On the evening of Paris Saint-Germain’s second-leg UEFA Champions League match against Bayern Munich, Riyadh’s LDN Circus, the city’s first pub-style entertainment venue, transformed into a hub for football enthusiasts. Large screens broadcasted the game amid an array of football jerseys, scarves, and signed memorabilia provided by After90, a Saudi-founded sports collectibles company. The event underscored a burgeoning fan culture in Saudi Arabia, where football passion extends beyond the pitch into memorabilia, shared experiences, and nostalgia.

After90 was established to cater to this evolving sports culture, specializing in signed shirts, framed photographs, and other match-related items designed to capture moments “beyond the whistle.” The company, initially focused on football, has expanded its scope to include other sports such as basketball and mixed martial arts (MMA). Co-founder George Nassif explained that the concept originated from observing fans signing memorabilia after matches on television while in Saudi Arabia. “With everything happening in Riyadh through Vision 2030 and the major investment already taking place in Saudi Arabia, I told [my partner] this could become a great opportunity,” he said.

Bader Al-Ghossoun, another co-founder, highlighted the influence of Crown Prince Mohammed bin Salman’s Vision 2030 as a driving force behind their business. “One of the goals and ambitions of his royal highness the crown prince is to create startups and small businesses that support the economy as a whole,” Al-Ghossoun said. He described After90 as a component of a wider strategic vision, emphasizing its role in promoting sports, one of the pillars of the Kingdom’s long-term development plan.

The collaboration with LDN Circus drew a packed crowd, who engaged in football trivia contests to win signed jerseys from football legends Roberto Carlos and Francesco Totti. Tarek Ghosn, a fellow co-founder, pointed to Riyadh’s dynamic sporting environment as ideal for After90’s growth. “People are in love with football here,” Ghosn said, adding that basketball and combat sports like boxing and MMA are also gaining traction. Reflecting on business prospects, he described Saudi Arabia as “one of the top three places in the world to build a business” and one of the largest global markets across industries.

LDN Circus serves as an emblematic venue where local and international football cultures coexist, offering fans a dedicated space to experience matches together. Nassif remarked on the immersive football atmosphere, noting the abundance of screens, flags, and memorabilia that make the venue an ideal partner for After90.

Despite the enthusiasm and visible growth of the fan base, Saudi football supporters often face skepticism about the authenticity of their passion. As the Kingdom continues to invest heavily in global football and reshape its sporting landscape, the rise of businesses like After90 showcases a deepening cultural engagement with the sport that extends well beyond the stadium.