Portuguese coach Sérgio Conceição, 50, has been announced as the new manager of Al Ittihad. After successful spells at FC Porto and AC Milan, where he won multiple titles, he now takes on a new challenge in Saudi Arabia, aiming to bring his trademark ambition and passion to the reigning league champions.
Portuguese coach Sérgio Conceição was officially unveiled yesterday as the new manager of Saudi Arabian club Al Ittihad, marking the latest chapter in a long and successful career.
The 50-year-old tactician landed in Jeddah on Thursday and was greeted with high expectations from both the club’s management and its passionate supporters. Soon after his arrival, Conceição took to social media to share a message with fans, expressing his excitement about this new adventure.
“The time has come to embrace a new project at Al Ittihad. Together we will write a new story, always with hard work, ambition and passion,” wrote Conceição, signaling his trademark determination and competitive mindset.
The appointment represents a significant move not only for Conceição but also for Al Ittihad, one of the most decorated and historic clubs in Saudi Arabia. Founded in 1927, the Jeddah-based team is regarded as a powerhouse in the Saudi Pro League, having won multiple domestic titles and enjoying a strong fan base that is considered among the most passionate in the Middle East. The club has been heavily investing in recent years, following the broader Saudi project to attract world-class players and coaches to its domestic league.
Conceição arrives with an impressive résumé. He spent part of the last season at AC Milan, where he added the Italian Super Cup to his collection of trophies. But it was at FC Porto where he truly cemented his reputation as one of Europe’s top managers. Over the course of seven seasons with the Dragons, Conceição guided the club to three Portuguese league titles, four Portuguese Cups, three Super Cups and one League Cup. More than the silverware, he restored Porto’s competitive edge, bringing intensity and identity to the team. His fiery personality and ability to get the best out of players made him a fan favorite, while also earning him a reputation as a demanding but highly effective coach.
Before his Porto success, Conceição had steadily built his managerial career in Portugal and abroad. His early coaching stints included spells at Olhanense, Académica, Braga and Vitória de Guimarães. He also took charge of Nantes in France, where his energetic approach quickly won admiration. These experiences shaped him into a versatile manager, capable of adapting to different leagues, squads and challenges.
Now, his focus turns to Al Ittihad. The reigning Saudi champions, currently sitting third in the domestic league standings, see Conceição as the man to elevate the team further, both in domestic competition and on the Asian stage. The club has ambitions not only to dominate the Pro League but also to challenge for continental glory in the AFC Champions League. With a roster that has been strengthened by high-profile signings, the expectations are clear: Al Ittihad want results and trophies.
At the club, Conceição will cross paths again with a familiar face. Portuguese midfielder Danilo Pereira, whom he coached at FC Porto between 2017 and 2020, is part of the squad. Their previous partnership brought success at the Estádio do Dragão, and the reunion in Saudi Arabia could be a key factor in helping Conceição implement his style more quickly. Another Portuguese talent in the team is Roger Fernandes, a highly promising winger signed from Braga, whose development will now fall under Conceição’s guidance.
The appointment of Sérgio Conceição also highlights the Saudi Pro League’s ongoing strategy of attracting experienced European coaches to raise the level of competition. Following the arrival of global superstars like Cristiano Ronaldo, Karim Benzema and Neymar, the league is continuing to expand its global profile, with coaches of Conceição’s caliber ensuring that tactical and managerial standards rise to match the influx of talent on the pitch.
For Conceição himself, this is both a challenge and an opportunity. Known for his passion, fiery touchline presence and relentless pursuit of victory, he will be tasked with managing not only the competitive demands of Al Ittihad’s domestic campaign but also the pressure of delivering on the international stage. Saudi clubs are under the spotlight like never before, and results are expected to match the investment.
As he begins this new chapter in his career, the Portuguese coach carries with him the lessons of his past successes and setbacks. From rebuilding FC Porto into a dominant force, to lifting silverware in Italy, to now stepping into a league with global attention, Conceição’s journey reflects his ambition to keep evolving.
Al Ittihad fans are hopeful that this bold appointment will usher in another era of triumphs. With a proven winner at the helm, a talented squad at his disposal, and a nation backing its football project with unprecedented resources, all the ingredients are in place for Sérgio Conceição to make history once again this time in Saudi Arabia.
