supertri returns to NEOM Beach Games fuelling record-breaking growth in triathlon across Saudi Arabia
supertri kicks-off the 2024 NEOM Beach Games this weekend, marking the third consecutive year of the triathlon event taking place in the region. Having already tripled broadcast viewership of the sport in Saudi Arabia and significantly increased participation, supertri aims to build on this success.
Since operating in the Kingdom since 2019, supertri has worked closely with NEOM and the Saudi Triathlon Federation. The inaugural supertri event was hosted in NEOM in 2022, where supertri produced a groundbreaking first-ever full live broadcast of a triathlon from within Saudi Arabia itself, complete with full Arabic commentary.
The event generated huge interest from the country’s young and ambitious population, which led to extended broadcast deals with Saudi Sports Channel and beIN Sports, who committed to broadcasting supertri’s entire League season. In 2023 viewing figures saw a 146% rise, including a 66% surge in live viewers. supertri’s annual YouTube viewership from the Kingdom has grown more than 6000% since 2022.
In parallel, the efforts of the Saudi Triathlon Federation, backed by supertri, saw participation in the sport increase by 24% from 2022 to 2023, with further significant growth expected to be confirmed once the 2024 season concludes.
The upcoming 2024 edition of supertri NEOM on Sunday, November 3 will kick off the NEOM Beach Games and serve as the final event of the supertri League season. With the individual and team titles and a prize pool of over $1 million at stake, the competition will be thrilling.
Among the athletes competing are both Paris Olympic Games gold medalists Alex Yee and Cassandre Beaugrand, making supertri one of the only sports properties in the world to boast Olympic champions competing in the Kingdom.
Beyond the globally broadcast professional events, supertri is committed to driving the sport's growth in the region. Year-round efforts to increase access to and participation in triathlon in the Kingdom have included:
Building strong partnerships with the Saudi Triathlon Federation, which has included:
Training technical officials to enable the Kingdom to host triathlon events year-round
Inviting the Saudi Triathlon Federation to supertri international events to help create a blueprint for triathlon in the Saudi Games
Facilitating Saudi triathletes’ participation in both supertri and supertri E
Through its ‘Stars of Tomorrow’ initiative and youth programs, supertri has actively engaged with local schools, promoting health and fitness among young Saudis, and nurturing the next generation of triathletes
Promote sport participation among target segments of the population, such as women and young people, including taking Olympic and World champions on school visits and running clinics in the country
Collaborating with regional businesses, including Bahrain Victorious and MyWhoosh, to grow the sport and nurture local talent across the Middle East
Establishing Crown Racing, a Middle Eastern professional triathlon team, as part of supertri’s elite structure.
supertri has been a trailblazer in promoting women’s participation in triathlon, highlighting inspirational stories in the Kingdom, such as that of Jude Jamjoom, who was selected as a star of supertri’s NXT Gen campaign for her work in opening up the sport to women in the Middle East.
supertri’s efforts are closely aligned with Saudi Vision 2030, promoting wellness, increasing sports participation, and helping to build a sustainable sports ecosystem in the Kingdom.
As such, supertri’s ambitions for the region also include further driving accessibility of the sport through its hybrid supertri E product, which mitigates local barriers to entry such as climate and infrastructure. This will only be further helped as the recently signed partnership with MyWhoosh continues to develop.
Michael D’hulst, supertri CEO and Co-Founder, said: “supertri has a mission ‘To Inspire the Competitor in Everyone’, and we have enjoyed huge success in doing just that in Saudi Arabia. Partnering with NEOM and the Saudi Triathlon Federation to use the inspiration and entertainment created by our Olympic and world champions to grow a sport that breaks boundaries and enriches communities is what we pride ourselves on, and we as we prepare for a third supertri race in NEOM we continue to work year-round to build on this incredible start.”
The ambitious Saudi Triathlon Federation has used the leverage and inspiration created by supertri to further capitalise on the opportunities for growth.
Saudi Triathlon Federation President, Ali Magboul, said: "The Government of Saudi Arabia has made remarkable strides in supporting the growth of the sports community, providing infrastructure, resources, and initiatives that foster participation and excellence. However, this transformation begins at home. Parents play a pivotal role in shaping the future of sports by encouraging their children, fostering a positive mindset, and promoting healthy, active lifestyles from an early age. True progress will come when every household embraces this vision, working hand in hand with government efforts to build a stronger, healthier sports culture for generations to come."
supertri NEOM takes place on Sunday, November 3. For further information visit supertri.com
