Al-Khulood and Abha: A digital platform that integrates Saudi heritage and artificial intelligence
In a remarkable initiative reflecting the depth of sportsmanship and embodying Saudi cultural heritage, Al-Kholoud Club, recently promoted to the Saudi Professional League, welcomed Abha Club with a unique and creative video. The club, hailing from the city of Ar-Rass in the Qassim region, utilized artificial intelligence to produce an innovative visual montage inspired by "Al-Midqal," a prominent welcoming art form in the southern region of the Kingdom, offering a digital greeting that blends modern technology with rich cultural traditions.
What is the southern “Madqal”?
The “Midqal” is more than just a dance or celebration; it is an art of welcoming and hospitality deeply rooted in the culture of the southern region, particularly in the Asir region. The “Midqal” is performed to welcome distinguished guests on major occasions, where men stand in facing rows, carrying traditional daggers (Jambiyas), and perform rhythmic, synchronized movements accompanied by welcoming poems that express generosity, courage, and pride. Choosing to commemorate this particular heritage to congratulate Abha Club, which represents the southern region, was a thoughtful gesture that conveyed a profound message of respect and appreciation for the history and identity of the rival club.
A broader sporting and cultural context
This initiative comes at a time when the Saudi sports scene is undergoing a historic transformation, with clubs like Al-Kholoud rising to the top flight for the first time in their history, the Saudi Professional League (formerly known as the Roshan League), which has garnered global attention. The competition is no longer confined to the pitch; it has expanded to include the ability to build a strong fan identity and connect with supporters in innovative ways. The video, which went viral on social media platforms, was not only well-received by fans of both clubs but also received widespread praise from various observers of Saudi sports, who saw it as a model of fair competition that strengthens the bonds between the people of the same nation.
The impact and dimensions of the initiative
Locally, such initiatives enhance the value of club brands, transforming them into more than just sports teams; they become ambassadors for their respective cultures. Internationally, this content presents a positive image of the Kingdom, where tradition blends seamlessly with modernity. The appearance of American investor Ben Harbour in the video, wearing traditional Saudi attire, served as a clever visual message, emphasizing that the Saudi League's global openness does not conflict with, but rather complements, pride in local identity. Al-Kholoud Club has demonstrated that clubs' social media accounts can be effective tools for shaping public perception and presenting Saudi identity in a contemporary and engaging way, capable of reaching and influencing a broad global audience.
