Middle East

Football

Riyadh Season, Saudi Arabia’s entertainment and sports festival, has announced a three-year sponsorship deal with Spain’s LaLiga, further underlining the Kingdom’s growing influence in European and globa…
Football

Riyadh Air has expanded its sponsorship agreement with Atlético Madrid to include the naming rights to the team’s 70,000-capacity Metropolitano Stadium.
Football

BeIN Sports continues to withhold its first instalment payment for Ligue 1 rights amid ongoing doubts over its allocated sponsorship inventory and questions raised over the broadcaster’s media rights package.
Football

Saudi Pro League football club Al-Nassr has hired the Sportfive agency to develop and lead the team's global sponsorship strategy as it seeks to attract more international brands.
Football

Red Bull Mobile, the Red Bull-branded network provider that partners with different telcos in different markets, has become an official sponsor of Saudi Pro League champions Al Hilal
Football

Saudi Arabia's Public Investment Fund (PIF) has made its first move into football in the Americas, striking a multi-year partnership with Concacaf, the continental governing body for North America, Central…
Football

Neom, the new region being built by the Saudi Arabian government in the country’s north west, is to continue as a leading sponsor of the Asian Football Confederation throughout the decade.
Football

The Qatar Stars League (QSL) has signed up another Qatar-government backed entity – the telco Ooredoo – to act as the league’s title sponsor, taking over from the previous long term-encumbent Qatar Natio…
Esports

Adidas has taken a significant sponsorship position at the inaugural edition of the Esports World Cup, taking place in Saudi Arabia next month
Football

SportBusiness Sponsorship speaks to Sultan bin Abdulaziz Alsheikh, chief commercial officer for Saudi Pro League side Al Hilal, about a strategy to target more international brands and diversify its portfolio away from PIF-owned entities.
Tennis

Saudi Arabia’s Public Investment Fund (PIF) has struck a multi-year deal with the Women's Tennis Association that mirrors its agreement with the men's Tour: sponsorship but no equity investment.
Motorcycling

Qatar Airways, one of world sport's most prominent sponsors, has signed a multi-year deal with motorcycling's MotoGP.
Cricket

Saudi energy and chemicals companies Aramco has extended its global partnership with the International Cricket Council (ICC) for another four years
Mixed Martial Arts

Riyadh Season, the annual Saudi Arabian state-funded festival hosted in the capital, is continuing to branch out beyond its borders, with a new sponsorship deal struck with the Ultimate Fighting Championship (UFC).
Esports

The Sony Group has announced a multi-year agreement to become a founding partner of the Saudi-backed Esports World Cup, which takes place this summer in the kingdom’s capital city, Riyadh.
Tennis

The Association of Tennis Professionals (ATP) has formed closer ties with Saudi Arabia’s Public Investment Fund (PIF) in a multi-faceted sponsorship agreement unveiled today (Wednesday) but has stopped s…
Football

PepsiCo has sought to cement its presence in Saudi Arabian football by announcing a deal to become a ‘Gold Partner’ of the Saudi Pro League.
Football

Adidas has bolstered its dominant position in the Saudi Arabia football market by securing the kit supplier rights to Saudi Pro League club Al Nassr in a three-year deal from the 2024-25 season