Jan Paterson
managing director
NEOM Sport Sector
For NEOM, this includes building a sustainable economy, fostering talent and healthy, thriving communities, and protecting nature with innovative urbanism. One way NEOM aims to achieve its vision is through its investment in dynamic and emerging sports with the goal of encouraging active lifestyles within its communities. We caught up with Jan Paterson, NEOM Sport Sector’s Managing Director, and Erin McEvoy, NEOM Sport’s Director of Events, to explore NEOM’s role in inspiring progress and accessibility at the heart of sport.
What is the strategic thinking behind NEOM’s focus on actively supporting the development of dynamic sports that have significant growth potential, both in the region and worldwide?
JP: “Our approach at NEOM is centred on creating an ecosystem that champions active lifestyles, nurtures talent development pathways, and advances sports technology and innovation. We see dynamic sports as a gateway to new areas of growth, not just across Saudi Arabia but also on a global scale.
“Supporting these sports aligns with NEOM’s commitment to fostering a future-forward, diverse sporting culture, one that reflects the aspirations of Saudi Vision 2030, supports the national sport strategy and inspires athletes from all walks of life. It’s about unlocking potential and demonstrating that NEOM aims to be a leader in this space. By creating an inclusive and accessible environment, we’re placing sport and physical wellness at the heart of daily life, driving both human wellbeing and sustainable economic growth.”
To what extent do you believe this support can integrate sport into the fabric of NEOM’s communities and ultimately champion active lifestyles?
JP: “Sport plays a crucial role in how we build our communities. By embedding sport into the very fabric of NEOM – whether through local programs, accessible venues and facilities, hosting major events or partnerships with national and international federations – we are creating an environment where participation in sport becomes a natural part of daily life.
“As an example, the Shuhub Community Football Program aims to support the development of the next generation of Saudi talent and provide football opportunities for young people of all abilities across Saudi Arabia. Since 2022, the program has seen a positive impact, reaching 10,000 girls and boys across four cities in the Kingdom. This, along with the other initiatives and collaborations in NEOM’s portfolio, such as the workforce wide cricket program delivered for women and men with our partners Rajasthan Royals, is a pivotal part in driving our vision forward.”
How important is the NEOM Beach Games as a tool for developing dynamic sports and encouraging greater participation in the region?
JP: “The NEOM Beach Games is the cornerstone of our events portfolio, which in turn is a key pillar of our sports strategy, serving as both a showcase for dynamic sports and a platform for inspiring greater local and national participation. In 2023, we welcomed over 800 athletes and technical officials from over 45 nationalities, including Olympic medallists such as sport climber Veddriq Leonardo, 3×3 basketball player Worthy de Jong, and triathletes Cassandre Beaugrand, Hayden Wilde and Léo Bergère, all of whom competed at Paris 2024.
“The five sports [of triathlon, beach soccer, 3×3 basketball, mountain biking and sport climbing] drew more than 13,000 spectators, with a full arena and 6,000 people on site for the 3×3 basketball women’s final. By hosting world-class athletes and events, we are not only raising the profile of these sports but also creating a direct connection between global excellence and local talent development. It’s a tangible example of how we’re bridging the gap between high performance sport and grassroots participation.”
What impact have you seen on participation in sports that have featured at the Games, and what are your future expectations?
JP: “Local participation is growing with volleyball, basketball, karate, taekwondo, table tennis and football being offered by NEOM Sports Club at a community and national competition level, which is a huge positive for us. We’re also hearing from international athletes, IFs and rights-holders, who are now considering NEOM as a destination for competition. Going forward, we are looking for this to continue, with more young people getting increasingly more involved in these sports and, in parallel, hosting more events.”
Beyond the Beach Games, how important is it for NEOM to establish community-focused programs that can build on the exposure enjoyed by these sports at the Games?
JP: “Redefining liveability and therefore sport and physical activity is at the core of NEOM’s long-term vision. The NEOM Beach Games is a fantastic showcase, but it’s this, together with the day-to-day community initiatives, that are driving lasting change. We are working closely with national federations to ensure that the model from the NEOM Beach Games translates into real opportunities for participation, from youth programs to talent development pathways. These initiatives are crucial for building the sporting culture we envision for NEOM and the wider region.”
How do you hope to support and develop sports like triathlon, climbing and open water swimming – introduced to the Games schedule this year – beyond the event?
JP: “Our focus is on growing triathlon, sport climbing and open water swimming in the same way we approach all sport development in NEOM – through established and supported partnerships with national federations and delivering events that inspire long-term participation. This isn’t just about a one-off commitment; it’s about creating long-term development pathways for these sports to thrive in our communities and across the region.
“We are building a foundation that will continue to evolve and expand well beyond the NEOM Beach Games, ensuring these activities become a fundamental part of everyday life in NEOM. Participation across both girls and boys in sport has seen a dramatic rise in the last five years in the Kingdom and we at NEOM aim to contribute to that growth, such as the 70,000 young women now playing football and the 15,000 girls enjoying tennis in schools for the first time with 97 female coaches. Female sports participation is only 2% behind the men and has increased by 150% since 2015.”
What initiatives has NEOM used to spearhead cricket, and your expectations for the future of these schemes and the sport as a whole in the region?
JP: “Cricket has seen a remarkable rise in popularity in NEOM, and we have been working hard to support that growth. We have partnered with the Rajasthan Royals to create youth and community programs, to offer cricket opportunities for men and women, boys and girls alike, in the NEOM community. Since our first season, the participants in our workforce wide cricket program have increased by 73%, with nearly 1,300 people and doubled the number of teams engaged.
“We also launched the women’s cricket initiative this year – the month-long pilot was a huge success with 90 participants from 16 countries. By working alongside the Saudi Arabian Cricket Federation, our goal is to make cricket one of the cornerstone sports in the region, offering both recreational opportunities to women and men as well as pathways to elite competition.”
How important is it to encourage participation among women and children, and what initiatives have NEOM put in place to support those areas of development?
JP: “Inclusion and accessibility for all is central to all we do in NEOM. We have launched initiatives in close collaboration with partners to ensure there is diversity in the opportunities offered, catering to a wide range of demographics. Our partnership with the Asian Football Confederation looks to accelerate excellence in the sport across women, men and different ages. Equally, our McLaren Electric Racing partnership promotes awareness and offers professional development opportunities for young Saudi graduates within the sports technology and innovation space.
“Wider examples here include dedicated community events, like the cricket program and BMX and skateboarding. This reflects our commitment to fostering an active lifestyle across all communities, while ensuring the sport activities we offer attract younger generations. It’s vital for us to ensure that sport is accessible to everyone, regardless of gender, age or background and we look to ensure our initiatives reflect this.”
In terms of facilities, how well equipped will NEOM be to support
the growth of these sports in the coming years?
JP: “NEOM aims to be an innovative hub for sport, building world-class facilities to support the region’s growth. The Adventure Sports Hub, for example, will be a
key destination for sport climbing, scuba diving, kite surfing and other adventure sports. These facilities are being designed with cutting-edge technology, catering to local communities as well as high performance athletes.”
How does NEOM work with sporting federations to put programs in place to support the growth of these sports?
JP: “Collaboration is key. We work hand in hand with federations like the Saudi Triathlon Federation, the Basketball Federation, Saudi Cycling Federation, and the Saudi Climbing and Hiking Federation among others, to ensure that our programs align with both local development goals and global standards. These partnerships are based on a shared vision for the future of sport.”
How important is access to elite sport in NEOM as a vehicle for encouraging grassroots development?
JP: “High performance sport plays a crucial role in inspiring the next generation of athletes and fostering grassroots development. By hosting world-class events and creating opportunities for local talent to interact with top athletes, we create a tangible pathway for aspiring athletes across the Kingdom. It’s not just about watching from the sidelines – it’s about ensuring an environment where local athletes can train, develop and compete on the global stage. This combination of high-performance sport and grassroots development is at the heart of our strategy and in support of the national sport strategy and Vision 2030.”
How important is it for NEOM to build a varied sports event portfolio to attract as wide an audience as possible? Or is there a greater focus on a smaller number of sports and optimising the impact of those events?
JP: “It’s a bit of both. On one hand, we’d like to make sure we are offering a variety of sports to engage different communities and audiences. On the other hand, we’re ensuring we are building a reputation for excellence in the sports we do host in partnership with the international federations and rights-holders. As an example, our mountain resort Trojena will host the 2029 Asian Winter Games, in support of the wider plan to grow a diverse range of sports. It’s about making sure that we continue to build our capability and capacity in delivering both Olympic and non-Olympic sport events.”
Erin McEvoy
Director of events
NEOM Sport Sector
How has the growth of the NEOM Beach Games contributed, and how will it continue to contribute, towards the growth of dynamic sports in the region?
EM: “The NEOM Beach Games has grown from strength to strength over the years and has provided a platform for sports that may not always be in the primary spotlight. We’ve been able to engage the community, attract international attention and develop local talent. It’s about continuing to develop a culture of sport here in NEOM, not just for spectators but for participants. This year, we will see more than 80 Olympians from Paris 2024 compete at the Games and we anticipate momentum will only continue as we go forward.”
What are your plans for future development of the NEOM Beach Games in terms of sport inclusion?
EM: “Our approach is gradual, and we’re very intentional. We’d like to grow while maintaining what makes the NEOM Beach Games special. We’re always evaluating what makes sense to include, based on infrastructure, resources, and, most importantly, what resonates with the athletes and audiences. We may add sports over time, but it’ll be done with thought and care, ensuring quality over quantity. The focus is on delivering an excellent athlete experience while hosting sports that showcase the NEOM landscape.”
What was the thinking behind adding open water swimming to the Beach Games program?
EM: “Open water swimming was a natural fit for NEOM, given the incredible coastline. We saw this as a unique opportunity to introduce a sport that not only challenges athletes but also aligns with our broader vision for NEOM, as a natural home for performance. It’s a discipline that promotes endurance, resilience and a connection with the environment.”
How do you collaborate with international federations to ensure the legacy of their sports at the Beach Games survives beyond the conclusion of the event?
EM: “It’s all about partnership. We’re thinking long-term – beyond focusing on delivering a one-day or week-long event. We work closely with international rights-holders and national federations to ensure that these sports have a lasting impact, that there are structures in place to keep people engaged and that talent pathways are being built. Whether it’s through grassroots programs, national federations or ongoing events, we’re aiming to build legacy with everything we do. We want to turn today’s talent into tomorrow’s sporting heroes.”
