In the past five years, Saudi youths have not only become more aware of the international scene and European football teams like Manchester United, Inter Milan, and Barcelona, Real Madrid, Liverpool and Arsenal, they have also become die-hard fans of the sporty lifestyle. In contrast, ten years ago Saudis were only fanatical and keen only about Saudi local teams: Al –Ahli, Ittihad, Helal, Nasser, Wehda and others. It' is a common sight to come across sports enthusiasts who support and follow the local football games, just as engrossed and glued to TV screens during European soccer championships. This new craze for European soccer teams has also wooed some Saudi entrepreneurs to import international football businesses into the Kingdom. For the first time in the Middle East and Arab world, the English and global sportswear store “Soccer Scene” of London has recently opened its first branch outside the UK in Jeddah at Al- Sultan Mall. Soccer Scene, which was established in 1980 is a niche store catering to all the needs of football and rugby enthusiasts, with an extensive range of replica kits, football boots, European team' jerseys, training equipment, and football souvenirs. “All these authentic UK products will be available to Saudi customers and football aficionados through this new branch in Jeddah,” said Farid Zahid, the general manager of Yousef Abdullatif Banajah Group, the sole franchise company of Soccer Scene in the Middle East. “Our vision of starting such a business here came after the recent European football games and championships in the last five years, which were very well received by people,” Zahid explained. “We are proud that we were able to obtain such a global franchise company specialized in international and global football clubs. We promise to present original and unique items in the world of football to the public” Zahid ended. Capt. Ahmad Eid, a former player in the Al-Ahli local team who was one of the visitors at the opening of the store, told the Gazette that sports education and athletic awareness in the Kingdom has undergone a very critical transition phase -- especially in the world of football -- where many Saudi youths have become attracted to international games and events as eagerly as to local ones. “I think this is the beginning of our participation in the international sports arena. I hope that the establishing of this international franchise in the Kingdom will be the milestone of future international sport events and football games,” captain Eid said.
