Princess Reema bint Bandar Al-Saud, Saudi Arabia’s ambassador to the United States, has taken up an advisory post with the All Women’s Sports Network to assist in widening coverage of female athletics across the Middle East and internationally.
The sports media organisation, which was co-founded by actor Whoopi Goldberg, said the diplomat's appointment is intended to help international competitors secure greater visibility.
AWSN Chief Executive George Chung stated that Princess Reema’s past advocacy for female participation in athletics aligned with the company's goals.
“What she understands is that sports is a catalyst for change,” Chung said. “We consider ourselves a global platform, not just to make sports from around the world more visible, but to make them available to women.”
The network intends to host its inaugural Middle East sports festival during the first quarter of 2027. The planned events are designed to integrate competitions, training camps, retail and entertainment, allowing local participants to connect with international athletes while producing broadcast content.
AWSN aims to stage at least four such festivals worldwide next year, scheduling stops in Saudi Arabia, Britain and the United States, according to Chung.
The move coincides with Saudi Arabia's continued push into female athletics under its Vision 2030 economic and social modernisation programme. The Kingdom inaugurated the Saudi Women’s Premier League in 2022 to build a professional structure for women’s football, with AWSN broadcasting its fixtures beginning last year.
Chung reported that AWSN had encountered no regional broadcasting limits and noted rising audience figures. Viewership for Saudi women’s soccer matches grew between 20 percent and 30 percent per contest, while the average viewing duration climbed by almost 50 percent across the season.
Chung also pointed to strong interest outside traditional Western markets, noting that the network gathered 1.5 million viewers during its initial 10 days on the Tamasha platform in Pakistan.
