The strength of the sports returning to the roster for the NEOM Beach Games 2023 was a demonstration of the event’s appeal to rights-holders keen to explore new opportunities beyond short-term, bottom-line returns.
From October 21 to November 24, more than 800 athletes, coaches and staff members from around the world participated in triathlon, beach soccer, 3×3 basketball, mountain bike racing and sport climbing in NEOM, Saudi Arabia.
Of these sports, four returned to the schedule after the 2022 edition of the Games. Sport climbing was a new addition to the programme, with organisers focusing on sports that are relevant to the region and its future population.
Whilst the motivating factors for participation may have differed between rights-holders, one common denominator which brought them together for the third edition of the Games: a chance to be part of writing history in a region that has enormous possibility to grow.
Youth Appeal
According to Saudi Arabia’s General Authority for Statistics, 63% of the approximate 32 million population are under the age of 30, representing one of the youngest populations in the world.
This was certainly top of mind for FIBA, which brought its youth-focused 3×3 format to the Games, with the contests featuring six players on a half-court competition surface.
“Partnering with the NEOM Beach Games presents an opportunity to continue to introduce 3×3 – the world’s number-one urban team discipline – to more young people in a region with so much potential,” says Ignacio Soriano, 3×3 head of events and partnerships at FIBA.
The governing body has taken steady steps in its expansion into Saudi Arabia as 3×3 also featured prominently at the 2022 NEOM Super Quest event. Meanwhile, the NEOM Beach Games has also doubled up as a Challenger tournament in FIBA’s 3×3 World Tour.
Soriano is confident the return of the format to the Games this year will have inspired fans, not only to start playing, but also to look towards the Olympic Games, where 3×3 basketball is set to appear for a second time at Paris 2024.
Off-court activities in the region are also seen as imperative, and are a sign that FIBA is looking to NEOM as a launchpad for growth.
“We will be taking this urban sport culture and introducing it to the local community through player visits to local schools,” Soriano adds. “Visits like these live long in the memory of young people, and we are therefore looking forward to working with NEOM to create memorable grassroots experiences that will help shape the future of 3X3 in the region for generations to come.”
Shared Values
Similarly, Super League Triathlon (SLT) chief executive and co-founder Michael D’hulst stresses the intangible benefits that are felt through the organisation’s relationship with the NEOM Beach Games.
Shared values are at the heart of the partnership, which highlights a collaborative vision to boost active lifestyles, wellness, and a sports culture among communities, as well as high-performance athletes.
Furthermore, there appears to be a firm desire for SLT to continue staging events in NEOM.
“Super League Triathlon wants to be part of leaving a legacy that goes well beyond just hosting professional sporting events, and we have made such huge strides in NEOM that we see this as very much a long-term partnership that has huge benefits for everybody involved and the wider region,” D’hulst says.
“We are not trying to come into somewhere and convince people of the importance of our core values. NEOM has identified the importance of sport in the modern world and all the positive effects it can have and is putting that at its heart, which entirely aligns with us.”
Part of History
In addition to the grassroots sports development element that has drawn FIBA and SLT back to NEOM, the Games’ stated values of sustainability, diversity, and respect are key for Beach Soccer Worldwide (BSWW).
The body, which is recognised by FIFA, football’s global governing body, crowned Brazil and Spain as its respective men’s and women’s champions in NEOM. BSWW is eager to be considered as part of the future of sport, and NEOM – an extraordinary $500bn sports, entertainment, business and living development that represents a world first in terms of its scale – would appear to be a perfect fit.
As a result of this association with the future and NEOM’s enormous potential, BSWW wants to play a part in a broader vision.
“NEOM represents a completely different project that humanity hasn’t seen before, and by partnering with the Games, we can be part of this history,” BSWW’s head of partnerships, Oscar Jimenez Duran, says.
“The potential growth that the NEOM Beach Games have is something that seduces us. When NEOM is built, we will be able to look back and say, ‘we were there from the beginning’.”
In addition to the increase in participation, NEOM can offer a gateway to connect with an appealing target demographic.
Progress
BSWW has been fulsome in its praise of the Games’ year-on-year progress, as highlighted by president Joan Cuscó.
“The TV distribution and the media exposure have experienced exponential growth,” says Cuscó, who adds that “the pursuit of continuous improvement is evident” in NEOM.
“Our athletes couldn’t be happier with the facilities and that speaks volumes,” Cuscó explains. “Everything, from the Athlete’s Village to the main venue is state-of-the-art and ensures that everyone feels comfortable and ready to perform at the highest level.”
These sports that got involved with NEOM at an early stage through the Beach Games are clearly encouraged by the event’s expansion to date and future trajectory. As the NEOM project continues to grow, rights-holders that are committed to the NEOM Beach Games will be optimistic that even greater long-term benefits are on the horizon.