Breaking Barriers: Saudi Arabia Launches First 24-Hour Women's Sports Channel

Saudi Arabia has launched its first 24-hour television network dedicated to women's sports, a landmark step under Crown Prince Mohammed bin Salman's Vision 2030 reform program.

The Saudi Women's Sports Network (AWSN), created in partnership with the Saudi Football Federation and the Saudi Sports Company (SSC), began broadcasting on Friday. The channel, branded“SSC AWSN,” is available on the MBC Shahid streaming platform and will cover the Saudi Women's Premier League along with major international women's sporting events, Reuters reported.

AWSN was first introduced last year with the involvement of Oscar-winning actress Whoopi Goldberg. It is the world's first global channel exclusively devoted to women's sports. CEO George Chung said the network aims to“break barriers by providing global coverage of Saudi women's sports and highlighting new leagues and talent.”

The move comes amid rapid social changes in the Kingdom. Until 2017, girls were not allowed to participate in physical education in public schools, and women were permitted to attend stadiums only from 2018. Princess Reema bint Bandar Al Saud, now Riyadh's ambassador to Washington, has been credited with pushing many of these reforms.

The launch coincides with the start of a new season in the Saudi Women's Premier League. Princess Reema praised its progress since 2022, noting that“for the first time, fans around the world can watch live matches.”

Alia Al-Rasheed, head of women's football at the Saudi Football Federation, called the development“a transformative milestone” that will showcase Saudi athletes internationally and inspire future generations.

Officials also underlined the project's economic dimension. Emil Loon, CEO of the Saudi Sports Company, said the network fits into Vision 2030's push to diversify the economy, attract foreign investment, and expand women's roles in society.

The launch underscores Riyadh's ambition to use sport as both a reform tool and a soft power strategy. By spotlighting women's achievements on a global stage, Saudi Arabia aims to reshape its international image while expanding opportunities at home.

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