In Saudi Arabia, nine out of ten fans now watch highlights on their phones, and nearly two-thirds prefer short-form formats such as reels or stories.
Sports fans across the Middle East are shaping a new kind of digital relationship with the games they love. They no longer wait for post-match recaps or tune in at set times. Their attention moves quickly, and their expectations move even faster. They want instant connection that fits into the rhythm of their day — always on, mobile-first, vertical and personal.
In Saudi Arabia, nine out of ten fans now watch highlights on their phones, and nearly two-thirds prefer short-form formats such as reels or stories. This shift marks a fundamental reordering of how value is created between fans, rights holders, and media organisations. The first moment of engagement is no longer a scheduled broadcast. It begins the second a fan opens their app.
Reimagining Retention in a High-Growth Market
As the Saudi Pro League attracts global players and audiences, the spotlight on regional sports has never been brighter. Yet visibility alone no longer guarantees loyalty. Fans are hungry for content that feels personal and keeps them connected between matches.
That’s where In-App Stories are transforming content strategies for leading rights holders. Using AI-generated, vertical video stories, leagues, clubs, and broadcasters can deliver every piece of content — from goals to reactions and celebrations — directly into their apps. The format mirrors how fans already consume content on social media, but with one critical difference: the fan stays within the organization’s own ecosystem, where every interaction builds insight and value.
The data proves its impact. On average, Story click-through rates reach 12.3%, more than 25× higher than the industry benchmark of 0.45%. And while only 6% of Stories are published before games, those pre-game posts generate double the engagement of in-game content.
These are only some of the stats shared in WSC Sports’ latest report on In-App Stories and Moments, two of the most popular formats in the platform. This shows how immersive these formats are. In-app experiences don’t just entertain, they convert attention into loyalty and business outcomes.
Building Ownership in the Fan Economy
With sports investment surging across the Gulf, competition for fan attention has never been fiercer. The true advantage now lies in owning the relationship. When engagement happens inside an owned app, every tap, view, and share helps build a clearer picture of what fans value most.
Organisations like LaLiga and Clevland Cavalires are already proving the model. By combining personalization with real-time highlights, they’re turning content into a continuous feedback loop where engagement drives retention — and retention drives revenue. For MENA’s fast-growing sports ecosystem, this approach offers a sustainable way to expand audiences while maintaining control of data, storytelling, and commercial value.
The New Shape of the Fan Journey
The fan funnel is no longer linear. Fans now move fluidly between live games, social clips, and app experiences — each interaction deepening their attachment to the team or league. The new Fan Journey Report from WSC Sports explores these evolving behaviors across regions, revealing how vertical, short-form, and in-app content are reshaping fandom in the Middle East and beyond.
Download the report to explore the full findings and see how MENA’s most connected fans are redefining engagement for the next era of sports.
