Blueprint for the fan experience

Saudi Arabia has entered a pivotal new chapter as it prepares to host some of the world’s most significant sports and entertainment events in the coming years. These include the Esports World Cup launching in Riyadh in 2026 – set to become the largest international esports competition ever held, the AFC Asian Cup 2027 and the FIFA World Cup 2034, two of the most influential global football tournaments; and Riyadh Expo 2030, which is expected to deliver substantial economic and cultural impact.

Delivering these events to the highest standard requires far more than operational excellence. Organizers worldwide continue to face challenges ranging from complex stakeholder ecosystems to the rising need for seamless digital and on‑the‑ground experiences for diverse global audiences. For the Kingdom, success will depend on addressing these barriers.

In this report, we explore what it takes to achieve this as we outline what an exceptional fan experience should look like across the dimensions that shape it, the personas it must serve, and the full journey from early awareness and planning through the event itself and beyond.

The report also draws from global best practices, highlighting what can be learned and adapted to Saudi Arabia’s context, and where the Kingdom has the opportunity to redefine global standards for modern mega‑event experiences.

In the sports sector, success depend on developing deeper audience understanding, strengthening coordination across public and private stakeholders, and leveraging the right mix of technology, data, cultural engagement, and human interaction to craft experiences that feel seamless and memorable.

Shadi Samhan

Partner, Sports Sector Lead

KPMG Middle East

Designing a holistic fan experience

Staging a major sporting event demands rigorous planning and flawless execution within the context of very rigid demands. The challenges outlined in this section reflect the most common barriers observed across global mega events, spanning safety, technology, data, operations, governance, and understanding of diverse audiences. Recognizing these challenges is a critical first step toward addressing them in a holistic and effective way. As fan expectations continue to rise, organizers are under increasing pressure to move beyond operational delivery and design experiences.

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Technology integration across the entire fan journey

Fans expect a digitally enabled experience hence organizers must integrate technologies smoothly across all touchpoints.

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Multi stakeholder coordination

Mega events involve government bodies, sponsors, broadcasters, local communities, and service providers that must be effectively coordinated to ensure smooth holistic experiences.

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Logistical complexity

Managing a mega event involves immense operational coordination - venue setup, staffing, transportation, vendor management, and emergency procedures which all play a role in a fan journey.

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Understanding fan behavior and insights

Creating personalized, seamless experiences requires deep understanding of fans yet collecting and using that data is a challenge.

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Managing external and uncontrollable factors

Mega events require robust contingency plans and real time communication systems as these disruptions can quickly reduce fan satisfaction.

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Crowd management and safety risks

Mega event fan areas face congestion, long queues, and potential safety hazards which in turn can have a significant impact on the overall experience.

A pragmatic framework for better fan experiences

KPMG’s Six Pillars of Experience Design framework provides a structured and insight-driven approach to addressing fans experience challenges and elevating organizational performance. Grounded in extensive research and practical client engagements, the framework enables the sport entities to clearly identify experience gaps, prioritize high-impact initiatives, and systematically design consistent, differentiated interactions across the end-to-end fan journey.

Integrity

Being trustworthy and engendering trust.

• Secure ticketing (anti-fraud, digital IDs)

• Clear pricing and refund policies

• Data privacy and cybersecurity (biometric tickets, AI crowd tools)

• Safe, well-managed venues

• Ethical AI usage

Personalization

Using individualized attention to drive an emotional connection.

• Persona-driven content

• AI-powered recommendations

• Personalized event app journey

• Smart hospitality packages e.g. smart food ordering, smart seat sensors that reward cheering or movement

Time & Effort

Minimizing customer effort and creating frictionless connection.

• One super-app and seamless ticket purchase

• Seamless visa application with proper alignment among government entities

• Fast entry and biometric access

• Smart mobility - real-time transport coordination

• Queue management

Resolution

Turning a poor experience into a great one.

• Real-time problem escalation

• On-ground rapid resolution

• Clear communication during delays

• Crisis management protocols and communication strategy

Expectations

Managing, meeting and exceeding customer expectations.

• Benchmarking against global events

• Clear pre-event communication

• Delivering on marketing promises

• Continuous innovation

• Accurate transport guidance

• Real-time updates

Empathy

Achieving an understanding of the customer’s circumstances to drive deep rapport.

• Accessibility-first design e.g. sensory-friendly zones

• Dedicated support for senior spectators

• Cultural sensitivity for international fans e.g. language support

• Family-friendly infrastructure

Integrity Personalization Time & Effort Resolution Expectations Empathy