The launch of a national sports academy designed to discover and develop Saudi Arabian talent was the subject of a successful global media campaign by Legends PR and Communications company.

Mahd Sports Academy (Mahd) aims to identify talent for both team and individual sports in children as young as six. It will go on to nurture them, creating a new generation of athletes in the Kingdom, who will compete in regional, national, and international events.

“The goal of creating this project is to create champions who grab gold, impress the world, and make their country proud of them,” said the Saudi Sports Minister, Prince Abdulaziz bin Turki Al-Faisal, who is also chairman of Mahd.

The ceremony to launch Mahd was attended by FIFA President, Gianni Infantino, Portuguese football manager, José Mourinho, and Italian coaches Fabio Capello and Roberto Mancini.

The academy’s formation is part of Saudi Arabia’s Vision 2030, designed to diversify the Kingdom’s oil-based economy and to improve the quality of life of its youthful population.

To generate publicity for the launch, Legends started approaching international media with its key messages a month before the event. It circulated 160 pieces of content via 144 media outlets in 46 countries using ten different languages. The resulting coverage featured in The Sun, Sky News, Spanish sports newspaper Marca, France Football, and Al Arabiya, among others.

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About Legends PR 

Legends PR, a leading communications company based in Riyadh and founded in 2019 to bridge cultures and amplify voices, has executed over 50 projects to shape perceptions, manage reputation and build soft power, through extending its reach across 90 countries. Legends' solutions include strategic planning and PR consultancy, content creation, media relations, digital campaigns, and thought leadership programmes, while blending local insights with global perspectives.

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Legends PR  
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Phone: +966-5030-78111  
Website: http://www.Legends.sa