Saudi Arabia has launched its first 24-hour television network dedicated to women’s sports, branded “SSC AWSN.” The channel, available on the MBC Shahid platform, will showcase the Saudi Women’s Premier League and international women’s sporting events as part of the Kingdom’s Vision 2030 reforms.
A Vision for Equality
The channel is part of Crown Prince Mohammed bin Salman’s Vision 2030 plan to diversify the economy and expand women’s roles. AWSN, built with the Saudi Football Federation and Saudi Sports Company, is the world’s first global channel dedicated to women’s sports.
Championing Female Athletes
AWSN debuted last year with Oscar-winning actress Whoopi Goldberg’s support. CEO George Chung said the channel will “break barriers” by giving Saudi women and new talent global coverage. Its main focus includes the Saudi Women’s Premier League, which has grown rapidly since 2022.
Pioneering Change
The launch reflects years of advocacy and reforms. Girls could only join physical education in public schools starting in 2017. Women gained stadium access in 2018. Princess Reema bint Bandar Al Saud, now Saudi ambassador to Washington, pushed for many of these changes and praised AWSN’s progress.
Impact and Inspiration
Alia Al-Rasheed, head of women’s football at the Saudi Federation, called AWSN a “transformative milestone.” She said it will showcase Saudi athletes internationally and inspire future generations. Emil Loon, CEO of Saudi Sports Company, added that it will also drive investment and support Vision 2030 goals.
The Road Ahead
The channel highlights Saudi Arabia’s strategy of using sports as both a reform tool and a form of soft power. By spotlighting women’s achievements and expanding media representation, SSC AWSN is expected to strengthen opportunities for women in sports while reshaping the Kingdom’s global image.
For more updates on women’s sports and leadership stories, here’s the link to explore our Winning Her Way Sports section.
