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The Saudi Pro League (SPL) is keeping the pace of its commercial strategy in line with its growth ambitions, signing a major deal with PepsiCo.

Covering the 2024/25 season, the agreement has named the US-based international food and beverage company’s products as partners across several areas.

Fan engagement will be a core focus of the partnership, with a goal to ‘elevate the match-day experience for fans’. This will see a ‘series of activations and events’ for greater match-day engagement.

“We are thrilled to join hands with The Roshn Saudi League as Gold Sponsors for the season,” remarked Aamer Sheikh, CEO of PepsiCo Middle East Business Unit.

“This partnership signifies a shared commitment of excellence, passion, and the pursuit of victory. Just as football unites fans around the world, PepsiCo’s iconic brands continue to bring people together to celebrate moments that matter. 

“Together, we aim to elevate the beautiful game to new heights, delivering unforgettable experiences for fans and fostering a legacy of greatness. Cheers to a winning partnership on and off the field.”

Football activity in Saudi Arabia is at an all-time high, as the Middle Eastern Kingdom looks to significantly grow its sporting ecosystem and infrastructure for hosting major tournaments.

This has seen the country take landmark measures, including plans to host the 2024 West Asian Football Federation (WAFF) Women’s Championship later this month.

Saudi football authorities have also hinted at bidding for SPL clubs to join the UEFA Champions League, despite the country being in Asia not Europe.

Outside of football, Saudi Arabia has made sporting headlines by launching the LIV Golf tournament, hosting several high-profile and high-budget boxing matches, as well as setting the stage for a snooker tournament.

The fact that PepsiCo, one of the world’s biggest and most recognisable beverage firms with annual revenue of around $1.5bn, has partnered with the SPL shows that commercial entities are becoming increasingly receptive to the opportunities present in Saudi sport.

Carlo Nohra, Chief Operating Officer at the Saudi Pro League, said: “We are delighted to welcome PepsiCo into the RSL family as a gold partner. This partnership aligns with our mission to offer fans innovative and engaging experiences. 

“PepsiCo’s commitment to football and its global reputation for quality will undoubtedly enhance our league’s appeal and the overall fan experience.”

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