Saudi Arabia

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.

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…

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.

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

German sportswear and equipment provider Adidas has been unveiled as the new ball supplier of football’s Saudi Pro League in a deal that commences next month.

Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.

The Saudi Pro League has broadened its sponsorship portfolio through a deal with regional insurance group Medgulf, a company not linked to Saudi Arabia’s Public Investment Fund (PIF). 

Visit Saudi, Saudi Arabia's tourism authority, has announced major sponsorship deals with the Asian Football Confederation (AFC) and the Confederation of African Football (CAF) as it continues its huge…

PepsiCo’s crisp sub-brand Lay’s has agreed a deal with the Saudi Arabian Football Federation (SAFF) to become the title sponsor of the Saudi Women Premier League.

Italian Serie A club AS Roma has turned to Saudi Arabia to end its quest for a main shirt sponsor, agreeing a two-year deal with the Gulf state's winter entertainment festival, Riyadh Season

Saudi body is focusing on increasing 'football-driven tourism' to the kingdom through its recent sponsorship agreement with Spain's LaLiga. 

Saudi Arabia has extended its reach further into world football, with a major global sponsorship deal with Spain's LaLiga and a development partnership with the Oceania Football Confederation the latest projects announced today (Thursday).

Saudi Arabian football club Al-Nassr has signed up Nike as its new kit supplier

Gulf International Bank (GIB), the banking group in which Saudi Arabia’s Public Investment Fund holds a 97.2-per-cent shareholding, has been named a silver sponsor of Saudi Pro League side Al-Nassr.

Real estate developer Roshn has signed a three-year 'Platinum' sponsorship with Saudi Premier League champions Al-Ittihad. Roshn is owned by Saudi Arabia's Public Investment Fund (PIF)

The PGA Tour, DP World Tour and Saudi Arabia’s Public Investment Fund (PIF) are to merge commercial operations under common ownership in a shock tripartite agreement that ends all pending litigation r…

Newcastle United’s proposed £25m (€28.7m/$30.9m) per-season shirt sponsorship deal with Sela, a Saudi Arabian sports marketing agency and events company, has already met the approval of the Premier League, SportBusiness understands.

The Sportfive agency has agreed a deal with the Saudi Esports Federation (SEF) to provide strategic sales support and project management on a range of initiatives for the organisation