Saudi Princess Reema joins women's sports network AWSN as adviser

Princess Reema Bandar Al-Saud, the Saudi Arabia's ambassador to the US, has been appointed as an advisory figure for All Women's Sports Network (AWSN). The media company, co-founded by actress Whoopi Goldberg, aims to increase coverage of women's sports across the Middle East and beyond. AWSN CEO George Chung praised Princess Reema's dedication to female athletes and their cause, calling her advocacy a perfect match for AWSN's mission.

The executive explained, "What she understands is that sports is a catalyst for change. We consider ourselves a global platform, not just to make sports from around the world more visible, but to make them available to women."

AWSN plans to host its inaugural sports festival in the Middle East in the first quarter of 2027. The festival will feature games, training camps, entertainment, and retail experiences, all designed to provide local athletes with exposure to international players and to produce content for the network. Chung announced at least four such festivals globally in 2025, including events in Saudi Arabia, the US, and Britain.

Saudi Arabia has been investing in women's sports as part of its broader reform agenda, Vision 2030. The Saudi Women's Premier League, launched in 2022, has aimed to establish a more professional structure for women's soccer in the kingdom. AWSN began broadcasting the league's matches the previous year. The network reported a surge in viewership for Saudi women's soccer, with audience numbers increasing by 20% to 30% per game, and average viewing time rising nearly 50% during the season.

Chung confirmed that AWSN has faced no programming restrictions in the region, citing investment in women's teams, facilities, and broadcasts as proof of growing support for female athletes. He added that AWSN had drawn 1.5 million viewers in its first 10 days on Pakistan's Tamasha platform, a figure he attributed to the demand for women's sports outside traditional Western markets.