When Domingos Soares Oliveira joined Al-Ittihad as CEO on October 1, 2023, he faced an enormous challenge. The club had already signed some of the world’s top football talent, but its off-field operations were still catching up to its on-field ambitions. Oliveira’s task was clear: modernize the club’s structure, meet the expectations set by the influx of global talent, and adapt to a new footballing culture while preserving Al-Ittihad’s 97-year history.
Reflecting on the transition, Oliveira noted the vast differences between European and Saudi football environments. However, one similarity stood out — the passionate football culture. “You can see kids playing in the streets and the passion in the stadiums,” Oliveira said. “Here, you have 60,000 people going to the matches. So, the passion for the game is the same.”
The challenge Oliveira encountered went beyond football — it was about building a professional organization from the ground up. When he took over, Al-Ittihad had about 100 employees. Today, that number has surpassed 300, signaling rapid growth in the club’s organizational structure. The absence of key positions, such as a CFO, sporting director, and commercial director, meant that Al-Ittihad needed to quickly transform from a passion-driven operation to a professional football institution.
Oliveira likened the process to running a startup, albeit one with decades of history behind it. He explained, “We were like a startup, but inside an organization like PIF (Public Investment Fund), we need to prepare everything in terms of policies, procedures, and strategy to meet PIF requirements.”
One of his key strategies was restructuring the football department. Despite difficulties on the field, which saw coaches Nuno Espirito Santo and Marcello Gallardo replaced, Oliveira and his team pushed forward with the plan to professionalize the club. He appointed experienced European football figures, such as Ramon Planes, former Barcelona sporting director, to oversee the football operations. Planes, alongside Oliveira and head coach Laurent Blanc, now forms the club’s sporting committee, ensuring consistency in football decisions and recruitment, irrespective of managerial changes.
In line with this transformation, Oliveira is focusing on youth development, specifically fostering Saudi talent. While Al-Ittihad’s roster includes high-profile international players like Karim Benzema, N’Golo Kante, and Fabinho, Oliveira acknowledges the importance of building a sustainable future with homegrown talent. “We cannot only rely on players coming from abroad, because it’s not sustainable,” he stated, highlighting the need for a long-term investment in young Saudi players.
Al-Ittihad’s strategy involves increasing the “Saudi-isation” of the club by training and promoting more local talent in the football department. Oliveira aims to ensure that, in the coming years, Saudi players will play a larger role in the club’s success. “If we want to do something really relevant at the 2034 World Cup, it’s now that we have to start developing this concept of having the best young Saudis trained the proper way.”
Looking toward the future, Oliveira emphasized the importance of improving commercial activities, expanding TV rights, and ensuring financial sustainability. However, his focus remains on youth development. “I want to develop the Saudi players the best way I can. For that, I need facilities, a strategy, procedures, and the raw material that we already have at younger ages,” he said.
By investing in top-notch training facilities and developing a comprehensive youth strategy, Oliveira believes Al-Ittihad can become a center of excellence that will eventually supply players to the Saudi national team. In ten years, he envisions a future where the majority of Saudi national team players come from the club’s development system.
Oliveira’s vision for Al-Ittihad is clear: build a legacy that not only excels on the pitch today but also lays the foundation for the future of Saudi football. With the right infrastructure, strategy, and commitment to youth development, the club is poised to play a major role in shaping the Kingdom’s football landscape.
