Skip to main content

01 CASE STUDY

The Saudi Games 2022

CLIENT

Saudi Games

SERVICE

PR & COMMS

DATE

15.11.2022

THE BACKGROUND

The inaugural Saudi Games marked a major milestone in Saudi Arabia’s investment in development, sports and quality of life, as outlined in The Kingdom’s ambitious Vision 2030 programme.

The 2-week sporting festival, featuring 6,000 amateur and professional athletes competing in  45 sports across 20 venues in Riyadh, was the biggest single-city sporting event in the Middle East and demonstrated Saudi Arabia’s capabilities to one day host the Olympic Games. 

The Saudi Games were open to the public with preliminary qualifying and trials beginning in February 2022 ahead of the Games’ official commencement in November. Designed to provide valuable competitive experience for its up and coming professional and elite development phase athletes, the Games also aimed to encourage participation in sport at all levels with open access to trials and facilities across the country. 

The SMG worked alongside CMO of the Saudi Olympic Committee Karim Younes to support the Saudi Games communication team in delivering these first ever national games while managing Saudi media, building the Games’ brand and its overall Communication strategy and managing crisis communications over the 11 days of events. 

THE BRIEF

 

  • PR & Communications Strategy
  • Establishing and Distributing Key Messages and Values of the Saudi Games
  • Management of Saudi Media
  • Social Media Content Creation
  • Coordinate other service providers and support agencies
  • Crisis Comms

THE RESULTS

ITEMS OF COVERAGE

3361

INTERVIEWS COORDINATED

105

VIDEOS PRODUCED

2514

MEDIA ACCREDITED

235

BROADCAST HOURS

187

NEXT PROJECT

MotoGP Grand Prix of Qatar 2023

SMG's UK and MEA teams seamlessly collaborated to create bilingual digital content in Arabic and English, ensuring direct engagement with each target audience and fully delivering on the client's brief.