ACHIEVING NEOM's GOALS THROUGH THE POWER OF FOOTBALL

“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does.”

These words of Nelson Mandela have never resonated as much as they do right now.

Sport has played a pivotal role in starting the journey to help us all heal from this traumatic period in our lives. For me, sport and exercise is not only a form of escapism, but an activity which has contributed to physical and mental wellbeing during the pandemic.

With many fundamental issues being tackled through positive action in the sporting community, sport has established itself as an engine to inspire change and create a society that champions equality and inclusion.  Most recently, the social media blackout by top athletes and sporting bodies, in which they stood shoulder-to-shoulder with all those who have experienced discrimination, demonstrating solidarity against online abuse.

Today, as we see the wonderful opportunities that exist in Saudi Arabia, sport will play yet another vital role in shaping a brighter, healthier future.

At NEOM, we see the potential in sport to help us define the destination. As we work to bring our ambitious project to life, we have started to forge global partnerships that will enable us to achieve our objectives and reinforce our values.

We have a unique opportunity, a blank canvas to create the land of the future.

The wellness of our people sits at the heart of our vision and we will lay the foundation of this commitment through our recently announced partnership with the Asian Federation Confederation (AFC), using the platform to bring about a better future and create more opportunities for generations to come.

Football has established itself as a universal language and the AFC is capitalising on that through their vision: One Asia. One Goal.  This vision signifies the federation’s core values and aligns with our aspiration to establish an environment that not only cultivates the most physically active people, but nurtures talent from all over the region.

No matter where you watch a football match, the one thing that never changes is the passion everyone holds for the game. Football has the ability to cross political divides, unite communities and stand up in the face of adversity when it matters most.

How investments are used in the business of sport is critical - it must flow from the top down and bring benefits to every level – from grassroots right through to the professional game.

When I look at the region, I see an enormous opportunity and an abundance of untapped human potential that we can invest in together with the AFC.

People are the cornerstone to realising our vision and providing the right growth opportunities for our youth is key. We will be rolling out grassroots initiatives and talent development platforms that not only support future stars on the pitch, but those on the side lines and behind the scenes; sport scientists, coaches, and administrators to name a few.

 Innovation, technology, sustainability are all key pillars for NEOM and therefore areas of expertise that we will use to help the AFC accelerate its own development and fulfil its own vision.

This pioneering partnership will also integrate major AFC competitions such as AFC Champions League, AFC Asian Cup China 2023, in addition to supporting the AFC Women’s Asian Cup, the AFC U23 Asian Cup and both U20 and U17 youth tournaments.

By tapping into a sport so close to the hearts of billions of people around the region and the world – all ages, all languages, all walks of life – we hope to position NEOM on the world’s biggest stage as a future centre of sporting excellence and a global hub that accelerates human progress.

At NEOM, sport sits at the heart of our new model for sustainable living and it drives our vision of a new future.

Because we genuinely believe that sport has the power to change the world.