New Delhi: The Saudi Tourism Authority has signed a partnership deal with India’s most popular cricket league to tap a strong sports fanbase in both the countries and promote the Kingdom as a major destination for Indian visitors. Can go
Over the past two years, India has emerged as a major tourism source market for Saudi Arabia and is expected to become its largest by 2030, as STA’s efforts are focused on building relationships with Indian industry stakeholders.
The cricket partnership between the Authority and the Indian Premier League on Tuesday evening is aimed at increasing the Kingdom’s appeal in the South Asian nation. STA will be an official sponsor of the IPL – the men’s Twenty20 franchise and the world’s most watched cricket league.
Alhassan Al-Dabbagh, STA Head of Asia Pacific, said in a statement: “We are delighted to announce our partnership with the IPL, as we know how important cricket is to our viewers from South Asia. “
“Through our partnership with IPL, we aim to enhance Saudi Arabia’s presence and appeal in the Indian and South Asian markets. We are excited to show potential South Asian audiences why they should consider Saudi not only as their next holiday destination, but also as a viable sports destination, as we bring major sporting events such as Formula One, WWE and the Spanish Super and host entertainment programs. cup.”
The partnership follows STA’s other recent promotional events in India, including a successful tourism roadshow earlier this month and participation in a series of travel and trade events across the country, including One World Travel Market in Mumbai and South Asian Travel and Tourism Exchange. Asia’s leading platform for the tourism and hospitality industry.
The promotion strategy and cricket partnership found immediate appeal in both the sports and tourism industries.
Rajeev Shukla, Vice President, Board of Control, said, “The IPL partnership is a powerful channel to support the Saudi Tourism Authority’s objective of engaging with its vast audience and creating brand awareness among fans from across the cricket world as well as in India. Is.” for cricket in India, said during the announcement of the IPL deal.
“We hope that through this partnership, we will inspire and grow the cricket fanbase in Saudi and together with STA, create exciting opportunities for them to engage with the sport.”
The board’s secretary, Jay Shah, said he believed the partnership would help establish Saudi Arabia as a leading tourism and sports destination.
“For us, this is an exciting prospect given that the Saudi Tourism Authority has great faith in the power of the IPL to bring countries together.
“This partnership will create new opportunities for cricket in the Kingdom and strengthen the game in the region,” he added.
Cricket matches have been organized in Saudi Arabia since the 1960s, when the game was introduced by expatriates from Pakistan and India. As the years passed, the game became more structured and local clubs began to form.
The Kingdom became an associate member of the International Cricket Council in 2003 and was promoted to associate membership in 2016.
But the sport’s real boom began recently, with the establishment of the Saudi Arabian Cricket Federation in 2020, which has since set out to promote the game at home and prepare national teams to compete with the world’s best in the future. A series of programs have been prepared.
The idea of including cricket in the promotion of the country was expected to boost Saudi Indian relations.
“This is great news for Saudi Arabia and India,” Elodie Azar, deputy general manager of Saudi travel operator Kurban Tours, told Arab News.
“I think sport is a way to connect with the younger generation. It will help promote Saudi Arabia as a leisure and tourism destination. It will help connect with the many cricket fans around the world and make Saudi a tourism or tourism destination.” Not only business but also a destination for sports fans.
In addition, it was expected to help build people-to-people ties, which underpin economic and political partnerships.
“It is essential for India and Saudi Arabia to build people-to-people ties,” said Mohammad Soliman, director of strategic technology at the Middle East Institute in Washington.
“It is part of a wider trend of economic and political integration in West Asia.”
Mudassir Qamar, a Middle East expert and fellow at the Institute of Defense Studies and Analyzes in New Delhi, described the cricket partnership as a “pivotal moment” in Saudi-Indian relations.
“There is a strong push in Saudi to bring mega sporting and recreational events inside Saudi Arabia and the partnership could be a step towards that,” he told Arab News.
“The appetite for investment in sports in the Kingdom is very high, and the potential for partnerships with Indian entities is enormous.”