If directing global attention towards the Kingdom of Saudi Arabia was its mission, then the fourth edition of the PIF Saudi International powered by Softbank Investment Advisers exceeded expectations.

By consistently attracting the world’s best players to play, the Saudi International continues to affirm its place as one of golf’s biggest tournaments, enabling Golf Saudi to enact its mission.

In short, the week created opportunities for Golf Saudi to inspire the people of Saudi Arabia to play golf through media coverage and with innovative concepts that engage and build trust with this target audience.

Successfully Driving Golf Participation Through an International Golf Event

Through previous campaign launches, including ‘Let It Fly’, ‘Ladies First’ and ‘Power of the Game’, Performance54 has helped Golf Saudi target would-be golfers, and last week’s event was no different.

The tournament was supported by a comprehensive, cross-channel campaign that reached domestic and international audiences. Below is a small selection of the activities that came to life during the 2022 edition of the event.

Golf Saudi joins EDGA to increase accessibility and inclusion across the Kingdom

Launched during a widely covered press conference, Golf Saudi announced its membership of the European Disabled Golf Association (EDGA) to help promote golf for all Saudi players, regardless of their ability.

Both parties have developed a joint programme to promote golf to Saudi citizens with varying disabilities, with the intention of making the game fully inclusive in the Kingdom.

Saudi war veteran, Amer Al Rumaih, attended the press conference to share his story and inspire others with disabilities to play golf. As the first beneficiary of the Golf Saudi access programme, Al Rumaih has received complimentary coaching and golf equipment over the past year to aid his development within the game.

Over the next 12 to 18 months, Golf Saudi will continue to work closely with EDGA and golf clubs across the Kingdom to ensure that the new access programme is available to all.

When two sports collide, the energy is raised

Inspiring local Saudis to take up the game demands unique and creative content that connects with them and addresses questions on the issues associated with the sport, such as its cost and accessibility. For people to believe that golf is a sport for them, they must see it for themselves.

By mixing golf with football, which is one of Saudi Arabia’s most popular sports, Fahad Al Otaibi was able to present his own entertaining take on the action and introduce golf to audiences in a way that was much more familiar to them.

The three-minute video, which can be watched below, demonstrates outside-the-box thinking to reach and excite fans with the tournament, whilst showcasing the sport to them in a more positive way that contradicts some of those traditional issues and inspires golfing uptake.

Golf and horse racing come together at the Saudi International

Last year’s Saudi Cup-winning jockey, David Egan, swapped the racecourse for the golf course to team up with Lee Westwood, Jason Kokrak and Jhonattan Vegas during the PIF Saudi International, to showcase sporting participation ahead of The Saudi Cup, another of the country’s biggest sporting events.

Like with the football commentator piece, this cross-promotional partnership used out of context marketing that mixed golf and another very popular sport to increase audience visibility for both.

Supporting this purpose was Lee Westwood, who has had plenty of success as a racehorse owner himself: “The Kingdom is introducing sports to new audiences, and the PIF Saudi International and The Saudi Cup continue to create the perfect opportunity to watch international champions compete in their own country.”

This piece was only the start of a new partnership between the two sports. With more exciting activity planned this year, golf’s connection to horse racing in Saudi Arabia is only set to increase, so stay tuned.


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