Middle East

PepsiCo subsidiary Frito-Lay has become a North American Regional Supporter for the 2022 Fifa World Cup in Qatar

Saudi Arabia is to stage a two-month gaming festival, which will include esports tournaments with a $15m (€14m) prize pool and performances from international artists, the Saudi Esports Federation has a…

English golfer Lee Westwood has been dropped by long-time sponsor American multinational courier and logistics company UPS amid his request for a waiver to compete in the Saudi Arabia-backed LIV Golf Invitational…

Formula 1 has renewed and expanded its sponsorship contract with finance and human resources specialist Workday

The Saudi-backed LIV Golf Investments has announced a partnership with hospitality provider QuintEvents for all ticketing and hospitality efforts starting for its scheduled inaugural eight-event LIV Golf …

Former Qatar Sports Investments senior marketing officer Sunny Singh has established a new sports marketing agency, Collaborate Sports and Entertainment, in the United Arab Emirates

Sports footwear and apparel brand New Balance has signed as the kit supplier for leading Qatar Stars League football club Al Sadd SC in a three-year deal, from 2022-23 to 2024-25

The Saudi Arabian Grand Prix is set to remain in Jeddah for four more seasons while a new circuit is constructed in Qiddiya, the Saudi Automobile and Motorcycle Federation has said

The IMG agency has signed a long-term commercial agreement with the Arab Gulf Cup Football Federation (AGCFF) covering the next six editions of the national team tournament

Qatari officials are reported to be “considering” allowing the sale of alcohol in stadiums at the 2022 Fifa World Cup amid pressure from Fifa and its official beer sponsor Anheuser-Busch.

Indian sports marketing agency Twenty First Century Media has agreed a deal manage the commercial rights of the revamped Cricketers Benefit Fund Series (CBFS) T20 competition in Sharjah in the United Arab…

Saudi Arabia’s Public Investment Fund has been named as the title sponsor of next month’s Saudi International, the first event of the 2022-23 Asian Tour.

The Saudi Pro League (SPL), the kingdom’s professional football league, has appointed Rise Group as its exclusive sponsorship agency.

The state-owned QatarEnergy has signed with football’s world governing body Fifa as an official partner for the 2021 Fifa Arab Cup, which kicks off today (Tuesday) in Qatar.

The Qatar Football Association has signed up food delivery company Talabat as a sponsor

Arab world social media platform Baaz and sports news website Winwin have signed as regional supporters for the Middle East and Africa at this year’s Fifa Arab Cup in Qatar.

New cycling series the E-Bike Grand Prix (EBK GP) has today (Tuesday) announced Dubai as its first race destination, with Swiss bike manufacturer BMC to serve as its technical partner