Thanks indeed to Maram AlButairi, President at Eastern Flames FC, the iconic female football club created back in 2006, for accepting the invitation to be part of the e-Newsletter. Eastern Flames FC first team participates at the Premier League, the top female football league in Saudi Arabia, and the club has its own differentiating and unique positioning proposal.
Explore the inspiring journey of Maram, President of Eastern Flames FC, as she shares how she transformed her team and championed the growth of women’s football in Saudi Arabia. From overcoming challenges to professionalizing the sport, to aligning with the nation’s Vision 2030, Maram offers her insights on the evolution of football, the hurdles ahead, and the opportunities that will position Saudi Arabia as a global sports hub.
SPSG Consulting is happy to assist Eastern Flames FC in taking the club to the next level (off-the-pitch). In addition, Carlos Canto, CEO at SPSG Consulting, is part of the Advisory Board of the club.
Maram, you have a fruitful and relevant experience in the sports industry as well as oil sector, working at Aramco and being the President of Eastern Flames FC, based in Dammam (Saudi Arabia). Can you elaborate for us a little bit about how you joined the sport industry? And what have been the main changes in the sports industry (mainly, football), over the last 10-15 years?
I have always been a sporty person at heart, I enjoy swimming, rock climbing, and many other sports but my favorite is football. I used to play with my cousins at first then I started participating in pick-up games with the Eastern Flames (EF). In 2013, after earning my bachelor’s degree from the USA, I made a committed decision to join the EF team regularly. I quickly recognized the challenges we faced in securing a coach, finding a suitable playing ground, and arranging competitions. With my business background, I took the initiative to tackle these issues head-on, employing my skill in problem-solving strategies.
Some challenges required me to become a certified coach, while others involved conducting financial analyses to enhance our performance and visibility in attracting sponsorships. One of the most significant hurdles was earning the trust of families and understanding the footballers' career path.
As a pioneer in the eastern province and throughout the kingdom, I led by example, actively participating in the sport I am passionate about. During the early days, I wore many hats, driven by economic necessity and a lack of interest from others—especially in 2014 and 2015. Everything changed when we joined the Bahraini Women’s Premier League in 2016-2017 through My personal Connections with the Bahraini Football Federation. This alliance was a game-changer; it ignited excitement and provided a platform for official competition. The experience presented a steep learning curve and challenges that have prepared me exceptionally well for the developments we are witnessing in the Saudi Women’s Premier League today.
You are the President of Eastern Flames FC, a female football club created back in 2006 and currently participating in the Premier League, the top tier -1 football female division in Saudi Arabia. How have been the evolution of football in Saudi Arabia over the last 10 years?
From a team that practiced barely once a day and enjoyed casual pick-up games every weekend, we transformed into a formidable force by joining the Bahraini Women’s Premier League in 2016-2017! My vision was to seize every competition announced in Bahrain, boosting our players’ participation and creating more incredible opportunities to shine on the field. Each season, my goal was to elevate our game—whether through increasing training Fostering growth in our coaching staff’s expertise and implementing dynamic leadership courses that empower our players beyond the sport. We proudly signed 90% of our professional athletes and six international players who have proudly represented or continue to represent their national teams.
Many called me crazy for passionately investing in women’s football, but I saw a golden opportunity that others overlooked. Together, we embraced this journey, and I knew we were destined for greatness!
In 2034, your country, the Kingdom of Saudi Arabia, will organize the FIFA Men World Cup. How important is sport, and mainly football, in the Vision 2030 strategy of the country? What are the main policies and initiatives that the country has put in place in order to become a horsepower in the sport sector -not only in Football-?
I can hardly contain my pride as I represent my magnificent country! Vision 2030 was unveiled back in 2016, and from the very beginning, it was clear that sports would play a monumental role—not just in boosting tourism, but also in enhancing our health and well-being. The Kingdom has embarked on an incredible journey of reforms, starting with the Quality of Life initiative in 2020, laying the foundation for a vibrant sports industry that’s transforming the landscape before our eyes!
Football is the heartbeat of our nation—we eat, breathe, and live the game! Hosting the World Cup in 2034 isn't just about the economic benefits; it’s a chance for the world to understand and fall in love with Saudi Arabia just as we do! This is an unparalleled opportunity to showcase our passion, culture, and the incredible spirit of our people. Let’s get ready to shine on the global stage!
Female football has evolved very significantly around the world over the last 5-10 years, also in Saudi Arabia. How do you see the evolution and what are the main challenges and opportunities moving forward?
Since its official launch in 2021, female football in Saudi Arabia has experienced an incredible transformation. What began with just two competitions has now blossomed into six vibrant competitions across three divisions, with female participation skyrocketing—nearly tripling in just a few seasons!
Looking ahead, I foresee the federation exploring the possibility of adding a fourth division next season, as the enthusiasm for the sport continues to surge, especially with the excitement of hosting the World Cup in 2034 on the horizon. This tremendous growth paves the way for a wealth of investment opportunities, from the construction of state-of-the-art stadiums and training fields to nurturing young talent from an early age. The future of female football in Saudi Arabia is not just bright; it's bursting with potential!
According to your experience and knowledge about the sports industry (and mainly, in football), how do you envision the sports industry by 2030? What are the main challenges? And the main opportunities?
The ambition in Saudi Arabia is soaring to new heights, far exceeding anyone’s imagination! The kingdom is on a thrilling journey to become a powerhouse in the sports industry, positioning itself as a vibrant hub where athletes from around the globe can showcase their incredible talents.
I see two major challenges ahead: developing the necessary infrastructure and enhancing the skills of our local workforce. However, the kingdom is already taking significant strides to tackle these issues and close the gaps.
Securing the FIFA World Cup 2034 opens up a treasure trove of opportunities! The possibilities are endless, and with the government fully backing this vision, we’re set to embark on an exhilarating adventure in this sector. Get ready—Saudi Arabia is ready to shine!