We recently had the privilege of interviewing Faras Muhammad, a Professional Accountant, and the Senior Commercial Revenue Manager at Al Hilal Saudi Club, one of the leading football clubs in Asia and the Middle East. In his current role, Faras offers his combined experience of over 9 years in dealing with different jobs provided, especially accounting and finance. With strong financial expertise, Faras has been offered a critical role in managing the club’s commercial revenues, landing him to being the key contributor to the growth of the organization.
The Beginning
We started the interview by asking, “How did you start your career journey, and what inspired you to get into finance and commercial management?”
Faras Muhammad shared, “At the beginning of my career, securing a relevant job proved to be quite challenging. However, through persistent online searches and in-person visits, I eventually landed a role as an Accountant with a small healthcare provider. My passion for finance traces back to my childhood. After completing my Secondary School (SS), I realized that neither Medicine nor Engineering interested me, instead, I chose Commerce—a decision that laid a solid foundation for my career, one I continue to appreciate.
I attribute much of my success to my exceptional commerce teacher, Mr. Badr Munir, whose guidance and rigorous teaching methods helped me develop a strong grasp of accounting fundamentals. It was during this time that I decided to pursue a career as a Chartered Accountant. Additionally, my father had always dreamed of me becoming a Chartered Accountant. I told myself that as this was what my father wanted, so I would achieve it—regardless of the challenges ahead.
Today, I am honored to be part of one of the most prestigious football clubs in the Middle East and Asia—Al-Hilal Saudi Football Club (now Al Hilal Club Company). Initially joining as an Executive Secretary of Investment and Finance, I was responsible for overseeing and managing incoming investments. Over time, my strong financial expertise led me to take on a critical role in managing the club’s commercial revenues. To this day, I remain the sole individual overseeing this vital function, and I take pride in being recognized as a key member of the department.”
Faras Muhammad’s Journey At Al Hilal
We were interested to learn more about Faras Muhammad’s professional journey that led him to join Al Hilal. So, we asked, “What led you to work at Al-Hilal Club, and what has been the most rewarding part of your role?”
“Being part of a prestigious club like Al Hilal is truly a privilege. Before joining, I was actively searching for job opportunities, and my childhood friend, Abdul Azeem, played a crucial role in supporting me throughout the process. Eventually, my resume reached one of the club’s most influential figures.
At the time, my knowledge of football was limited, as my background was primarily in cricket, and I had never been particularly passionate about the sport. Securing the job was no easy feat, as the influential figure put me through an unexpected test at the outset. Fortunately, my childhood experience in creating PowerPoint presentations turned out to be a game-changer, ultimately paving the way for me to join the club.
My role comes with numerous rewarding aspects, including being recognized as a key contributor to the company. I also played a crucial role in analyzing complex financial proposals and providing valuable insights, while gaining immense respect from top management for the quality and impact of my work. Most importantly, having a supportive and approachable manager who feels more like an elder brother is an incredible blessing.” He shared.
Navigating Through Financial Challenges
Challenges are a part of every business journey. So, we asked, “How do you approach solving financial challenges in such a dynamic industry?”
Faras Muhammad explained, “Overcoming challenges requires strategic alignment with the vision set by top management, and the approach varies across industries. However, in the football industry, these challenges are particularly complex due to the involvement of multiple stakeholders, with fans being the most influential, based on my understanding.
From a commercial perspective, sponsorship and matchday revenue are two primary income streams. Securing a high-value sponsorship deal is a demanding task, but once established, ensuring the sponsor’s expectations are met is equally critical. Losing sponsors or failing to secure valuable partnerships can significantly impact revenue, ultimately affecting the club’s financial stability.
Matchday revenue, on the other hand, is influenced by various factors, such as the team’s performance, the opponent, the competition type, and fan engagement. These elements are dynamic, making matchday earnings somewhat unpredictable. To navigate these financial challenges effectively, a proactive mindset, meticulous attention to detail, and, most importantly, a composed and strategic approach are essential for long-term success.”
Career-Defining Experience
To learn more about the experiences that shaped his career, we asked Faras, “Can you share an experience that shaped the way you manage revenue and partnerships today?”
“Managing revenue is a critical responsibility, and I have been overseeing this function for the past six years. It involves accurately recording revenue and preparing comprehensive reports for senior management, providing a clear overview of the club’s financial position. This reporting is essential for assessing our current standing compared to the previous year, enabling us to make informed decisions and achieve key performance indicators (KPIs) as outlined by leadership.
When I first joined Al Hilal FC, tracking every revenue stream was a challenging task. However, with the support of my colleagues, I quickly adapted and developed my expertise, making revenue management a seamless process. The real challenge lies in following up with sponsors, where strong professional and communication skills play a vital role in maintaining relationships and ensuring commitments are met.” He mentioned.
A Creative Success Story: Turning Ideas Into Reality
We further asked, “What’s the most creative idea you’ve implemented at Al-Hilal, and how did it turn out?”
Faras Muhammad added, “I have developed several key resources that have significantly contributed to the department. One of the most notable is the Service Level Agreement (SLA)—a comprehensive document that provides a step-by-step guide on various processes. It clearly defines the what, when, where, and how of different tasks. For example, if XYZ Company requires an activation, the SLA outlines the exact procedures they need to follow. This document is not only highly detailed and structured but also serves as a crucial and binding reference that ensures consistency and efficiency.
Additionally, I have created various reports that have become fundamental to the department. These reports play a vital role in decision-making, providing valuable insights that help drive strategic actions and improve overall operations.”
Assessing The Right Opportunities
We were interested to learn how Faras identifies the right opportunities for his business. So, we asked, “How do you recognize and act on new opportunities in the football industry?”
Faras Muhammad explained, “First and foremost, Al Hilal FC is one of the most prestigious football clubs in the Middle East and Asia, renowned for its excellence both on and off the field. Being part of such an esteemed organization has been an incredible experience.
Faras Muhammad said, I am always open to exploring new opportunities within the football industry or any other industry, provided the role aligns with my expertise, professional growth, and personal aspirations. Any potential opportunity must offer a strong organizational structure, a dynamic work environment, and the ability to make a meaningful impact. If a football club or any other company meets these criteria, I would be eager to contribute my skills and experience to drive its commercial and financial success.”
Essence Of Leadership
Eager to understand Faras Muhammad’s leadership style at Al Hilal, we asked, “If you had to describe your leadership style in one word, what would it be?”
“I would say a blend of ‘Democratic and Humility’ is something that I believe suits me,” Faras added.
Learning From Challenges
We ended the interview by asking, “What’s a challenge you recently faced, and how did it turn into a learning experience?”
“The creation of a new pricing strategy aimed at increasing the club’s revenue led to unintended consequences, such as customer dissatisfaction, which turned out to be quite challenging for us. This taught me the importance of balancing competitive pricing with profitability along with justifying the said prices, ensuring that pricing strategies align with both market expectations and business goals.
Moreover, the economic downturn triggered by the COVID-19 pandemic posed significant challenges for brands relying on sponsorship deals. With businesses facing financial strain, sponsors were often forced to reevaluate their marketing budgets, and uncertainty in long-term commitments led to reduced investment in sponsorship opportunities.
At this point, I learned the importance of flexibility. It gives an understanding that the contracts etc. are adaptable to change to ensure sponsors still gain value from the partnership despite cancellations. And shifting some rights to digital was a valuable asset then to keep our fans engaged in different activities.” Faras concluded.
Follow Faras Muhammad on LinkedIn.
Find Al Hilal Saudi Club on LinkedIn and visit their website http://www.alhilal.com
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