Key Points:
- Historic Launch: Saudi Arabia debuts 24-hour women’s sports channel.
- Progress: Supports female participation under Vision 2030.
- Impact: Boosts visibility and inspires athletes.
Saudi Arabia has launched its first-ever 24-hour women’s sports channel, a landmark step in the country’s growing efforts to promote female participation in sports. The channel, SSC AWSN, is a collaboration between the Saudi Sports Company and the All Women’s Sports Network (AWSN), which was co-founded by actor and comedian Whoopi Goldberg. Streaming on the MBC Shahid platform, the channel will exclusively showcase women’s sporting events, giving female athletes an unprecedented platform to reach wider audiences both at home and abroad.
The launch coincides with the start of the Saudi Women’s Premier League, marking the first time the tournament will be broadcast live across the kingdom and internationally. Alongside local fixtures, SSC AWSN will also feature coverage of global women’s competitions, including UEFA matches and other leading international leagues, ensuring that audiences have round-the-clock access to women’s sports.
Historical Context and Growing Access
The move is especially significant given the rapid shift in Saudi Arabia’s approach toward women’s participation in sports. For decades, women faced restrictions not only on playing but also on attending sporting events. Change began in 2017, when girls were allowed to take part in physical education at public schools, and further progressed in 2018, when women gained entry to sports stadiums.
These changes are part of broader social reforms driven by the country’s Vision 2030 plan, which seeks to diversify the economy and increase female participation in all sectors of public life. Over the past few years, Saudi Arabia has invested heavily in women’s football, establishing domestic leagues, supporting grassroots programs, and encouraging female athletes to take center stage. The launch of SSC AWSN is seen as a direct extension of these efforts, offering greater visibility and legitimacy to women’s sports within a rapidly evolving cultural landscape.
Reactions and Broader Impact
Sports officials and advocates have hailed SSC AWSN as a transformative moment. Leaders within the Saudi Football Federation have highlighted that broadcasting women’s matches in prime time will help normalize female participation and inspire a new generation of athletes. For players, the initiative provides more than visibility—it offers validation that their achievements carry equal weight on the national stage.
AWSN executives also underscored the global importance of the launch, calling it a breakthrough in expanding the reach of women’s sports. By broadcasting both domestic and international competitions, the platform aims not only to support local talent but also to create a bridge between Saudi women’s sports and the global sporting community.
Beyond sports, the channel reflects a symbolic milestone in the kingdom’s ongoing reforms. While challenges remain, the establishment of a 24-hour women’s sports network signals a growing acknowledgment that female athletes are integral to the future of sports in Saudi Arabia and beyond. As the first matches air on SSC AWSN, the channel is already being seen as more than just a broadcast platform—it is being hailed as a statement of progress and a step toward long-term cultural change.
Visit CIO Women Magazine For The Most Recent Information.
