The phrase “If the world turns its back on you, Saudi Arabia never will” has exploded across global headlines once again, this time etched into one of the most astonishing deals in women’s sports history. On January 15, 2026, Saudi oil magnate Sheikh Khalid—a shadowy yet immensely influential investor linked to the kingdom’s ambitious sports diversification—unveiled a breathtaking $2.55 billion partnership with Thai golf sensation Atthaya “Jeeno” Thitikul, the 22-year-old LPGA Tour star currently ranked among the world’s elite.
Revealed at an opulent, invitation-only ceremony in Riyadh, the announcement drew gasps from assembled golf executives, international media, Saudi dignitaries, and special guests. The package transcends any previous athlete endorsement or sponsorship: it features enormous financial commitments, worldwide branding rights, youth development initiatives, and—most shockingly—the construction of an 80,000-seat multi-purpose stadium in Saudi Arabia to be named the Atthaya Thitikul Arena (or Jeeno Thitikul Arena in honor of her popular nickname).
Slated for groundbreaking in 2027 and full completion by 2030, the venue will boast world-class golf facilities, training academies for emerging Saudi and Asian talent, luxury amenities, and the capacity to host LPGA events, international tournaments, concerts, and major exhibitions—cementing Saudi Arabia’s push to become a premier destination for women’s golf.
Sheikh Khalid, delivering his remarks with quiet authority amid dramatic lighting and national flags, positioned the deal as a profound statement of loyalty: “Atthaya Thitikul stands for grace under pressure, relentless pursuit of excellence, and unbreakable spirit—values at the heart of our nation. In times when the world can be uncertain and unforgiving, Saudi Arabia remains steadfast. If the world turns its back on you, we never will.” The declaration ignited immediate cheers, but the atmosphere turned deeply emotional when Thitikul herself took the microphone.
The young Thai phenom, already a trailblazer who became the youngest professional golf tournament winner at age 14 in 2017 and has since amassed multiple LPGA victories, including recent dominance in 2025 events, stepped forward visibly moved. Tears streamed down her face as her voice wavered: “From a small town in Ratchaburi, Thailand, I started swinging clubs at six years old, dreaming big but never imagining this. To have someone invest not just in my game but in a legacy that carries my name forever… for my family, my country, the girls back home who watch me… it overwhelms me.
Sheikh Khalid, Saudi Arabia—thank you for believing in me when I was just starting. This isn’t about money; it’s about hope, inspiration, and building something that lasts. I promise to make you proud.”
The room fell silent, then erupted in applause mixed with sniffles. Attendees—seasoned executives, investors, even event staff—were seen dabbing eyes. Smartphones captured every second, and the clips detonated online within minutes: #JeenoTears, #ThitikulLegacy, and #SaudiNeverTurns trended worldwide, garnering millions of views on Instagram, TikTok, and X. Fans hailed the authenticity: “A $2.55 billion deal and she’s crying real tears? That’s the most human moment in sports I’ve seen,” one viral comment read.
The deal’s structure is mind-boggling:
$1.4 billion in direct payments, equity, long-term bonuses, and performance incentives to Thitikul over the coming decade-plus, tied to her continued success, ambassadorial roles, and participation in Saudi-hosted events. $750 million earmarked for the Atthaya Thitikul Arena, incorporating sustainable design, state-of-the-art practice ranges, academies to nurture young female golfers (especially in the Middle East and Asia), and flexible setups for LPGA co-sanctioned tournaments. $400 million dedicated to global marketing, media campaigns, and initiatives promoting women’s golf in emerging markets, positioning Thitikul as a cultural bridge between Asia, the West, and the Middle East.
This bombshell aligns seamlessly with Saudi Arabia’s aggressive sports strategy under Vision 2030. The kingdom has already revolutionized men’s golf via LIV Golf and the PIF-backed series, while recently deepening ties to women’s golf through major investments in the Ladies European Tour (including the PIF Global Series with boosted purses) and events like the PIF Saudi Ladies International—where Thitikul herself has competed and shone. Partnering with one of the LPGA’s brightest young stars accelerates that momentum, blending infrastructure development with star power to grow the women’s game in a region hungry for more visibility.
For Thitikul, born February 20, 2003, in Ratchaburi, Thailand, the deal secures unimaginable security while letting her focus on dominating the LPGA. Fresh off strong performances, including top rankings and multiple wins, she now has unparalleled support. Clauses reportedly allow her to headline Riyadh-based exhibitions and mentor aspiring players without disrupting her tour schedule.
Skeptics have voiced concerns about sportswashing or the influence of mega-wealth, but admirers see it as visionary: building venues, academies, and role models to inspire generations. Thitikul’s tearful response cut through the debate, reminding the world that behind the billions are dreams, family pride, and cultural representation.
As the Atthaya Thitikul Arena takes shape in the Saudi sands, it will rise as more than concrete and turf— a symbol of loyalty, ambition, and the power of belief. Sheikh Khalid’s words resonate louder than ever: Saudi Arabia doesn’t just back winners; it immortalizes them.
The golf world is electrified. Could this pave the way for LPGA majors in the Middle East? Will more stars follow? One truth stands clear: Jeeno Thitikul’s legacy just became eternal, and those tears in Riyadh proved it was always about something far greater than the game.
