Simon Müller

CEO

A sports and event marketing specialist with more than twenty-five years of international experience across sports development, sport for all, events, sponsorship and government-led programmes. Based in Saudi Arabia since 2016, he was the first employee of the mass participation team within the Ministry of Sport and played a central role in establishing sport for all across the Kingdom; as director of programmes and events he led more than 100 projects and activated over two million people nationwide. He previously built and led sports marketing and event businesses in Germany, working with international brands including BMW, Coca-Cola, Sky and Turkish Airlines, across mass-participation running, basketball talent development, corporate health and sponsorship activation. He is founder and chief executive of Movado Arabia, which focuses on community sport, active cities and measurable sports development, and his team is currently delivering community engagement work for the Asian Cup local organising committee.