From Benfica to Jeddah: Rui Pedro Baraz Becomes Al Ahli’s Sporting Director

European Elite Experience

Saudi club Al Ahli Jeddah confirmed on Thursday the appointment of Rui Pedro Baraz, a Portuguese executive, as the club's sporting director. This move is part of the team’s plan to build a fully integrated sporting and administrative framework for the 2025-2026 season, aligning with fans’ expectations and the company’s strategy for a sustainable sports project.

Baraz told the club’s official site that he is honored to join the (royal) fortress of the Reds, and he looks forward to collaborating with all departments, coaches, and players to lay down solid foundations for a successful future locally, continentally, and globally.

He is expected to arrive in Jeddah early next week to assume his duties officially.

European Elite Experience

Baraz brings extensive experience in sports management, having spent five successful seasons with Benfica since 2021, leading a broad development project that included restructuring the scouting system and creating a dedicated data analytics division linked to modern sports science.

He also worked on easing the transition of players from youth levels to the first team, an approach that yielded a new wave of talents and supported Benfica’s robust transfer market activity between 2021 and 2025, both technically and commercially.

These efforts culminated in Benfica qualifying for the UEFA Champions League five consecutive seasons, along with domestic league and cup successes, reinforcing the club’s status as a premier European platform for identifying and developing players.

Local Support with International Expertise

Al Ahli didn’t rely solely on foreign talent; the club has recently involved local personnel in the new project as well. On September 10, the club appointed Osama Hawsawi as an assistant sporting director, a move seen as a blend of on‑field experience and modern administrative vision.

Hawsawi has a storied international career with Saudi Arabia, earning 135 caps and captaining the Green Falcons in the 2018 World Cup, plus participation in multiple continental and regional competitions. At the club level, he played for Al Ahli between 2012 and 2016, helping win three titles before transitioning to administrative roles. He holds an UEFA A License from the French Football Federation, a Master’s in Football Management from FBA, and a diploma in sports administration from Real Madrid’s program—positioning him as a valuable addition to the Ahli project.

Commercial Growth

In a related move, Al Ahli announced on September 8 the appointment of Amir Toufiq as Chief Executive Officer of the commercial division, aiming to develop the commercial framework, grow revenues, and strengthen strategic partnerships.

Toufiq brings extensive experience in sports marketing, having previously served as CEO of Al Ahli Egyptian Football Company until July 2025, successfully increasing the club’s commercial returns and forging global partnerships with Adidas, Red Bull, and EY, as well as expanding Al Ahli’s brand through academies in the United Arab Emirates, Canada, and the United States. He holds a FIFA/CIES Diploma in Sports Management and is currently in FIFA’s Club Management program, bolstering his international credentials for Al Ahli Jeddah.

Official Media Voice

Al Ahli also prioritized communications, naming Majed Ben Bashir Al-Fahami as the club’s official spokesperson on September 12. This step is intended to strengthen dialogue with fans and media, unifying the club’s messaging in the coming period. Al-Fahami is a prominent Saudi media figure, having worked as a journalist across several outlets, hosting radio and TV programs, and previously serving as head of the club’s media center and spokesperson from 2016 to 2017, bringing substantial experience to handle media pressures and challenges.

A Comprehensive Al Ahli Project

The consecutive appointments in under a month illustrate a management drive to build a holistic system that blends European know-how with national cadres and commercial and media expertise, aiming to restore the club’s competitiveness in domestic competitions and in Asia’s elite arena.

Al Ahli currently sits seventh in the Saudi Pro League after four rounds with eight points (two wins and two draws). The Reds opened with a 1-0 win over Neom, followed by a goalless draw with Ettifaq. A 3-3 draw with Al Hilal preceded a 2-0 victory over Al Hazm. The team is also second in the AFC Champions League Elite with four points, trailing leaders Al Hilal who sit on six.