Princess Reema bint Bandar Al-Saud, Saudi Arabia’s Ambassador to the United States, has joined the All Women’s Sports Network (AWSN) as an adviser as the sports media platform expands its coverage of women’s sport across the Middle East and internationally.
The appointment was announced on 6 October 2026. AWSN, which was co-founded by actor Whoopi Goldberg, said Princess Reema’s role will support its efforts to increase the visibility and accessibility of women’s sport.
For AWSN, the appointment comes as the network prepares to move beyond broadcasting and develop a wider programme of live events, training and sports-related experiences in the region.
Princess Reema has been involved in the development of women’s sport in Saudi Arabia for several years, making her appointment particularly relevant to AWSN’s plans for the Middle East.
Expanding the Reach of Women’s Sport
AWSN describes itself as a global platform focused specifically on women’s sport.
Chief Executive George Chung told Reuters that the network wants to make women’s sport more visible while also improving access to sports content for women and audiences internationally.
The network has already established a presence in Saudi women’s football.
AWSN began broadcasting the Saudi Women’s Premier League in 2025, after the league was launched in 2022 as part of the development of a professional women’s football structure in the Kingdom.
According to Chung, AWSN has recorded audience growth for its Saudi women’s football coverage, with viewing numbers increasing by between 20% and 30% per game and average viewing time rising by nearly 50% over the season. These figures were provided by AWSN.
The network also reported reaching 1.5 million viewers during its first 10 days on Pakistan’s Tamasha platform, indicating an audience for women’s sports content beyond traditional Western markets.
Princess Reema’s Role in Women’s Sport
Princess Reema has held a number of positions connected to sport, inclusion and participation in Saudi Arabia.
She was previously involved with the Saudi General Sports Authority and the Saudi Sports for All Federation, and has served in leadership roles focused on increasing participation in sport.
Her international responsibilities have also included work with the International Olympic Committee.
Her appointment as Saudi Arabia’s Ambassador to the United States in 2019 made her the first Saudi woman to hold the position.
Her involvement with AWSN now adds a sports media and international visibility dimension to her work.
For the network, her experience across sports development, international relations and women’s participation provides a connection between its media operations and the wider development of women’s sport in the region.
From Broadcasting to Live Events
AWSN’s ambitions extend beyond television and digital broadcasting.
The company plans to stage its first Middle Eastern sports festival in the first quarter of 2027.
The event is expected to combine sporting competitions, training camps, entertainment and retail experiences, with the aim of connecting local athletes with international players.
AWSN also plans at least four sports festivals globally during 2027, including events in Saudi Arabia, the United States and Britain.
This represents a broader approach to women’s sport.
Broadcasting can increase visibility, but live events can create additional opportunities for athletes, coaches, sponsors, fans and businesses.
For athletes in emerging women’s sports markets, greater exposure can also contribute to stronger commercial opportunities and professional pathways.
Saudi Women’s Sport Continues to Develop
The appointment takes place against the backdrop of Saudi Arabia’s wider investment in sport under its Vision 2030 programme.
Women’s football has been one of the areas where the Kingdom has developed new structures in recent years.
The Saudi Women’s Premier League was launched in 2022, providing a professional competition for women’s football. AWSN began broadcasting matches from the league internationally and within Saudi Arabia in 2025.
The development of women’s sport in Saudi Arabia has also attracted international attention and criticism, with rights groups and others questioning the country’s broader use of sports investment and high-profile sporting activity.
Reuters reported that AWSN’s Chung said the network had not faced restrictions on its programming in the region and pointed to investment in women’s teams, facilities and broadcasts as signs of growing support for female athletes.
That context is important when considering the growth of women’s sport in the Kingdom.
A Larger Opportunity for Women’s Sports Media
The appointment also highlights an issue that extends beyond Saudi Arabia.
Women’s sport has historically received less broadcast coverage, sponsorship and media attention than men’s sport. As more women’s competitions develop professionally, sports media organisations are increasingly looking at how to build dedicated audiences around them.
AWSN’s model is based on creating a dedicated platform rather than treating women’s sport as an occasional addition to broader sports coverage.
That creates opportunities to build audiences around competitions that may otherwise receive limited exposure.
For athletes, increased coverage can translate into greater visibility. For sponsors, it can create new commercial inventory. For fans, it provides easier access to competitions and athletes who have traditionally received less media attention.
The growth of digital platforms also means that women’s sports audiences no longer have to depend entirely on traditional broadcasters.
Building Connections Across Markets
Princess Reema’s appointment comes at a time when AWSN is looking to connect women’s sport across different markets.
The planned festivals in the Middle East, the US and Britain could provide opportunities for athletes and sports professionals from different countries to interact outside traditional competition structures.
That could include training, coaching, fan engagement and commercial partnerships.
For the Middle East in particular, such initiatives could help connect emerging women’s sports programmes with established international athletes and organisations.
The objective is not only to broadcast sport, but to create an ecosystem around it.
A New Role in a Growing Women’s Sports Market
Princess Reema’s move into an advisory role at AWSN adds another international dimension to her work in sport.
For AWSN, it comes as the organisation expands its presence in the Middle East and prepares to introduce live events alongside its broadcasting operations.
For women’s sport in the region, the development reflects a wider shift towards professional leagues, dedicated media coverage, greater participation and international exposure.
The success of that shift will ultimately depend on more than visibility.
Athletes need sustainable competitions, facilities, coaching, commercial opportunities and pathways that allow them to build long-term sporting careers.
But visibility remains an important part of that process.
As AWSN expands its coverage and events, Princess Reema’s involvement places a prominent advocate for women’s sport within an organisation specifically built around giving female athletes a larger international audience.
