Golf’s most dynamic new market
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ClientGolf Saudi
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Services RenderedBenchmarking & Analysis, Capacity Modelling, Strategic Development, Operational Modelling
Our long-lasting relationship with Golf Saudi began in 2018 when 54 was commissioned to help develop the national strategy for golf in Saudi Arabia. It was a country with fewer than 10 grass golf courses at that time. Today, Saudi Arabia is known as one of the world's fastest-emerging golf nations in terms of infrastructure and participation, and it is soon to become a leading destination for golf tourism.
Our task was to model a prosperous domestic golf market in Saudi Arabia, whereby a circular economy and broad sustainable practice would underpin the governance of the sport, creating participation, education and employment opportunities in golf. As such, golf was envisioned as a tool to enhance welfare among the people of Saudi Arabia.
This roadmap was created to adhere to the vision of golf becoming a self-sustaining industry, delivering benefits back to the national economy but independent from central government funding.
2.8m projected golf participants by 2030
Following early feasibility work, 54 and the Saudi Golf Federation developed a National Strategy for Golf to align existing stakeholders behind the national development programme. The strategy covered five crucial pillars to developing the game in Saudi: Mass Participation, Access & Infrastructure, Elite Development, Events and Tourism. Sustainability was added as a sixth pillar in the programme's second year.
A key foundation of the National Golf Strategy was the creation of Golf Saudi, the commercial arm of the Saudi Golf Federation. Under its jurisdiction, 54 conceptualised historic events, such as the Saudi International and Aramco Team Series, going on to regularly deliver event management, marketing and commercial services at these groundbreaking occasions for sport in Saudi Arabia. The 2020 Aramco Saudi Ladies International was the first major professional female sporting event ever to take place in the country.
Golf Saudi's advisory service was also established, within which 54 staff assisted the multi-billion-dollar GIGA projects lay out blueprints and models for developing their golf ecosystems.
As it continues to this day, Golf Saudi's commitment to sustainability was underlined in its partnership with 54 through the creation of the National Sustainability Strategy for Golf. It is a world-first, government-endorsed mandate that would establish social, economic and environmental parameters by which all golf developments in future would be governed. This culminated in Golf Saudi's acceptance into the United Nations Sports for Climate Action Framework, which now sees several education and training programmes at all levels, from primary to tertiary education, on campuses around the country.
"I have long admired the vision of Golf Saudi, but more importantly the work that is being done on the ground to provide access to the sport for all levels."
15 professional events in Saudi Arabia since 2018
5,500 children introduced to golf in schools
Through a partnership spanning over six years, the Saudi Golf Federation, Golf Saudi and 54 have achieved something remarkable. Saudi Arabia is now home to more internationally significant professional golfing events than any other country outside of the United States.
Golf has been included within components of the national school curriculum, and the domestic industry already employs thousands of individuals, with this number set to explode over the coming years. Programmes are also in place to support the entry of female and disabled players into the sport.
The National Sustainability Strategy will ensure that future developments work to create job opportunities for domestic residents, that the welfare benefits of golf are communicated to people in the country and opportunities are provided to participate, and that no harm is done to the environment in the creation or operation of golf facilities.
