Just over a year has passed since Ali Alhamad took control of Salisbury FC, and throughout that period the entrepreneur has been nurturing an ambitious vision: to transport his modest non‑league side to his native Kuwait for a once‑in‑a‑lifetime experience. That vision, once a distant fantasy, is now poised to become reality.
From Sunday 27 September through Thursday 1 October, the Whites will abandon the cool, autumn evenings of Wiltshire and trade them for the scorching heat of the Arabian Gulf, where daytime temperatures are expected to climb into the high thirties Celsius. During that five‑day window the team, under the guidance of manager Brian Dutton, will face Al Qadsia – a powerhouse that has lifted the Kuwaiti Premier League trophy seventeen times – at the 22,000‑seat Mohammed Al‑Hamad Stadium. Al Qadsia’s roster boasts Bader Al‑Mutawa, a name that resonates worldwide as the joint‑third most‑capped international player in football history, trailing only Cristiano Ronaldo and Lionel Messi. The prospect of Salisbury’s semi‑professional squad sharing a pitch with such a distinguished figure adds an extra layer of intrigue to the fixture.
"Something different is our middle name," Alhamad quipped to Sky Sports, his enthusiasm unmistakable. "I’m buzzing and have been losing sleep just thinking about it!" He went on to describe how the adventure began with open trials held in the summer back home. "We received interest from 450 hopefuls, and over four days our coaching staff selected the top three prospects.
The prize was an all‑expenses‑paid ten‑day training stint with Salisbury’s first team in England. The response was overwhelming and made it clear there is a massive appetite in Kuwait for English football. Being in non‑league doesn’t matter – the quality is high and people love a relatable story." Alhamad believes the friendly will elevate Salisbury’s brand in the Middle East, offering players a chance to experience a new culture, cuisine, and environment far beyond what they see on television.
When he first floated the idea, he wasn’t sure how his squad would react. Within thirty minutes, however, he received eighteen passport copies – every player signed up eagerly.
The only absentee will be Jaiden Bartholo, who is away on international duty with Gibraltar. The itinerary is packed with both football and cultural immersion. After arriving, the players will be greeted by a crowd of supporters decked out in Salisbury colours, a welcome Alhamad promises will make them feel like local heroes.
"Our Arabic social channels are already buzzing, and the best restaurants in Kuwait are eager to host the team – lunches and dinners will be on the house," he said. Mornings will see the squad visiting schools and universities, where they will speak to students about the rigours of professional sport and the dedication required to succeed. Alhamad emphasised that the dream of becoming a professional footballer is universal, bridging the gap between the UK and Kuwait.
The first afternoon includes a private VIP tour of the Scientific Centre, followed by a trip to the traditional souq where the players will don Kuwaiti gowns and headwear before enjoying a dinner at Al‑Mubarakiya, the historic central market. The following day offers a more relaxed schedule, culminating in the official launch of the new Salisbury Academy – a cornerstone of Alhamad’s long‑term strategy. Training sessions are slated for Tuesday, leading up to the marquee friendly at 6.30 pm on Wednesday. After the match, the team will dine, rest, and prepare for the return flight on Thursday morning.
Back in England, they will have a recovery day on Friday before facing Dulwich Hamlet in a league fixture on Saturday. Alhamad lights up when discussing the academy, describing it as the foundation for a sustainable future. "If we tried to mimic the traditional UK model – chasing sponsorships, raising ticket prices, pushing for higher gate receipts – we would be fighting a losing battle. Instead, we aim to build a global brand, attract youth subscriptions from abroad, and develop players who could eventually represent the club at senior level.
That is the sustainable path." Beyond the business case, Alhamad is keen to give his players memories that will last a lifetime. "Club owners have a responsibility to expose their players to diverse experiences. It shouldn’t be a one‑year contract where you play and then move on.
We want these moments to stick, to teach them how vast the world is and how small lessons can shape them as men. This is a huge experience and I’m thrilled to make it happen." In summary, Salisbury FC’s upcoming Kuwaiti excursion is more than a friendly match; it is a cultural exchange, a branding exercise, and a developmental platform rolled into one.
It showcases how a non‑league club, under visionary ownership, can think beyond domestic boundaries and forge connections that benefit players, fans, and the broader football community alike.