A Key Figure in the “New Deal” of Saudi Soccer
After 20+ years as an executive at Inter Milan, Barbara Biggi is now Chief Commercial Officer at Al-Ahli in Jeddah – one of the most prestigious clubs of the Saudi Pro League. Thanks to massive investments, the league has attracted international stars including Cristiano Ronaldo, Neymar Júnior, Karim Benzema, Roberto Firmino, Riyad Mahrez and other top players. It has also been setting its sights on top-level executives such as Biggi, who brings with her extensive experience in European soccer.
An Economics graduate from Bocconi University with a thesis on soccer, Barbara Biggi has dedicated 23 years of her career to Inter, a team of which she is actually a fan. “I have always been very passionate about sports: Inter, NBA basketball, skiing with Tomba and Compagnoni,” says Biggi. “I asked myself: ‘Why be just a spectator when I could become part of it?’” Her moment arrived in 2001, when she was hired by Jeff Slack – then CEO of Inter, known for his long-time collaboration with Michael Jordan.
Over the years, Biaggi has covered various roles within Inter: Marketing Manager (2001-2009), Director of Partnerships (2009-2015), and Global Marketing and Partnerships Director (2018-2024). She has worked under three different owners – from Massimo Moratti, to Erick Thohir, to the Zhang family. She remembers the Moratti period as being more family-run and passionate: “I learned love and respect for these colors from him.” Inter became an international company, though, with Thohir, “with a precise budget to respect”. Lastly, Steven Zhang brought modernity and innovation, with a strong managerial presence in the corporate area, although Biggi believes that soccer generally would benefit from more female representation.
In 2024, after the team’s long-awaited second place standing, Barbara Biggi decided to make a change: "I felt it was time to embark on a new adventure.” She landed on Saudi Arabia, a rapidly changing country. “Soccer here is a start-up within a larger one, which is the entire country,” she says. “I was here 10 years ago, but now you can sense the positive energy amid great transformation. Currently a lot is being done regarding economic and social diversification, driven by major projects of the Vision 2030 program led by local professionals and extremely qualified, international executives.”
Barbara sees great opportunities in the Saudi sports arena, which plans to host the 2034 World Cup, among other projects. “Soccer is well-rooted in local passion, but the project is national – coordinated and developed at the highest level.” Even on a personal level, the decision to move to Saudi Arabia was well considered, especially thanks to the support of her family and 14-year-old daughter: “When my daughter agreed to move here, I knew then it was the right choice.”
Soccer in Saudi Arabia is a tool for national change, and Barbara Biggi is prepared to play a key role in this transformation. “I find it fascinating experiencing firsthand this momentous transformation that will undoubtedly have not only local repercussions, but international ones as well.”
With her experience and strategic vision, Biggi is poised to contribute to the future of Saudi soccer – bringing with her a wealth of expertise gained at one of Europe’s most prestigious clubs.
