Princess Reema Bandar Al-Saud, Saudi Arabia’s ambassador to the United States, has accepted an advisory position with the All Women’s Sports Network (AWSN), a media platform dedicated to promoting women’s sports. This move aligns with AWSN’s goal to expand the visibility of female athletes across the Middle East and internationally.
Co-founded by actress Whoopi Goldberg, AWSN highlighted that Princess Reema’s involvement will bolster efforts to provide greater international exposure for women athletes. AWSN’s Chief Executive, George Chung, emphasized that her longstanding advocacy for women and girls in sports makes this partnership a natural fit.
Chung remarked, “She understands that sports serve as a catalyst for change. We see ourselves as a global platform, aiming not only to increase the visibility of sports worldwide but also to make them accessible to women.”
Looking ahead, AWSN plans to host its inaugural sports festival in the Middle East during the first quarter of 2027. These festivals will feature a combination of competitive games, training camps, entertainment, and retail experiences designed to connect local athletes with international players and generate original programming for the network.
The company intends to organize at least four such festivals globally next year, with events scheduled in Saudi Arabia, the United States, and the United Kingdom.
This appointment coincides with Saudi Arabia’s ongoing investment in women’s sports as part of its broader Vision 2030 economic and social reform agenda. Since the launch of the Saudi Women’s Premier League in 2022, efforts have been underway to establish a more professional framework for women’s soccer in the kingdom. AWSN began broadcasting the league’s matches last year, further supporting its growth.
Despite these developments, Saudi Arabia’s sports investments have faced criticism from human rights groups and others who argue that the country uses high-profile sporting events to enhance its international reputation.
Chung noted that AWSN has encountered no programming restrictions in the region and pointed to increased investment in women’s teams, facilities, and broadcasts as evidence of growing support for female athletes.
Audience engagement with Saudi women’s soccer on AWSN has steadily increased, with viewership rising between 20% and 30% per game and average viewing time growing by nearly 50% over the season. Additionally, AWSN attracted 1.5 million viewers within its first ten days on Pakistan’s Tamasha platform, highlighting a strong demand for women’s sports beyond traditional Western markets.
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