As Saudi Arabia accelerates its national transformation under Vision 2030, the spotlight is shining brighter than ever on a new generation of changemakers. Among them stands Adwa Al-Arifi, the Assistant Minister for Sport Affairs, whose leadership and tenacity are redefining the Kingdom’s approach to sports, especially in advancing women’s participation.
From founding one of Riyadh’s first female football clubs to becoming a key policymaker at the Ministry of Sport, Adwa’s journey is a testament to ambition, reform, and resilience. Her influence touches nearly every corner of Saudi sports, from grassroots initiatives and international bidding committees to the development of new sports leagues and institutional strategies.
In a field historically dominated by men, Adwa has emerged not only as a representative of progress but as a vital architect of change—bridging governance with grassroots, heritage with modernity, and policy with passion.
Foundations in Leadership and Education
Born and raised in Riyadh, Adwa Al-Arifi displayed early signs of leadership, vision, and determination. She pursued a Bachelor’s degree in Business Administration from Al-Yamamah University, a private institution known for cultivating local leaders. It was during these university years that she planted the first seeds of her legacy.
In 2007, she founded the Al-Yamamah Female Football Club, breaking new ground for Saudi women in sports. The move was more than symbolic—it was structural. For the first time, Saudi women had a formal platform to train, compete, and participate in an organized football community.
Her leadership extended into student governance as well. Serving as President of the University Student Council, she helped amplify youth voices and bridged communication between students and administration. These early efforts laid the groundwork for a career defined by pioneering efforts in both policy and sports development.
From Finance to Sports: A Shift with Purpose
Adwa’s professional career began in the financial sector. In 2012, she joined Saudi Fransi Capital, one of the Kingdom’s most respected investment firms. Participating in the company’s asset management rotation program, she later worked as a portfolio officer and then a fund manager. These roles equipped her with a sharp analytical mindset, an understanding of market behavior, and a strong grasp of strategic investment principles.
Her financial acumen would later become a tremendous asset in sports governance, particularly in sports sector investment planning, public-private partnerships, and league commercialization.
But her passion for sports—and her desire to drive national transformation—soon drew her to a new path.
Entering Sports Administration: Portas and Beyond
In 2016, Adwa transitioned from finance to sports consultancy, joining Portas Consulting, a global advisory firm specialized in sports strategy. Her focus was Saudi Arabia’s emerging sports reform landscape. Working on project analysis, implementation frameworks, and regional engagement, she gained deep insights into what the Kingdom needed to evolve its sports ecosystem.
Her work at Portas helped shape strategic recommendations for national bodies, drawing attention from senior government stakeholders.
At the Ministry of Sport: A Force in Policy and Planning
In 2019, Adwa joined the Ministry of Sport, assuming the role of Director of Investments. Within months, she was appointed Assistant Minister for Sport Affairs, reporting directly to the Minister of Sport. This role placed her at the nexus of policy, strategy, and operational execution.
Her contributions include:
- Drafting the National Sports Sector Strategy: A comprehensive policy framework guiding the growth of Saudi sports across disciplines, genders, and regions.
- Advising on Private Sector Participation: She advocates for private investment in sports infrastructure, leagues, and events.
- Overseeing Major Global Events: She played an instrumental role in the success of flagship events like:
- Formula-E Diriyah E-Prix (2018)
- Saudi Arabian Formula 1 Grand Prix (2021)
- FIFA Club World Cup (2023)
- Formula-E Diriyah E-Prix (2018)
- Youth Engagement Campaigns: Encouraging Saudi youth to embrace sports for health, opportunity, and social cohesion.
Her approach is comprehensive—addressing top-tier event delivery, regulatory reform, grassroots development, and financial sustainability.
Breaking Barriers in Women’s Sports
Few names are as closely linked with the rise of women’s sports in Saudi Arabia as Adwa Al-Arifi. Her journey from a student football club founder to a national policymaker is deeply entwined with this social revolution.
Her achievements include:
- Founding Riyadh’s Female Football Committee (2008): Creating early regulatory guidelines and training modules.
- Appointment to the Board of the Saudi Arabian Football Federation (SAFF) in 2019: She became the first Saudi woman to serve in that capacity.
- Creation of the Women’s Football Department at SAFF: A structural overhaul that resulted in the establishment of:
- Two professional women’s leagues
- Four official women’s national teams
- A coaching and refereeing pipeline for women professionals
- Two professional women’s leagues
- Hosting Women’s Sports Summits: She frequently speaks at forums to champion gender inclusion in athletics.
Under her leadership, the visibility, legitimacy, and participation of Saudi women in sports have grown exponentially.
Global Engagement and Diplomatic Roles
Adwa’s influence reaches far beyond the Kingdom. She holds multiple international positions that enable Saudi Arabia to play a leading role in global sports governance.
Key Global Roles
- Board Member, Saudi Olympic and Paralympic Committee
- Committee Member, Women’s Committee of the Asian Football Confederation (AFC)
- Committee Member, Women’s Committee of the Olympic Council of Asia (OCA)
- Bid Committee Member, AFC Asian Cup 2027 and Asian Games Riyadh 2034
In these positions, she brings Saudi values to global discussions while absorbing international best practices to bring back home. Her diplomacy helps elevate Saudi credibility as a capable host, partner, and innovator in sports.
Pre-Conclusion: A Transformational Architect
Adwa Al-Arifi is more than a policymaker—she is a visionary builder, an empowerment strategist, and a cultural reformer. Her presence across national and global platforms represents a new Saudi Arabia—bold, inclusive, and purpose-driven.
Strategy Meets Compassion
Her leadership is not transactional; it’s transformational. She balances quantitative strategy with qualitative empathy—always aware of the human impact of every policy decision.
Culture and Capability
Adwa has helped normalize women’s athletic participation without erasing cultural sensitivities. She understands that reform in Saudi Arabia must be rooted in respect as much as ambition.
A Leader of the People
In every arena—be it a football stadium or ministerial boardroom—Adwa brings calm authority, clarity of purpose, and authenticity. She is viewed as an inspiring role model for both women and men seeking to serve the Kingdom with distinction.
Conclusion: A New Era, A New Leader
As Saudi Arabia races ahead in its journey toward Vision 2030, Adwa Al-Arifi represents a generation of leaders prepared to rise to the moment. Her life’s work—from youth football to global forums—tells a story of belief in people, strategy, and progress.
In a country witnessing unprecedented social and economic change, Adwa’s legacy will be one of opening doors, breaking norms, and building sustainable structures that will outlast her title.
Saudi Arabia is no longer watching the world of sports evolve—it is shaping it. And Adwa Al-Arifi is one of the architects of that evolution.
