Global football content and media leader Footballco has inaugurated a new regional headquarters in Riyadh, Saudi Arabia, signalling its commitment to expanding operations and deepening engagement across the Middle East and North Africa (MENA). While retaining its existing regional base in Dubai, Footballco will now offer a full-service operation from Riyadh, including localised creative and client-service teams.
Footballco is majority-owned by Integrated Media Company (IMC), an affiliate of US private equity giant TPG. IMC publishes several prominent football media brands in the region, including GOAL, KOOORA, and an Arabic edition of its women’s football platform, INDIVISA.
Leading the expansion is Andy Jackson, Footballco’s recently appointed Senior Vice President for the Middle East. Commenting on the move, Jackson stated, “The Middle East is witnessing a remarkable surge in interest in football, both domestically and on the global stage. By establishing our new regional office in Riyadh, we are positioning Footballco at the heart of this growth, enabling us to better understand the region's evolving football fandom and support the brands and rights holders driving this momentum.”
Footballco's client portfolio already includes numerous domestic brands and rights holders throughout the Middle East, in addition to global brands seeking to activate their presence in the region. To strengthen its foothold, Footballco is prioritizing local talent recruitment, exemplified by the recent hiring of Amjad Murad as Creative Director. Murad joins from Jeddah-based agency Social Clinic and will play a pivotal role in shaping Footballco’s creative output from Riyadh.
The company’s influence in the region is significant, reaching 192 million fans monthly across MENA, including over half of Saudi Arabia's adult population. Through platforms such as GOAL and KOOORA, and tailored content offerings like the social video brands Yalla GOAL and Yalla Girl, Footballco addresses the distinct preferences of various fan groups.
“Young fans in Saudi Arabia engage with football differently than those in other markets, reflecting the Kingdom’s youthful population,” explained Jackson. “Gaming is often their entry point into the sport, and social media is their primary source of football news. They also demonstrate a strong preference for players over clubs, which aligns with our editorial mission of bringing fans closer to the players they admire.”
Women’s football is another key focus for Footballco in Saudi Arabia, where the company reaches 4 million female fans each month. Its offerings include Yalla Girl and INDIVISA, which adopt innovative, community-driven approaches to engage audiences. “As women’s football continues to grow in the region, we are committed to championing grassroots initiatives and creating content tailored to young women’s preferences,” Jackson noted.
Supported by its global teams, Footballco aims to increase the number of local employees in Riyadh to 20 by the end of 2025, underscoring its dedication to long-term investment in the Kingdom.