Image credit: FAYEZ NURELDINE/ Getty Images
Golf Saudi Entertainment (Golf Saudi) has joined forces with US-based Topgolf Callaway Brands Corp. to build new golf facilities across Saudi Arabia, as the kingdom aims to enhance sports infrastructure and increase the popularity of the game locally.
Golf Saudi, the commercial development arm of the kingdom’s golf federation, plans to build three Topgolf venues by 2028, with the option to open two others in the future.
Topgolf will also bring family brands to Saudi Arabia, including Topgolf, Callaway, Travis Mathew, Odyssey, and Ogio.
As part of a multiyear deal, Callaway Golf, Odyssey, TravisMathew and Ogio will become the official equipment and apparel brands for the Saudi Men’s, Women’s and Junior National golf teams, as well as for Saudi Elite golf professionals and golf pros working at Golf Saudi facilities.
Golf Saudi will also be the exclusive distributor of Callaway Golf, Odyssey and Ogio products in Saudi Arabia.
“We’re excited to enter another market in the Middle East with three venues in Saudi Arabia. We have found a strong partner in Golf Saudi to help us bring our modern golf brands – Topgolf, Toptracer, Callaway Golf, Odyssey, Ogio and TravisMathew – to the region and help transform Saudi Arabia into an exceptional golfing nation,” said Ben Sharpe, managing director and president, EMEA for Callaway Golf.
Saudi Arabia is making big bets on global sports as the kingdom looks toward a post-oil future. In June 2023, Saudi Arabia’s Public Investment Fund (PIF) said its commercial interests, including LIV Golf, will merge with the PGA Tour and DP World Tour into a unified commercial entity.
However, the deal’s closure has been dragged on for more than a year, and one detail still needs to be improved: getting players to agree on who gets to keep their millions.
Last October, Saudi Arabia launched an annual Esports World Cup. The first edition, which was watched by 500 million viewers worldwide, concluded in Riyadh earlier in August. The kingdom is also set to host the inaugural Olympic Esports Games in 2025 under a 12-year partnership agreement with the International Olympic Committee (IOC).
Saudi Arabia officially launched its bid to host the 2034 soccer World Cup in July. The bid is all but sure to succeed because no other expressions of interest were received before FIFA’s deadline late last year.
PIF, the country’s wealth fund, is reportedly in discussions with multiple boxing stakeholders to create a league that could potentially reshape the sport’s competitive landscape.
