After90: Saudi Sports Collectibles Brand Expands

A Saudi-founded venture called After90 is building a following among sports fans through memorabilia and collectibles, with football culture at the heart of its identity and new ventures into basketball and mixed martial arts.

The business centers on items that connect fans to the games and teams they love, tapping into the growing appetite for sports culture across the Kingdom. Rooted in football, After90 has recently widened its focus to include two fast-growing categories in the region: basketball and mixed martial arts.

Why it matters

Interest in collectibles and fan merchandise has been rising alongside the broader growth of sports and entertainment in Saudi Arabia. Ventures like After90 reflect how local entrepreneurs are turning fandom into products and experiences aimed at communities of enthusiasts.

By expanding beyond football, After90 signals that demand extends across multiple sports, offering fans of basketball and mixed martial arts their own place within a homegrown collectibles scene. For residents and expats alike, it points to a maturing local market where hobbies and sports passions increasingly find dedicated spaces.

Saudi Living will continue to follow homegrown ventures and community trends shaping everyday life across Riyadh, Jeddah and beyond.

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