The Saudi Sports for All Federation, led by Managing Director Ms. Shaima Saleh AlHusseini, participated in the Middle East Sports Investment Forum (MESIF) in London, where senior leaders and investors met to shape the future of sport in the region and beyond.
During AlHusseini’s participation in the Forum from June 2-3, she highlighted the Federation’s efforts to strengthen international relations as part of Saudi Arabia’s commitment to building community sports. She also discussed with other speakers how innovation, investments and national strategies are driving the growth of sports in the Middle East.
MESIF London, a global conference and exhibition at the Tottenham Hotspur Stadium, brought together regional governments and sports brands to advance the Middle East’s rapidly expanding sports sector. Core themes discussed during the two-day event included scaling private sector partnerships, uniting the region, fostering innovation and redefining sport as a tool for legacy, identity and diplomacy.
“Attending MESIF has provided the Federation with an excellent opportunity to discuss and engage with other sports leaders who are driving the sector in the Middle East,” AlHusseini said. “We were also able to highlight the incredible strides we have made to develop a community-driven sports program in Saudi Arabia for people of all ages and backgrounds.”
AlHusseini participated in a panel session on “Grassroots and Mass Participation Sport in the Middle East: Driving Health, Community and Social Impact.” She joined professional footballer William Troost-Ekong of Al Ahli SC & Founder of Troost Ekong Foundation, Lizzie Fluke, Sports Performance Expert, and Dr. Enes Efendioğlu, Director General at Türkiye’s Ministry of Youth & Sports.
MESIF London 2026 attracted more than 400 delegates and 20 sponsors, drawing an impressive roster of 50-plus senior leaders from across the sports investment landscape. Together, they reflected the forum’s broad focus on governance, investment, infrastructure, and grassroots development — linking the Middle East sports sector with leading international partners and solution providers.
