Al Sadd SC has formed a collaboration with sports footwear and apparel brand, New Balance, as the latter becomes the official partner of the first team.

The collaboration sees the new partner provide Al Sadd SC and its sports affiliates with products and designs, and has been reported to last for a renewable three-year period starting from the upcoming 2022/23 season. 

Furthermore, the deal sees the Qatar Stars League (QSL) side become the first team sponsored by New Balance nationally and in the Middle East region. 

Turki Al-Ali, CEO of Al Sadd SC, commented: “Al Sadd SC is considered a top sports investment attraction as a Qatari sports club that is keen to contract with leading partners in various fields.” 

Within the deal, Boston-Headquartered New Balance also becomes an official partner of 1969 Holding which includes fitness, crossfit, padel clubs as well as football, swimming and MMA academies.

Stuart Henwood, NB Country Manager, added: “This partnership reflects NB’s keenness to support Qatari SCs, especially FCs and choosing Al Sadd SC is based on the large popularity the club has at both the national and regional levels.

“We see in Al Sadd SC the model that will fulfil our ambitions in the Middle East. It is the appropriate model for us that is in line with our aspirations and thanks to the harmony between the visions of the two parties, this partnership saw the light of day without any hassle.”

Furthermore, the brand also gains usage of the Al Sadd SC logo in commercials as well as in promotional and marketing campaigns in a bid to ‘benefit from the popularity’ of Al Sadd SC’s first team.

Henwood concluded: “The negotiations with Al Sadd SC started a while ago and they went greatly given the mutual consent between the parties toward achieving the goal of this partnership. 

“We are happy with this partnership coming into effect with Al Sadd SC, the first club whose team will be wearing this brand in Qatar and the Middle East. Qatar will join the 2022 World Cup. This will surely constitute a key motive for us to increase our investment in the Qatari sports industry in the next phase.”

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