As Football stands out as one of the most beloved sports in the region, a survey was conducted among Saudi residents who are interested in football to understand their attitudes and behaviors towards big football tournaments. Interviewed people were categorized into 4 different groups.
6 in 10 people in Saudi are devoted football fans (57%), consistently following their favorite teams and engaging with football content, while 43% tend to be casual football followers, enjoying football during major events only.
Who are the devoted football fans? Analysis reveals that these are more likely to be local Saudi men belonging to the GenY. Meanwhile, casual football followers, referred to as football tourists and socializers, tend to be local Saudi women who enjoy the sport as a social activity.
Football Watching Habits
For Saudi residents, watching football is mainly about the excitement and thrill of competition (76%). It’s also a key way to spend quality time with family and friends (63%).
Television is the most popular medium for viewing (84%), especially that houses remain the places where people in Saudi mainly watch football. The strong preference for watching football games at home is further reflected in viewers' willingness to invest in paid services since when matches aren't available for free, 68% are ready to subscribe.
However, the football experience in Saudi extends beyond just watching the games, as viewers engage in various activities before, during, and after the matches.
When it comes to ads during major football events, 3 in 10 people (34%) said they pay attention to them. The top 3 brands associated with advertising during big football events are Pepsi (50%), Coca-Cola (46%) and Adidas (44%).
Shifting focus to the competitions themselves, the most followed football events among Saudi residents are:
According to the survey results, most respondents (92%) appear team-oriented, preferring to follow teams rather than individual players. Only a small fraction (8%) are player-first fans, who prioritize supporting players over teams. This group consists of young local Saudi women (GenZ) who show their support by following their favorite players on social media (67%) and watching every game they participate in (61%).
Saudi Professional League
As the upcoming Saudi Professional League (SPL) games approach, most Saudi residents are planning to watch the matches at home (75%) or at the place of friends and relatives (54%), while 41% are intending to watch the games at restaurants or cafés, and 35% are planning to attend at the stadium. These outdoor plans are particularly popular among males belonging to GenZ. Among SPL fans, 60% support Al Hilal, 34% cheer for Al Nassr, 31% for Al Ittihad, and 28% root for Al Ahli.
Watching the Euro Cup 2024
people in Saudi followed the whole tournament from start to finish (42%).
GenZ men showed the highest commitment, tending to watch all Euro Cup matches, while women were more likely to watch key moments such as the semi-finals and final.
Most residents in Saudi preferred the comfort of their homes when watching the Euro Cup this year.
Euro Cup 2024 attracted a significant number of television viewers in Saudi.
In terms of team support, Spain was the top favorite, given the very high chances that were associated with the team
Cristiano Ronaldo emerged as the top player among Saudi residents during the Euro Cup 2024.
of viewers continued watching the tournament despite their preferred teams probably not making it to the semi-finals.
of the audience said they are attentive to ads and remember most of them.
