UK Saudi Culture, Sports & Entertainment Forum

The Saudi British Joint Business Council UK (SBJBC UK) is delighted to announce the UK Saudi Culture, Sports & Entertainment Forum, set to take place on 26 June 2025 in London.

The UK-Saudi Culture, Sports & Entertainment Forum serves as a dynamic platform to discuss and explore Saudi Arabia’s remarkable transformation into a global hub for culture, sports, entertainment, and tourism, driven by the ambitious goals of Vision 2030. This forum will bring together key stakeholders, industry leaders, and government representatives to foster collaboration and create an environment where the exchange of ideas and best practices can drive transformative partnerships across these sectors.

Building on recent milestones, such as Saudi Arabia's successful bid to host the 2034 FIFA World Cup, the Kingdom's surpassing of key tourism benchmarks outlined in Vision 2030, and the rapid rise of high-profile cultural and entertainment initiatives like AlUla's heritage preservation and Riyadh Season, the forum is more relevant than ever. These achievements underscore Saudi Arabia's commitment to becoming a world-class destination for cultural and economic growth.

Through engaging panels and networking sessions, the forum will spotlight collaboration opportunities in areas such as sports development, cultural heritage, tourism, and large-scale entertainment projects. By fostering dialogue and building strategic partnerships, it aims to drive impactful initiatives that support Saudi Arabia’s vision while also strengthening UK-Saudi ties, unlocking mutual benefits for both nations.

Themes and Discussions

Focus: The UK-Saudi Culture, Sports & Entertainment Forum will delve into the transformative opportunities for collaboration between the UK and Saudi Arabia in sports, culture, entertainment, and tourism. Against the backdrop of Saudi Arabia’s Vision 2030, the event will highlight areas where partnerships can drive innovation, unlock investment potential, and deliver sustainable growth across these vibrant sectors.

Showcasing Progress and Ambitions: Discussions will focus on Saudi Arabia’s remarkable strides in establishing itself as a global destination for culture, sports, and tourism. Key initiatives like AlUla, Diriyah Gate, and the 2034 FIFA World Cup will be spotlighted as examples of the country’s ambitions. Insights will be shared on how UK expertise and Saudi opportunities can converge to foster impactful collaborations.
Exploring Synergies: The Forum will emphasise avenues for collaboration in tourism, cultural development, and sports infrastructure. Rather than duplicating efforts, it aims to identify opportunities where UK companies’ expertise—such as heritage preservation, innovative design, and event management—can complement Saudi Arabia’s ambitious projects. The focus will remain on creating impactful partnerships that leverage the strengths of both nations.
Fueling Innovation and Future Growth: Conversations will highlight emerging opportunities in areas such as esports, live entertainment, and immersive experiences that are reshaping Saudi Arabia’s global appeal. With the UK’s robust capabilities in technology and the creative industries, the Forum will offer a roadmap to strengthen these sectors while fostering cultural exchange and sustainable development.
Redefining Collaborative Opportunities: The Forum will examine how integrated approaches to culture, sports, and tourism development can yield transformative outcomes. From large-scale initiatives like Qiddiya to innovation-driven projects such as The Sports Boulevard, the Forum will explore how these ventures can become platforms for bilateral collaboration, delivering world-class results and lasting mutual benefits.

Date

26/06/2025

Time

09:00 - 16:00

Location:

Chelsea FC

Stamford Bridge, Fulham Rd., London SW6 1HS

A full-day, in-person event featuring keynote speeches, thought-provoking panel discussions, and hands-on workshops designed to inspire fresh ideas and actionable strategies.

Networking opportunities will enable stakeholders from both nations to forge meaningful connections and create a unified vision for the future—one that drives innovation, fosters long-term partnerships, and unlocks enduring benefits for the UK and Saudi Arabia.

SBJBC Members: Free (please contact us for your 100% discount code)

SBJBC Non-Members: £150 + VAT

Agenda:

09:00 – 09:30 | Registration & Networking Breakfast

09:30 – 09:40 | Welcome Remarks

09:40 – 10:00 | Fireside Chat: How Sports, Culture and Entertainment are Shaping the Future of Saudi Arabia

How Vision 2030 is transforming Saudi Arabia’s sports, culture, and entertainment sectors into global hubs.
The strategic importance of tourism and cultural development in shaping Saudi Arabia’s global image.
UK expertise contributing to this growth and fostering collaboration opportunities.

10:00 – 10:45 | Panel 1: The Future of Sports: Empowering the Next Generation and Capacity Building

Growth of sports investments in Saudi Arabia and their global impact.
Grassroots initiatives to encourage youth involvement in sports and capacity-building for talent development.
Collaboration opportunities between UK and Saudi entities in sports development and infrastructure.
Leveraging technology for enhanced fan engagement and sporting performance.
Capacity-building and partnerships for sustainable sports ecosystems.
Lessons from successful cross-border sports partnerships.

10:45 – 11:00 |Coffee/Tea Break

11:00 – 11:45 | Panel 2: Cultural Connections: Building a Legacy through Arts & Heritage

Exploring synergies between Saudi Vision 2030 and UK expertise in arts and cultural heritage development.
Promoting cultural exchange and investment opportunities in areas like AlUla, Diriyah Gate, Qiddiya and more.
Exploring the role of arts, film, music, and design in driving economic diversification and creating job opportunities within the cultural sector.
The role of museums and creative industries in strengthening UK-Saudi ties.

11:45 – 12:30 | Panel 3: Transforming Saudi Arabia into a Global Tourism Hub through a New Era of Entertainment and Experiences

Insights into Saudi Arabia’s vision across music, sports, arts, and heritage, and how projects like Qiddiya and The Sports Boulevard are creating world-class, immersive tourism experiences.
Exploring the Vision 2030 investment to develop world-class destinations like AlUla and the Red Sea.
Sustainability at the Core: How eco-friendly projects and initiatives like the Saudi Green Initiative are driving sustainable tourism growth.
UK expertise in entertainment projects, event management, and themed experiences.
Opportunities in esports and live entertainment fuelling Saudi Arabia’s growth and bilateral collaboration.
Economic Impact: Tourism’s increasing share of GDP and its role in fostering cultural exchange and economic diversification.

12:30 – 01:00 | Closing Remarks: Opportunities ahead & How to get involved

01:00 – 02:00 | Networking Lunch

02:00 – 03:20 | Concurrent Roundtables (Subject to Change)

Regenerative Tourism & Sustainable Destination Development: Vision, Collaboration & Innovation
Next Steps for UK Companies in the Culture, Entertainment & Tourism Sectors in Saudi Arabia
Developing a World-Class Sports Ecosystem: Vision, Delivery & Global Partnerships

03:20 – 03:45 | Networking & Coffee Break (Optional Stadium Tour)

03:45 – 04:00 | Close & Departures

Event Speakers

Simon Chadwick, Partner, Mishcon de Reya LLP

Simon is a Partner in the Private department. He has experience in acting for a wide variety of clients ranging from companies to high net worth individuals to charities, across a wide range of domestic and international commercial disputes. Simon has a particular interest in art and cultural property law and, as a member of the Art Law team, advises galleries, auction houses, artists, collectors, foundations and other public and private institutions on non-contentious and contentious art related matters. Before starting his carrier in law, Simon worked for an Italian commercial art dealership in Mayfair and Milan for seven years. This experience, and his understanding of the market, has proved invaluable when working with individuals, galleries and institutions on both contentious and non-contentious art matters. Simon has previously been recognised in Legal 500’s Art and Cultural Property directory as being a Next Generation Partner and in Chambers & Partners and Chambers & Partners HNW as Up and Coming.

Anthea Peers, President, EMEA Christie’s

Anthea Peers joined Christie’s in 2006, successfully developing a diversified career. Prior to her current role she held the position of Global Managing Director of Private Sales (since 2019), an area of the business which saw its best year to date in 2021, leading the market with $1.7B in private sales. Prior to this, Anthea was Client Strategy Director for the Classic Art Group and led plans for the then new Classic Week series of sales, now a regular auction fixture globally at Christie’s. She has also worked as Business Director in Old Masters, as a paralegal, in client development, and across many departments including 20/21, and Estates, Appraisals and Valuations. Anthea has been at Christie’s for 18 years. She is based in London, covering Europe, the Middle East and Africa.

Event Speaker Name

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Register Interest

Event Sponsors

Supported By

Ministry of Investment of Saudi Arabia

The ongoing transformation of Saudi Arabia under Vision 2030 is unlocking new opportunities in the Kingdom at an unprecedented pace. The Ministry of Investment for Saudi Arabia (MISA) is facilitating access to these opportunities by developing a reliable, robust, business-friendly ecosystem, working across government to ensure investors and businesses are supported through their investment journey.

MISA’s mission is to promote Saudi Arabia as a world-class investment destination, attract and retain investors, and expand their investments; for the benefit of a sustainable national economic growth.

Federation of Saudi Chambers

The Federation of Saudi Chambers is the umbrella and only representative of the Saudi business community. They represent those doing business in Saudi Arabia both domestically and through partner organisations such as the Saudi British Joint Business Council.

Department for Business & Trade

DBT is the department for economic growth. They support businesses to invest, grow and export, creating jobs and opportunities across the country.

DBT is a ministerial department, supported by 19 agencies and public bodies.