it is about inspiring the next generation of athletes.”

As chair of the Women’s Sports Committee, Al-Saud wields platforms like the WTA Finals as catalysts. “It’s never been enough to simply host a women’s tournament,” she added.

Her strategy is inclusion at every level: “We use these platforms to show that Saudi women are athletes, leaders, strategists and innovators.”

From mentorship programs to leadership panels, the objective is unequivocal: “Redefining roles not just on the court, but in boardrooms, production teams and strategy tables.”

Amid the scale of progress, human moments anchor her. She vividly recounts the Italian Super Cup: “Watching them, dressed in their club colors, walking through our fan zones with their children, laughing, taking photos, I felt an overwhelming sense of pride.”

In that instant, the mission crystallized: “It wasn’t just about the game. It was about ������Ƶ becoming a magnet for people who love sport, wherever they come from.” For Al-Saud, those smiles are more than rewards — they are proof that sport can build bridges no statistic can measure.

LAGOS: Nigeria’s President Bola Tinubu on Monday hosted and splashed gifts on the triumphant national women’s football team who overcame poor preparations and missing payments to win their record-extending 10th Women’s Africa Cup of Nations title.

The Super Falcons’ comeback 3-2 victory over host Morocco in Saturday’s thrilling final was applauded by Tinubu and many in Nigeria, a football-loving nation where passion and hard work often triumphs over institutional challenges.

The continental success, analysts say, papers over the mismanagement of the women’s team by the country’s authorities. The success of the country had come in spite of the country.

“They have been able to dominate even though the Nigerian soccer authorities do not put as much funding, care, attention, and planning into the way the women’s national team is run,” Solace Chukwu, a Lagos-based football analyst, told The Associated Press.

A difference in treatment

The team had been owed match bonuses for years, once resulting in a training boycott in 2022. Even as they triumphed on the way to the finals in Morocco, the backlog of payments was only approved by the president days before Saturday’s final. They also could not hold competitive friendly matches and their training kits were said to not have been available.

It is a common problem in Nigeria where sporting competitions are often dogged by issues of underfunding, corruption, and mismanagement that have led to high-profile scandals resulting in athletes choosing to represent other countries in protest.

Women’s teams are affected the most, partly because of how women have always been viewed in the Nigerian society, according to Oluwashina Okeleji, a sport analyst with focus on Africa.

“The argument from the (Nigerian) federation is that the men bring more money than the women, but the truth is the women bring most prestige, honors, and titles to Nigeria,” Okeleji said.

A spokesperson for the Nigeria Football Federation, the country’s governing soccer body, declined to respond to the allegations.

Victims of success

The Nigerian women’s team has exercised a near-total dominance in African football, which is partly credited to a head-start in the women’s game. Nigeria created the first football league for women in 1978, years before their counterparts on the continent.

However, the gains have not catapulted the team to similar achievements on the global stage in what analysts say is a failure of the authorities to capitalize on this early advantage.

“The men’s team is huge generally within the administration of Nigerian football as the cash cow,” Chukwu said.

The gifts now promised by the president, including money and property, have not convinced the fans.

“This one-time payment and apartment does not make any sense. For what? What they need is investment in the facilities, the staff, and payment. The lack of investment in women’s football is one of the reasons why it is not as high quality as the men’s,” Funmi Obasa, a football fan in Abuja who follows the women’s team, said.