The launch of a national sports academy designed to discover and develop Saudi Arabian talent was the subject of a successful global media campaign by Legends PR and Communications agency.

Mahd Sports Academy (Mahd) aims to identify talent for both team and individual sports in children as young as six. It will go on to nurture them, creating a new generation of athletes in the Kingdom, who will compete in regional, national, and international events.

“The goal of creating this project is to create champions who grab gold, impress the world, and make their country proud of them,” said the Saudi Sports Minister, Prince Abdulaziz bin Turki Al-Faisal, who is also chairman of Mahd.

The ceremony to launch Mahd was attended by FIFA President, Gianni Infantino, Portuguese football manager, José Mourinho, and Italian coaches Fabio Capello and Roberto Mancini.

The academy’s formation is part of Saudi Arabia’s Vision 2030, designed to diversify the Kingdom’s oil-based economy and to improve the quality of life of its youthful population.

To generate publicity for the launch, Legends started approaching international media with its key messages a month before the event. It circulated 160 pieces of content via 144 media outlets in 46 countries using ten different languages. The resulting coverage featured in The Sun, Sky News, Spanish sports newspaper Marca, France Football, and Al Arabiya, among others.
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Legends was created in Riyadh in late 2019. With a global team of experts, the agency provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

For more information, please contact:

Mahmoud Aziz 

Cell: +966 54 075 9947

Email: m.aziz@Legends.sa