NEOM championing grassroots to build lasting legacy of Saudi women’s football
As Saudi Arabia pushes forward with its Vision 2030 ambitions, women’s football is emerging as a powerful symbol of social change, opportunity, and national pride.
Fueled by significant government investment and endorsement, stakeholders across the football ecosystem have driven positive performance, commercial and societal change.
At the heart of this transformation is NEOM, whose investment in grassroots sport is redefining what’s possible for young girls across the Kingdom.
“At NEOM, we see sport, in its broadest sense, as a core pillar in building a future-focused society, one that is inclusive, active and ambitious,” said Jan Paterson, Head of Sport at NEOM, in an interview with Al Arabiya English.
“Women’s football is a powerful demonstration of that vision.”
Moreover, in March 2025 NEOM S.C. Women’s Football Team secured promotion to the Saudi Women’s Premier League, the best of women’s football in the Kingdom – an achievement that underscores the rapid growth of the sport across Saudi Arabia.
Building from the ground up
NEOM has taken an active role in forging that pathway with the launch of its grassroots development program ‘The Shuhub Community Football Program.’
Launched in 2022, the program has already reached more than 10,000 children, aged 7 to 12, across four major cities in the Kingdom: Tabuk, Riyadh, Jeddah, and Dammam.
“It’s more than training – it’s a core development platform, offering access to football in a structured, inclusive environment,” Paterson said.
“We are looking to ignite that passion for football from an early age, giving girls and boys the confidence and support to grow, and showing families that football can be a real and achievable pathway for all.”
Embedding sports into daily life
A core value of NEOM’s approach is ensuring that sport is embedded in daily life – not as a luxury, but as a norm.
“It’s about embedding sport and physical wellness into everyday life, and ensuring every girl has the chance to participate in football, from grassroots and upwards at all levels,” Paterson said.
The data has begun to reflect the momentum, she said.
According to NEOM’s report ‘Pioneering Change: Women’s Football in Saudi Arabia,’ girls’ participation in football has surged, with grassroots figures climbing to 77,000.
This is part of a broader trend – the Saudi Arabian Football Federation’s Girls’ (SAFF) School League has seen participation grow from 48,000 to over 70,000 – a 46 percent increase year on year.
Over the same two years, the number of regional training centers (RTCs) – dedicated facilities and programs for 6–17-year-olds outside of the school system – has increased from one to six.
This has enabled the number of players in attendance to skyrocket from 22 to 192 – a 773 percent increase from 2021 to 2023.
“The rise in women’s football participation reflects a shifting landscape across the region more broadly,” Paterson said.
“Increased visibility of women’s football through broadcast and social media coverage, strategic investment from [SAFF] in Regional Training Centers” have all helped pave the way.
There’s clearly a generation that’s eager to play, according to NEOM’s head of sport. And for many families it’s their first time supporting girls in football.
This is a reflection of the commitment from parents, teachers and communities.
Still, access remains one of the biggest challenges – especially in rural areas, according to her.
“What we have seen, though, is that when you create the right conditions, the demand is there,” she noted. “We are not just seeing the numbers grow, we are building belief and confidence in every child.”
Success stories from Shuhub highlight this transformation.
“One of the girls told us she had never even kicked a football before joining the program, now she trains twice a week and dreams of becoming a professional,” said Paterson.
In regions like Tabuk, where access was once limited, “watching young players working with FIFA-certified coaches and witnessing the progress… speaks volumes.”
Bringing Saudi talent to the international stage
NEOM’s ambitions extend beyond domestic efforts.
As presenting partner of all AFC women’s series – including the inaugural AFC Women’s Champions League in 2024 – NEOM is working to bring Saudi talent onto the international stage, Paterson said.
“The AFC provides a global stage to showcase NEOM’s vision and connect with millions of passionate football supporters, young and old,” Paterson said.
This includes initiatives like the Referee Escort Kids program, which gave 28 children from Jeddah Pro and Jeddah United the chance to meet international players and witness elite-level football up close during the AFC Asian Champions League finals.
“Giving young people lifetime sporting memories drives longer term sport participation,” she explained.
NEOM’s own women’s football team has become a trailblazer itself, recently earning promotion to the Saudi Women’s Premier League after a dominant season.
The final stage
This elite success is designed to be the final stage of a well-developed pathway that begins at grassroots, according to her.
“Nurturing interest at the grassroots level both in and out of school environments helps to develop a sustainable pipeline of talented female footballers who will contribute to the success of both club and national teams,” she said.
“Girls, women, boys and men will have access to sport facilities across NEOM – irrespective of age and capability… Bridges are being built that connect these young players to structured, talent pathways through regional training centers and professional clubs like NEOM Sport Club.”
Paterson is clear that the next five years will be critical, adding that the goal is to see these training centers full of athletes and for “young girls across the Kingdom [to believe] that football is for them.”
And while winning trophies is one of the goals, NEOM’s focus is broader, Paterson said.
“Success… goes far beyond winning trophies. It’s about developing infrastructure and increasing both national and international participation.”
The work of NEOM is firmly aligned with Saudi Arabia’s wider Vision 2030 and the Quality of Life Program, which aim to promote wellness and equality through sport, Paterson told Al Arabiya English.
And, “To sustain and scale this momentum, we need continued investment in infrastructure, coach education and new competition formats,” she added.
