The Wassl Volunteer Society organized a dialogue meeting this evening, Saturday, December 13, 2025, titled “The Communicative Impact of Sporting Events,” as part of its series of specialized professional meetings, attended by an elite group of specialists and interested parties in the sports communication, media, and marketing sector.
The meeting highlighted the role of strategic communication in the modern sports events industry, and its importance in building the mental image of sporting events, enhancing public interaction, and raising the level of media influence. Participants indicated that this contributes to maximizing the economic value of sporting events and achieving a sustainable impact that extends beyond the event’s duration.
During the meeting, the speakers discussed a number of axes related to communication practices in the sports sector, and their development after Vision 2030. The most prominent practices included non-isolation, increased dynamism, communication between entities, doubling the marketing value, communication planning for events, and managing media messages. The discussions emphasized the importance of media professionals’ field presence, integration between organizing entities and media partners, in addition to the role of digital platforms in expanding reach and influence. Attendees also addressed the importance of communication in reputation management, enhancing public trust, and investment sports marketing.
Participating in the meeting were Princess Nouf bint Khalid Al Saud, Director General of Marketing at the Ministry of Sports; Dr. Muqbel bin Jedea, CEO of FG SPORTS; and Dr. Majid Al Dossaimani, General Supervisor of the Media Center at Qiddiya Investment Company. They reviewed their practical experiences in managing communication and marketing for sporting events, the most prominent challenges facing the sector, and future opportunities for developing communicative performance to keep pace with the continuous transformations in the sports scene.
The meeting was moderated by Faisal Atta, Co-Founder and Vice Executive President of the Wassl Society, who affirmed that such dialogue meetings contribute to raising the quality of professional discussion and support the transfer of experiences and expertise between practitioners. He stressed that communication has become an essential element in creating impact and enhancing the value of sporting events for various segments of society.
Mohammed Al Rizqi, CEO of the Wassl Society, explained that the meeting is an extension of the “Wassl Society’s” vision to support professional practices in the communication sector. He emphasized that professional foundation begins with building opportunities, directing energies toward specialized knowledge, and highlighting qualitative media fields, through initiatives that contribute to empowering practitioners and creating impact within a clear vision that enhances integration between the society and the sector.
This meeting comes within the efforts of the Wassl Society, which is a non-profit professional society concerned with promoting communication initiatives, exchanging knowledge among media and communication practitioners, and implementing training and development programs. It also seeks to contribute to the development of young national competencies and build professional spaces for dialogue and exchange of experiences.
It is noted that the initiatives of the Wassl Society have contributed to attracting wide interaction from practitioners and interested parties, with more than 1,400 registered participants in its programs and professional events, and its axes varied across 6 communicative tracks, totaling more than 16 professional hours. This reflects the breadth of the society’s impact and its role in supporting and empowering the media and communication community.
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