Building a Global Sports Legacy Rooted in Values: ISSA’s Nasser Majali on the Future of the Islamic Solidarity Games

In this exclusive interview with iSportConnect’s Taruka Srivastav, Nasser Majali, Secretary General of the Islamic Solidarity Sports Association (ISSA), outlines the Association’s ambitious roadmap to elevate the Islamic Solidarity Games into a globally recognized multi-sport platform rooted in shared values. From attracting international sponsors and enhancing broadcast reach, to advancing gender inclusion, sustainability, and digital transformation, Majali shares how ISSA is reshaping sports diplomacy and uniting 57 nations under a common vision of cultural pride, social progress, and sporting excellence.

The ISG brings together athletes from across the Islamic world. What strategies are in place to attract global sponsors and enhance commercial partnerships for the Games?

Since launching its new strategy in 2023, the Islamic Solidarity Sports Association has been working to enhance its commercial appeal by strengthening governance systems and raising institutional and operational performance standards. The ISSA brings together 57 member countries united by shared Islamic values, with a combined GDP estimated at $22 trillion.

The Islamic Solidarity Games, held every four years, serves as a unique platform that brings together over 4,000 athletes from across four continents and conveys a powerful message of peace and unity through sport. This presents an ideal opportunity to build impactful and long-term commercial partnerships, and the ISSA is currently engaged in advanced negotiations with global sponsors to achieve these goals.

Broadcasting plays a key role in expanding the reach of multi-sport events. How is the ISSA working on maximizing media rights deals to ensure greater visibility across international markets?

The Islamic Solidarity Sports Association recognizes the pivotal role of broadcasting rights in expanding the reach and value of the Games. We are currently working to establish strategic partnerships with leading media platforms and broadcasters to ensure that coverage of the Games reaches the widest possible audience—both within our member countries and beyond.

Our goal is to enable athletes to showcase their talents to a global sports community of over two billion people. Through these partnerships, we aim to enhance the viewing experience, boost audience engagement, and position the Islamic Solidarity Games as a unifying platform that reflects our shared values.

This effort is supported by ongoing investments in digital coverage and live broadcasting quality, as we work toward making the Games a sought-after visual reference and premium content offering on major global sports platforms.

Apart from sponsorships and broadcasting, what are the key revenue streams for the ISSA, and how do you plan to diversify them for long-term financial sustainability?

As part of its ongoing transformation, the ISSA is evolving from being solely an organizer of the Islamic Solidarity Games to becoming a multi-impact institution that leads sustainable sports policies and delivers year-round programs and services for the benefit of its member countries.

In line with this vision, work is currently underway to establish a dedicated commission responsible for diversifying the Association’s revenue streams. This commission will draw on the expertise of its members from across the ISSA’s network to help build a more resilient and sustainable financial model aligned with the organization’s strategic objectives.

To further support this direction, the ISSA is also planning to establish a dedicated Fundraising Department by 2026. This department will be responsible for developing strategic partnerships, managing sponsorship opportunities, and exploring new funding sources to ensure the long-term sustainability of the ISSA’s initiatives and programs.

How does the ISSA ensure that host cities receive long-term economic benefits, and what factors play a crucial role in selecting a host nation?

The Islamic Solidarity Sports Association is committed to ensuring that host cities of the Islamic Solidarity Games enjoy long-term economic benefits. We work closely with the Local Organizing Committee to deliver an efficient and sustainable event model, avoiding the need for costly permanent infrastructure and instead encouraging the use of existing or temporary facilities whenever possible.

In line with this approach, the ISSA is currently developing a dedicated impact study framework to measure the economic and social outcomes of the Games. This will help host cities better understand the value of their investment and optimize the long-term legacy of the event.

When selecting host nations, the safety and comfort of athletes and visitors from our 57 member countries remains the top priority. We aim to ensure a world-class experience for participants, while also enabling more member states to benefit from the opportunities that come with hosting major sporting events.

How do the Islamic Solidarity Games contribute to the economic and tourism development of the host country? Are there any measurable impacts from previous editions?

The Islamic Solidarity Games serves as an effective platform to support the development of host countries by stimulating various sectors such as tourism, hospitality, transportation, and local commerce, while also enhancing the city’s visibility through international sports media coverage.

At the ISSA, we are committed to aligning the Games with the host nation’s broader development strategies, viewing the event as a valuable opportunity to build event-hosting capacity and enhance readiness for future major competitions. This was clearly demonstrated in Palembang, Indonesia, which hosted the 2013 edition and later co-hosted the 2018 Asian Games, as well as in Konya, which experienced increased media and tourism exposure following the 2022 edition. Riyadh is now preparing to build on this momentum as it gears up to host the 2034 Asian Games.

The ISSA is also developing tools and methodologies to monitor and measure the economic, social, and media impact of the Games, helping host countries better understand the return on investment and maximize the long-term legacy. We will continue to work closely with current and future hosts to ensure the Games leave a meaningful and sustainable impact.

With digital transformation changing the way sports events are managed and consumed, how is the ISSA leveraging technology for fan engagement, ticketing, and overall event experience?

The Islamic Solidarity Sports Association places great emphasis on digital transformation as a core pillar for enhancing event experiences and strengthening fan engagement. As part of its long-term strategic plan, the ISSA is expanding its digital presence and activating its media platforms to reach the widest possible audience across diverse interests and age groups. Already in 2024, we passed one million followers across our social media platforms.

We are leveraging advanced technologies to elevate the fan experience—through the development of engaging digital content, real-time interaction across multiple channels, and dynamic coverage that meets the expectations of audiences within and beyond our member countries.

Additionally, the ISSA is integrating data analytics tools to better understand audience behavior and tailor content and services accordingly. We are also working with technology partners to deliver an interactive and seamless experience before, during, and after the Games.

How does the ISG position itself in the global multi-sport event landscape, especially compared to the Asian Games, Commonwealth Games, or Olympic Games?

The Islamic Solidarity Sports Association places Islamic values at the core of all its activities, and ensures that these values are reflected throughout the planning and delivery of the Islamic Solidarity Games. We view the Games not merely as a sports competition, but as an opportunity to promote solidarity, mutual respect, and understanding among nations.

This includes implementing clear standards that respect the cultural and religious identities of our member countries—such as providing halal food, designated prayer spaces, and scheduling events in consideration of religious practices.

Through one of its core programs, the ISSA actively works to integrate Islamic values and cultural identity into the global sports movement. This includes developing guidelines and content that positively reflect Islamic traditions, and ensuring fair and respectful representation of religious and cultural practices within the sporting context.

What role does the ISSA play in the long-term development of female athletes within the Islamic world? Is there a structured pathway to help athletes transition from national to global competitions?

The Islamic Solidarity Sports Association considers the participation of women in sport as a central pillar of its vision for inclusive sports development. Female participation at the Islamic Solidarity Games has grown significantly in recent editions, and we are committed to reinforcing this progress through clear policies and structured programs.

Women’s empowerment was a key focus during the ISSA’s workshops at the ISSA Session in Tirana in December 2024, positioned as part of our strategic goal to elevate sport as a driver of social impact. This includes supporting women as athletes, coaches, administrators, and decision-makers in the sports ecosystem.

Through its programs, the ISSA is working to create an inclusive and safe sporting environment that encourages girls and women to take part in sport, breaks down cultural and social barriers, and highlights female success stories as part of broader awareness and inspiration campaigns across member countries.

How does the ISSA ensure that its events align with sustainability goals, particularly in terms of infrastructure, environmental impact, and social responsibility?

Sustainability is a vital part of our event planning, and we believe the Islamic Solidarity Games in Riyadh will set bold new standards in this regard. We want to prioritise the use of existing and temporary facilities, so that our event hosts do not have to build expensive new infrastructure which is costly both financially and environmentally.  With Riyadh’s growing reputation for hosting world-class sports events, it is the perfect host city to elevate the Games to the next level. We will always work with partners to deliver an event which fits the host city, and this is a key principle to ensure we achieve our sustainability goals. 

Looking ahead, what are the key milestones and goals for the Islamic Solidarity Games in the next decade? Are there any expansion plans or new sports being considered?

At the Islamic Solidarity Sports Association, we believe that sport is a powerful tool for building stronger, more connected communities and a vital pillar for sustainable development across our member states. Our vision goes beyond organizing events—we aim to lead a unified sports movement that reflects our Islamic values and drives social, cultural, and economic progress through sport.

We aspire for the Islamic Solidarity Games to become one of the world’s most impactful sports platforms—not only in terms of competition, but also in their message, values, and cultural significance. We want the Games to stand as a model for embracing cultural and religious diversity while elevating the international presence of athletes from our member countries.

At the same time, we are advancing the ISSA’s transformation into a more inclusive and influential institution year-round—through strategic programs, expanded partnerships, and a strengthened digital and institutional presence that reflects the scale and ambition of our community of over two billion people across 57 nations.