ESTAAD shows Saudi Arabia is playing in the big leagues of global sport

The ESTAAD 2025 conference drew delegates from across the global sports and entertainment industry to the Riyadh Exhibition & Convention Center, where leaders gathered under the patronage of the Saudi Ministry of Sport for four days of discussion, strategy and international networking, from 17-20 November.

Named after the Arabic word for stadium, istad, ESTAAD is global in scope, bringing together international federations, architects, athletes, investors and mega-event organisers from every continent. The event is part of Cityscape Global 2025, the world’s largest real estate exhibition, which organisers say welcomed more than 170,000 visitors this year.

ESTAAD focused on major-event infrastructure, elite performance, tech-driven fan engagement and long-term national policy. The event underscored how deeply sport and entertainment now sit within the Kingdom’s Vision 2030 transformation.

Sports strategy meets global ambition

From the opening session, speakers framed sport as a national priority for Saudi Arabia, linking the country’s sweeping programme of mega-events to its broader social and economic transformation. Bader bin Abdulrahman Alkadi, Saudi Arabia’s Vice-Minister of Sport, set the tone by connecting grassroots participation, major-event hosting and international credibility. The Kingdom’s preparations for Expo 2030, the Asian Games 2034 and the FIFA World Cup 2034 were repeatedly cited as emblematic of its long-term commitment to sport, entertainment and tourism.

Alkadi stressed the need for innovation and integrity in the next decade of hosting and development. He underlined that “whatever we do in sports, we do it for our people,” pointing to rapid growth in participation and the alignment of community sport with elite development.

Giorgio Marchetti, UEFA’s Deputy Secretary General, added a global perspective, discussing the future of international football and the importance of connecting emerging host nations with established football markets.

Voices from athletes and coaches

The athlete and coach perspective brought energy and depth to the programme. Fabio Capello, the legendary manager known as “The Championship Contractor” for his abilities at landing major titles, spoke about adapting to different team mentalities, the challenge of instilling a winning approach and the significance of leadership.

Edwin van der Sar, the former Manchester United goalkeeper, reflected on resilience and the pressures of modern football during an interview and fan meet-and-greet.

A fireside chat featuring Prince Khalid bin Mohammed AlSaud, Chairman of Diriyah Club Sports Company, and former Liverpool defender Mamadou Sakho explored the role of community development in Saudi sport. “You can see here in Saudi Arabia, they invest a lot in sport, which is good for the next generation,” Sakho said. “What they used to see only on TV, they can now see in the stadiums here.”

Building the next generation of stadiums and districts

Much of ESTAAD focused on the physical infrastructure that will carry the Kingdom’s ambitions. Architects from Populous, Zaha Hadid Architects and other major practices joined Saudi developers to examine the shift toward multi-purpose, mixed-use districts designed to attract fans year-round rather than only on match days. Sessions explored how stadiums are being reconceived as entertainment anchors, where data-driven operations, adaptive design and immersive technology merge to create venues that are commercially viable, culturally rooted and globally competitive.

Rachel Sturgess, Senior Vice President at Tahaluf, the event organiser, said ESTAAD “showcased the calibre of ideas and ambition shaping what comes next. From immersive showcases by leading exhibitors to strategic conversations around sport, stadiums and the road to FIFA World Cup 2034, ESTAAD is where vision turns into delivery.”

Sport and entertainment as engines of economic diversification

Discussions around investment and commercial strategy highlighted how sport has become central to Saudi Arabia’s plans to diversify its economy. CEOs from leading Saudi clubs, including Al Nassr, Al Hilal and NEOM SC, discussed club development, global partnerships and the growth of the domestic football ecosystem. A panel featuring Khalid AlKhudair, CXO of SNB, explored how the region is evolving through lessons taken from Qatar 2022 and ahead of the United States’ hosting of 2026. “Today everything is happening in Saudi Arabia, as you can see from this event in itself,” AlKhudair said. “The number of events that are taking place here, and even abroad but organised by the Kingdom, is phenomenal.”

Integrity and governance take centre stage

A major thread running across ESTAAD was the drive for stronger governance and credibility. In partnership with the Sport Integrity Global Alliance (SIGA), the event hosted the inaugural Sport Integrity Awards, recognising organisations and individuals committed to ethical conduct, transparency and leadership. The awards formed a centrepiece of the programme and underlined that the Kingdom’s global ambitions will rely not only on infrastructure and investment, but on trust.

Panels on legacy events, women’s sport, para-sport and the reinvention of league structures reinforced the sense that inclusion and integrity must be foundational. Kely Nascimento, Chief Impact Officer at Hadaf Global, joined FIFA World Cup veterans Sakis Batsilas and AlKhudair to highlight the importance of cross-regional collaboration and continual improvement in event hosting.

The expanding entertainment and esports landscape

ESTAAD also looked beyond traditional sport to the wider entertainment economy. Panels on premium hospitality, mega-event tourism, esports governance and digital fan engagement offered a view of a sector accelerating toward blended experiences. Hotel groups, gaming executives and technology specialists described the rise of connected entertainment districts and the race to understand what fans, and future fans, really want.

Across four days, ESTAAD presented a panoramic view of an industry undergoing rapid change. It offered a glimpse into how Saudi Arabia is positioning itself as a global hub for sport and entertainment, combining infrastructure, investment, governance and talent into a Vision 2030 strategy that is now taking visible shape.

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