The Saudi Arabian General Investment Authority (SAGIA) is the Saudi Government’s entity, responsible for promoting foreign investment into the Kingdom. Under the umbrella ‘Invest Saudi’, the country’s untapped business potential and key sectors are promoted as a future-ready investment destination, contributing and realising the country’s outlined Vision 2030.
Performance54 was tasked to design and activate SAGIA’s partnership with the inaugural Saudi International powered by SBIA. The partnership was formed based on SAGIA’s ambition to highlight the sports and entertainment sector’s investment potential and to utilise the opportunity to host international investors to showcase a new side of the country that many have never seen before. Performance54 organised a 3 day-VIP hospitality program targeting international investors and media. The program included a welcome dinner, Pro-Am and power lunches in partnership with other key stakeholders. A campaign narrative was created around ‘Golf means Business’ and was rolled out across the program and PR. Invest Saudi also announced a partnership with Saudi Arabia’s first professional golfer Othman Al Mulla.