RIYADH, Saudi Arabia: Saudi Arabia’s ambassador to the United States, Princess Reema Bandar Al-Saud, has joined the All Women’s Sports Network (AWSN) in an advisory role, as the sports media platform steps up efforts to expand the global visibility of women’s sports, particularly in the Middle East.
AWSN, co-founded by Hollywood actor Whoopi Goldberg, said Princess Reema’s appointment would help strengthen its efforts to provide female athletes with greater international exposure and promote women’s participation in sport.
Saudi Princess Reema joins women’s sports network AWSN as adviser https://t.co/WsOlEyrGQa
— ST Sports Desk (@STsportsdesk) October 6, 2026
Sports as a catalyst for change
AWSN Chief Executive George Chung said Princess Reema’s advocacy for women and girls in sport made her a natural fit for the platform.
“What she understands is that sports is a catalyst for change,” Chung told Reuters, adding that AWSN aimed to make sports from around the world more visible and accessible to women.
Chung said the network planned to hold its first sports festival in the Middle East during the first quarter of 2027. The festival will combine sporting competitions, training camps, entertainment and retail activities, providing local athletes opportunities to interact with international players while generating programming for AWSN.
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The company plans to organise at least four such festivals globally in 2027, including events in Saudi Arabia, the United States and Britain, he said.
Saudi Arabia boosts women’s sports
Princess Reema’s appointment comes as Saudi Arabia continues to invest heavily in women’s sports under its broader economic and social reform programme, Vision 2030.
The Saudi Women’s Premier League, launched in 2022, has sought to establish a more professional structure for women’s football in the kingdom. AWSN began broadcasting the league’s matches last year.
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Growing audience for women’s football
According to Chung, AWSN has recorded steady growth in viewership of Saudi women’s football, with audiences increasing by between 20% and 30% per match, while average viewing time rose by nearly 50% over the course of the season.
He also said AWSN attracted 1.5 million viewers during its first 10 days on Pakistan’s Tamasha platform, highlighting what he described as strong demand for women’s sports outside traditional Western markets.
