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Arena Market: Saudi Arabia

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Saudi Arabia is the most populous country in the Gulf region, with massive potential for live entertainment now it’s opening up as a viable destination for international artists.

A huge venue-building programme is getting underway, and the country is now being seen as a focal point for promoters and concert organisers, given its close proximity to the UAE, Israel, Kuwait, and Bahrain.

While some companies and artists are less than keen with being associated with the more troubling aspects of the Saudi regime, the commercial potential of the market is significant, with a population of 35m – over a third of them aged 15-34.

“The desire for people to go and see live events in Saudi Arabia is stronger than anything I’ve seen in 35 years in the industry,” says Iain Campbell, ASM Global EVP of the MENA region. “With all the venues planned for Saudi Arabia, and potentially three in Riyadh alone, there could be a tour circuit of this country alone.”

“The desire for people to go and see live events in Saudi Arabia is stronger than anything I’ve seen in 35 years in the industry”

The crown jewel of those planned venues is the 20,000- seat Jeddah Arena, which will be situated within the Airport City complex at the King Abdulaziz International Airport.

Due for completion in December 2025, the Jeddah Arena promises to be the country’s new home of entertainment, offering flexibility when it comes to hosting concerts, sporting and corporate events with exclusive event spaces, corporate hospitality suites, and VIP and club lounges.

The 25,000-capacity Al-Awwal Park, also known as the KSU Stadium and renowned as the home ground of Cristiano Ronaldo’s Al-Nassr FC, underwent a rebrand in late 2020, which saw its name being changed to Mrsool Park. Complete with fan zones, the venue’s overhaul will ensure its focus on family-friendly entertainment.

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