Guido Fienga is a 54-year-old Italian financier and strategy consultant who, after eight successful years at the top tier Italian club AS Roma, was selected to become the CEO of one of the best known and most decorated Saudi football clubs, Al-Nassr, captained by Cristiano Ronaldo. He spoke to Sir Martyn Lewis about his plans to boost the Club’s exposure internationally and accelerate the growth of the Saudi Pro League (SPL).

Sir Martyn Lewis (ML) – Guido Fienga, a fantastically successful career behind you; why did you make the move to Al-Nassr?

Guido Fienga (GF) – Al-Nassr immediately got my attention because I believe it is more than just a football club – it's part of a larger national transformation project in Saudi Arabia.

If you ask anyone, whether in the kingdom or abroad, to name five things about Saudi Arabia, one of them will be the yellow jersey of Al-Nassr. Since Ronaldo’s arrival, football in Saudi has been revolutionised, and Al-Nassr stands as a symbol of the country’s transformation. The progress over the past five or six years has been remarkable, and the potential for the next 20 years is extraordinary. That’s why I decided to make this move alongside my family.

ML – So what do you see as the main challenges ahead?

GF – The main challenge is to meet the high expectations this project has already generated. Our progress has been so rapid that we now need to close the gap between where we began and where we want to be. We need to accelerate our operations and elevate our standards to align with the perception that we are already one of the world’s top clubs. Al-Nassr ranks as the 15th most followed football club in the world, surpassing many historic teams. While we may not yet fully match the high standards of those elite clubs with decades of legacy, we are tirelessly working to surpass them. This is the challenge we are focused on at the moment.

ML – You have been here just over a year. What do you see as the successes and the highlights of the season to date?

GF – Last year’s season marked the beginning of this new Saudi project. Objectively, it was not a bad season for us, as we ranked second in the championship. Unfortunately, we lost the King’s Cup in a penalty shootout, with the deciding kick being the 7th. That defeat left a lasting scar!

ML – It’s a tough way to lose.

GF – Yes, but we won the Arab cup which helped building a solid foundation for our improvement. We have strong competitors but we are determined to achieve our objectives. While we did not start the season with the best results, we have made significant adjustments, bringing in new players who are much younger than those previously signed, including two 24-year-olds as starters. This solidifies our foundation, with a focus on developing talents that can stay for the next five years and beyond. We also have a new coach who is performing excellently. On the pitch, the rivalry with other clubs is strong, and off the pitch, we are surpassing them in every area—sponsorship, audience, and followers — because Al-Nassr is the only truly international football club in Saudi Arabia.

ML – You talked about young players coming to the team, but of course you have one great player, Cristiano Ronaldo. What has his impact been?

GF – Cristiano has had an enormous impact, not just on Al-Nassr, but on Saudi football as a whole, bringing great credibility to the new project. When he joined Al-Nassr, nearly two years ago during the World Cup, many assumed it was the decision by a player at the end of his career seeking a final contract. However, he has proven otherwise.

Cristiano was the first to believe in this transformative vision, paving the way for many other stars to follow.

Thanks to him, the Saudi Professional League has become the second most followed football league in a region encompassing North and West Africa, the Middle East, and a large part of Asia – reaching over 4 billion people - second only to the Premier League. What was once a significant and historical domestic competition in now an international football project with an international audience.

Cristiano’s influence goes beyond football. He is giving worldwide visibility to other major Saudi projects, such as Red Sea, Neom, New Murabba, and Diriyah. He is the most followed person in the world, with a daily audience of over a billion people – roughly one-seventh of the global population. His impact on Saudi Arabia’s broader ambitions is extraordinary.

ML – I gather he has been particularly effective in improving fitness discipline within the club and also encouraging women players and a women’s football league here in Saudi.

GF – When you have a player like Ronaldo on your team, the roles of the coach and the sports director become much simpler. He is the ultimate example of discipline, training, diet and nutrition, setting a standard in the locker room for others to follow.

As for women’s football, it’s an area we take great pride in. Two years ago, the national women’s championship was launched, and Al-Nassr won both the first two editions so far. We are determined to secure a third title. Women’s football is progressing along the same professional trajectory as men’s football.

We are building Women’s youth teams for players under 16 and 17, and we are starting to participate in international competitions.

One of the first things I noticed when I came to Saudi Arabia is that traditional stereotypes about women here are completely unfounded. Women are active and present in all aspects of society, including football. For example, one of Al-Nassr’s Board Members is a highly skilled and dedicated professional woman who's deeply involved in the club's operations and provides me with tremendous support.

ML – And the government has a senior minister of sport who is a woman.

GF – Even in Italy, where I am from, I don’t see as many women in leadership roles as I have encountered in Saudi Arabia. It has been a very pleasant surprise, and I am truly happy about it.

ML – What about global sponsorship and partnership? Are people beating a path to your door on that front?

GF – Yes, we have secured significant deals with global sponsors like Adidas, who recognise Al-Nassr as a global brand on a par with clubs like Real Madrid, Manchester United and Bayern Munich. Other major companies like BMW and Snickers view us as one of the best gateways to connect with the Middle East, and many more brands are approaching us eager to share our values.

ML – And of course it helps that you have your own television station now?

GF – Yes, we recently launched Nassr TV, another significant step in connecting us with our international fan base. We are the first football club in the Middle East to launch such a project, offering two hours of fresh content daily while also exploring our extensive archive. Many stars, including legends of football, are eager to participate. Additionally, we are breaking new ground as the first football club to develop its own metaverse, leveraging artificial intelligence to engage with our fans in innovative ways.

ML – So how will fans engage with this metaverse?

GF – Fans won’t just use an App to select and purchase custom jerseys from our shop - they will be able to virtually step into the locker room and our actual training facility, interact with our players, coach, and even the CEO. They’ll have the chance to open Cristiano’s locker, explore its contents, and perhaps uncover special surprises created just for them. Ultimately, our goal is to bring every fan closer to the club, making them feel connected and involved in our daily life, no matter where they are, and proud to be a part of Al-Nassr.

ML – Can you see a point in the not-too-distant future, where fans in Britain would prefer to watch Al-Nassr and your league, the SPL, rather than Premier League football?

GF – I believe the SPL already has a strong following in Britain. In fact, the UK is one of the key markets where Al-Nassr matches are most watched. Every weekend, two SPL matches are broadcast on TV in Britain, and one of them is Al-Nassr.

However, I think football is deeply rooted in a sense of belonging to a community, so I don’t expect European footballs fans to switch their allegiance to a Saudi team. That said, I am confident that after supporting their own team, they take an interest in what’s happening in Saudi Arabia and be drawn to follow the legend that is Ronaldo.

ML – Finally, are you surprised at the enthusiasm, effort and money that is being put in to football in Saudi Arabia?

GF – No, I’m not. The first year has indeed been marked by a significant Saudi investment that surprised many, but must be viewed within the context of a long-term project. The initial investment will stabilise over time, while the project continues to grow. As with any new venture, the investment in the first year is not comparable to subsequent years; doing so would be like comparing two entirely different products at distinct stages of their development.

I believe that in five years, we will be able to make meaningful comparisons and demonstrate that the substantial Saudi investment isn’t as extravagant as some may think. However, the true horizon for Saudi football is ten years away, when the country will host the World Cup and must be prepared to compete at the highest level on the global stage.

All article images used with permission from Al-Nassr FC.