Saudi Arabia is undergoing a cultural and economic renaissance, largely driven by its Vision 2030 initiative, which aims to diversify the Kingdom’s economy beyond oil. At the heart of this transformation is Turki Alalshikh, the Chairman of the General Entertainment Authority (GEA), who has played a pivotal role in reshaping the country’s entertainment and sports industries.
Through his strategic vision and bold initiatives, Alalshikh has not only brought global entertainment to Saudi Arabia but has also established the Kingdom as a major player in international sports. His efforts, from launching Riyadh Season to introducing global boxing promotions, demonstrate his commitment to positioning Saudi Arabia as a leading entertainment and sporting hub
The General Entertainment Authority: A Catalyst for Cultural Transformation
Saudi Arabia’s entertainment sector was once limited due to cultural and regulatory constraints. However, under Vision 2030, the government aimed to enhance the quality of life by promoting cultural activities, leisure events, and global entertainment experiences.
Transforming the Entertainment Sector
When Turki Alalshikh was appointed Chairman of the GEA, he was tasked with an ambitious goal: to revolutionize Saudi Arabia’s entertainment landscape. His leadership saw the rapid expansion of music festivals, film screenings, global talent performances, and sports events.
One of his most successful initiatives is the Riyadh Season, an annual multi-month festival featuring concerts, sporting events, gaming tournaments, and cultural exhibitions. Since its inception, Riyadh Season has:
- Hosted international stars such as Cristiano Ronaldo, Lionel Messi, and famous musicians
- Generated billions of dollars in revenue
- Attracted millions of visitors from around the world
- Created thousands of jobs within the local economy
The festival not only serves as a cultural bridge between Saudi Arabia and the world but also significantly contributes to the Kingdom’s economic diversification.
The City Hub Project: Expanding Entertainment Across Saudi Arabia
Beyond Riyadh, Alalshikh launched the City Hub project in January 2025, aimed at decentralizing entertainment activities. The initiative covers seven major Saudi cities:
- Jazan
- Al-Khobar
- Buraidah
- Hail
- Al-Baha
- Taif
- Tabuk
Each City Hub spans over 20,000 square meters and includes:
- The Play and Learn Festival for children
- Esports tournaments for gaming enthusiasts
- Adventure zones for thrill-seekers
- Live cultural performances showcasing Saudi heritage
By expanding entertainment beyond major metropolitan areas, the City Hub project enhances regional development, tourism, and employment opportunities, further aligning with Vision 2030’s objectives.
Revolutionizing Saudi Arabia’s Sports Industry
Turki Alalshikh’s impact is not limited to entertainment; he has also been instrumental in elevating Saudi Arabia’s global sports presence.
Boxing Promotions: A New Era for the Sport
In March 2025, Alalshikh collaborated with TKO Group Holdings, the parent company of UFC and WWE, to launch a new boxing promotion. This initiative aims to:
- Unify world titles to make boxing more structured
- Increase global viewership with high-profile fights
- Promote Saudi Arabia as a major boxing destination
Saudi Arabia has already hosted landmark fights, such as the “Fight Card of the Century” in Riyadh, featuring boxing legends like Artur Beterbiev and Dmitry Bivol.
This move cements the Kingdom’s position as a key player in the boxing industry and sets the stage for future mega sporting events.
Hosting International Sporting Events
Under Alalshikh’s leadership, Saudi Arabia has become a host country for various high-profile sporting events, including:
- Formula 1 Grand Prix in Jeddah
- WWE Crown Jewel events
- Spanish Super Cup and Italian Super Cup matches
- High-stakes chess tournaments
By attracting international sports federations and global athletes, Saudi Arabia is establishing itself as a premier sports hub.
Economic and Social Impact of Turki Alalshikh’s Initiatives
Boosting Saudi Arabia’s Economy
Alalshikh’s entertainment and sports initiatives have had a significant economic impact. Some key achievements include:
- Entertainment sector growth: Saudi Arabia’s entertainment market is projected to reach $117 billion by 2030.
- Job creation: Over 500,000 new jobs have been created in the entertainment and sports sectors.
- Tourism boom: International tourist arrivals have surged, contributing to the country’s GDP.
Cultural Transformation and Social Acceptance
Traditionally, entertainment and public events were restricted in Saudi Arabia. However, under Alalshikh’s leadership, the Kingdom has witnessed a cultural shift, with:
- Greater acceptance of concerts, theater, and sports events
- More opportunities for women in entertainment and sports
- An increase in international collaborations and partnerships
By modernizing Saudi Arabia’s cultural identity, Alalshikh is ensuring that the Kingdom remains relevant in a rapidly evolving world.
Challenges and Future Prospects
Overcoming Challenges
Despite his successes, Alalshikh has faced challenges such as:
- Balancing modernization with cultural values
- Managing large-scale event logistics and infrastructure
- Competing with global entertainment powerhouses
His ability to navigate these challenges has been key to his continued success.
Vision for the Future
Looking ahead, Alalshikh plans to:
- Expand Riyadh Season to attract even larger global audiences
- Launch new sports leagues within Saudi Arabia
- Increase international partnerships with Hollywood, Bollywood, and European football clubs
His long-term vision is to position Saudi Arabia as a leading force in global entertainment and sports.
Future of Saudi Arabia’s Entertainment and Cultural Sectors
Beyond sports and large-scale entertainment events, Turki Alalshikh has played a crucial role in expanding Saudi Arabia’s music and film industry. Under his leadership, the Kingdom has witnessed a surge in international music festivals, live concerts, and film productions that were previously restricted.
One of his major contributions was the introduction of MDLBEAST Soundstorm, a music festival in Riyadh that has attracted global artists like David Guetta, Martin Garrix, and Tiësto. The event has not only boosted tourism but has also created opportunities for Saudi artists to collaborate with international music legends, fostering a more vibrant local music scene.
On the film front, Alalshikh has supported initiatives to promote Saudi filmmaking and attract Hollywood productions to the country. The Red Sea International Film Festival, held annually in Jeddah, has become a hub for international filmmakers, actors, and producers looking to collaborate with Saudi talent.
By lifting bans on cinemas and encouraging film production partnerships, Turki Alalshikh has paved the way for Saudi Arabia to become a major player in the global entertainment industry. His vision extends beyond short-term success—he is shaping the cultural fabric of the Kingdom for future generations.
In Conclusion
Turki Alalshikh’s influence extends far beyond Saudi Arabia’s borders. As the architect of the Kingdom’s entertainment and sports revolution, his strategic initiatives have transformed the country’s cultural, economic, and sporting landscapes.
Through Riyadh Season, City Hub, global boxing promotions, and international sporting events, he has solidified Saudi Arabia’s position as a global entertainment powerhouse.As Saudi Arabia continues its journey towards Vision 2030, Turki Alalshikh’s legacy will remain a cornerstone of the nation’s modernization efforts.
