The London-based firm, headed by former London 2012 chairman and British Olympic Association chief Sebastian Coe, will help the nation optimise its preparations for the Games, build a performance system to help with talent identification and provide long term support for the athletes.

"We are very pleased to be working with CSM Strategic, who clearly demonstrated how they can help us enhance our capability to develop world-class elite athletes," Loay Nazer, vice-chairman of the SAOC, said.

CSM Strategic, which has worked in the Middle East since 2008 with a number of clients such as HSBC, Jaguar Land Rover, Dubai Tourism, Commercial Bank Qatar Masters and Manchester City Football Club, will likely be hoping to improve on Saudi Arabia's medal winning capabilities from the London 2012 Olympics, where it secured a bronze medal in the equestrian team jumping.

Saudi Arabia won the bronze medal in the equestrian team jumping at the London 2012 Olympics ©Getty Images


"We are delighted to be appointed by the SAOC on this important project, which aims to transform elite sport in Saudi Arabia," Ian Priest, the chief operating officer of CSM, said.

"We look forward to working in Saudi Arabia and to developing a strong long term relationship with the SAOC."

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