NEOM MD Jan Paterson on Pioneering Sports Innovation, Gender Equality, and Global Impact through Strategic AFC Partnership

iSportConnect’s Taruka Srivastav spoke with Managing Director (Sport) at NEOM, Jan Paterson who is at the forefront of a transformative vision that integrates sports, technology, and community engagement. Under her leadership, NEOM has emerged as a dynamic hub for sport, innovation, and inclusivity, aligning with Saudi Vision 2030. In this exclusive interview, Jan shares insights into NEOM’s strategic partnerships, including the groundbreaking collaboration with the AFC (Asian Football Confederation). We explore the significant milestones achieved over the past four years, NEOM’s commitment to empowering women in sports, and the future initiatives that will continue to drive progress in the region.

Reflecting on the past four years, what notable achievement has resulted from NEOM’s partnership with AFC?

One of the partnership’s key focuses is accelerating excellence through talent development, pioneering sports technology and making sport accessible to all​.

Our Shuhub Community Program, a key grassroots youth initiative, has engaged 10,000 young people in Riyadh, Jeddah, Dammam, and Tabuk. The partnership enabled them to participate in AFC matches as players’ mascots, centre circle children, and the first-ever trophy handover children at the AFC Champions League 23/24 Final.

Additionally, over 5,000 NEOM residents have actively engaged with AFC events, boosting community involvement and NEOM’s global awareness across 190 territories aligning with Saudi Vision 2030 .

Furthermore, aligned with NEOM’s commitment to tech and innovation, the successful pilot of the inaugural AFC eAsian Cup 2023 was a pivotal starting point in our journey together to support  esports participation across the region and one we look forward to leveraging further over the next five years.

What new advantages does the extension of this partnership bring to NEOM?

The extension of this partnership offers several new advantages to NEOM, aligning with both immediate and long-term strategic goals.

As the presenting partner of the inaugural AFC Women’s Champions League 2024/25 season, NEOM is highlighting its support for the promotion of gender equality in sport and inspires young women, both athletes and spectators, across the region. This is hugely exciting for NEOM as equality and diversity are key to the NEOM Sport Strategy. 

Additionally, NEOM will be the presenting partner of the AFC Champions League Elite Finals 2024/25, providing unparalleled global exposure and bolstering its international reputation, especially during key matches in Saudi Arabia. Over the next five years, this partnership will amplify the NEOM brand, align it with the developing sport ecosystem, and attract investments and talent, highlighted by prestigious events like the AFC Asian Cup 2027™. 

Beyond this, the extension signifies our commitment to innovation and inclusively in sport. We have a new era ahead of us and by using our co-created ‘Champions of Progress’ initiative we will use the global platform of football to drive positive change across the region, by delivering activations and developing the next generation of talent, from grassroots participants to elite players across AFC competitions. Furthermore, it aims to develop future sports leaders by providing NEOM graduates with international training and development opportunities.

Overall, the extended partnership bolsters NEOM’s role in the sporting landscape while contributing to broader social and economic goals, in line with Saudi Vision 2030.

Can you highlight some of the successes in women’s sports achieved under NEOM’s initiatives?

NEOM Beach Games annually hosts leading global sports events, offering equal opportunities for men and women. We’ve welcomed over 115 world-class female athletes from 25 countries to compete in five sports, showcasing NEOM as a premier, inclusive sports destination, including NEOM’s 2023 gold medal triathlete Cassandre Beaugrand from France, who won gold at the Paris 2024 Olympic Games and World champion Rajiah Sallsabillah from Indonesia who won gold at the inaugural NEOM International Federation of Sport Climbing IFSC Masters in 2023 and achieved 4th in the Olympics. As well as the Games inspiring a much younger generation of athletes, with the Saudi women’s 3×3 basketball team competing in the final against a team from Qatar, with 6000 spectators on site for the match.

Across our NEOM McLaren Electric Partnership: Cristina Gutiérrez joined as a driver for the 2024 Extreme E season. Additionally, four Saudi NEOM graduates, including two women, secured year-long placements with McLaren Racing based at their technology centre, promoting gender parity in sports business.

And NEOM Sports Club (SC) has developed multiple women’s sports teams with notable achievements:

• Women’s football team reached the league play-offs last season.

• Rawda Alasiri secured third place in the northwest region boxing final.

• Ashwaq Alshehri won gold in the female 30-34 category in a regional Triathlon in Saudi Arabia in January 2024.

For our Rise100 sport climbing event, we welcomed the participation of Emily Harrington, the first female climber of El Capitan, and Raha Mubarak, the first Saudi woman to climb Mount Everest, further inspiring the local climbing community.

It’s these initiatives that highlight NEOM’s commitment to fostering female sporting  talent and ensuring gender diversity and inclusion in sport.

How is the AFC partnership contributing to the empowerment and advancement of Saudi women in sports?

The AFC partnership significantly empowers and advances Saudi women in sports. With over 330,000 registered female athletes and 40 national women’s teams, Saudi women are closer than ever to achieving international success. Women’s sports participation in Saudi Arabia is only 2% behind men’s, with 70,000 women and girls playing football weekly. As the presenting partner of the AFC Women’s Champions League 2024/25, NEOM offers Saudi women unprecedented global visibility and opportunities. This partnership enhances the profile of women’s football and encourages more Saudi women to pursue sports professionally. Furthermore, NEOM Sport’s commitment to gender equality is evident with an equal employee split within the sector, ensuring Saudi women hold equal footing in advancing in sports.

Furthermore, NEOM leverages community platforms to promote and amplify the voices and performances of women in football across Asia through the AFC Women’s Series. These efforts create a supportive environment for female athletes, inspiring the next generation of Saudi women to pursue their sporting ambitions. By providing access to top-tier competitions and exposure, NEOM’s partnership with the AFC is a pivotal step.

What is NEOM’s strategic approach to sports, and what are the key future plans to further develop this sector?

NEOM’s strategic approach to sport focuses on creating an innovative hub where sport thrives and opportunities are both broad and for all;  where major events can expect world-class infrastructure and delivery, maximizing the natural landscape for adventure sports to increase varied participation and placing sport at the heart of lifestyles to become the most active society, enabling an active lifestyle for all and a platform upon which sporting excellence has grown. By forming key partnerships, like the one with the AFC, NEOM aims to inspire a new era of sport in the region.

Our future plans for the sport sector include…

Infrastructure development through building tech enhanced state-of-the-art sporting facilities to host international events and provide training hubs for local and international athletes.

Talent identification and development, by establishing academies and centres of excellence to nurture young talent, ensuring a pipeline of skilled athletes for the future.

Hosting major events in NEOM, by attracting international sports events to inspire residents and provide platforms for athletes to compete at the highest levels.

Community engagement by launching initiatives to promote sports and active lifestyles among residents, ensuring widespread participation and enjoyment.

And economic integration, by leveraging sports to drive economic growth, NEOM aims to become an innovative sports hub by partnering with globally renowned sports brands.

NEOM is fully committed to using sport as a tool for positive social development and a key contributor to a new form of liveability. Through the NEOM x AFC partnership, we are fostering an active, engaged community and driving sustainable economic growth.