STARTING early

Saudi Arabia invests to turn young generation into sports fans

Ben Harburg, the American investor who bought Saudi Arabia’s Al-Kholood football club, said he’s amazed by the dedication of local crowds

Abdullah Ahmed/Getty Images

Myziane Maolida of team Al-Kholood FC during a Saudi Pro League match between Al Riyadh and Al Kholood

Saudi Arabia is working to engage its sports fans from the bottom up.

As Crown Prince Mohammed bin Salman pours billions of dollars into international golf, tennis and football, Danny Townsend, CEO of Saudi Arabia’s SURJ Sports...