SFS Saudi Edition

SFS continued its international journey with the second edition of SFS Saudi Edition, which took place on 22 December 2025 in Riyadh, during the week of the Italian Super Cup.

Organised by the Social Football Summit and Lega Calcio Serie A, in collaboration with the Italian Embassy in Riyadh, the Ministry of Sport (MoS) and the Ministry of Investment (MISA), the event was hosted at the Radisson Blu Hotel – Riyadh Convention & Exhibition Center.

Throughout the day, SFS Saudi Edition explored the growing cooperation between Italy and Saudi Arabia, highlighting opportunities across sport, business, innovation and cultural exchange. The event brought together institutional representatives, industry leaders and international professionals through a dedicated programme of panels and discussions, designed to foster dialogue and create new connections between the two countries.

Below, you can find the full programme outlining how the day unfolded, followed by a photo gallery featuring some of the most significant moments and highlights of SFS Saudi Edition 2025, capturing the atmosphere, content and networking that defined the event.

PROGRAMME

11:00 – 11:10

WELCOMING REMARKS

Carlo Baldocci ( Ambassador of Italy to the Kingdom of Saudi Arabia )
Ghandourah Ghandourah ( Deputy Minister of Relations and International Affairs – Ministry of Sport KSA )
Luigi De Siervo ( CEO – Lega Calcio Serie A )

11:10 – 11:30

FROM THE FOOTBALL PITCH TO THE FAN EXPERIENCE: AN INNOVATIVE PERSPECTIVE

Waleed Algarni ( Assistant Deputy Minister of Sports Facility Development – Ministry of Sport KSA )
Representative ( Asian Cup 2027 )
Pier Massimo Marras ( General Manager – Salini Saudi Arabia – Webuild )

11:30 – 12:10

THE POWER PLAY: FOOTBALL AS A CATALYST FOR CHANGE

Luigi De Siervo ( CEO – Lega Calcio Serie A )
Omar Mugharbel ( CEO – Saudi Pro League )
Representative ( SAFF )
Abdulrahman Abumalih ( CEO – Thmanyah )

12:10 – 12:50

ITALIAN SUPERCUP AND BEYOND: VISION AND STRATEGIC OPPORTUNITIES

Michele Ciccarese ( Commercial & Marketing Director – Lega Calcio Serie A )
Representatives ( Italian Supercup Finalists )
Bader Aljeraisy ( Privatization General Manager – Ministry of Sport KSA )
Hazim Al-Hazmi ( President Europe and Americas – Saudi Tourism Authority )
Anas Dahlawi ( Senior Expert in Stadium and Sports Facility Development – Ministry of Sport KSA )

12:50 – 13:15

DRIVING SPORT BUSINESS DEVELOPMENT FROM SERIE A TO VISION 2030

Guido Fienga ( Advisor – Lega Calcio Serie A )
Representative ( Mahd Sports Academy )
Basim K. Ibrahim ( Sport Sector Investment Development Director – Ministry of Investment KSA )

13:15 – 13:20

CLOSING