October 11 – PepsiCo and the Saudi Arabian Football Federation have signed a three-year partnership that will see PepsiCo’s snack brand Lay’s, become the new strategic sponsors of the Saudi Women’s Premier League.
As part of the agreement, the Saudi Women’s Premier League will undergo a name change, becoming the ‘Saudi Women’s Premier League Powered by Lay’s’. Additionally, the Lay’s logo will be prominently featured alongside the league’s emblem for the three-year span of the deal.
Vice-President of the Saudi Arabian Football Federation (SAFF), Lamia Ibrahim Bahaian, said: “Our partnership with Lay’s for the Saudi Women’s Football League is a testament to the growing support and recognition of women’s sports in Saudi Arabia. The league’s expansion, with the backing of Lay’s, is a significant step forward in achieving our objectives to nurture and showcase the incredible talent of female footballers in our nation. Together, we are working towards a future where women’s football takes its rightful place on the global stage and inspires young girls across Saudi Arabia and beyond.”
PepsiCo focussed its marketing rationale of supporting the empowerment of women, a key theme of their sports marketing campaigns worldwide.
Aamer Sheikh, CEO, PepsiCo MENA adds: “We are thrilled to embark on this exciting journey with the Saudi Women’s Premier League to not only underscore our dedication to fostering diversity and inclusion but also demonstrate our commitment to the ambitious Vision 2030 goals of Saudi Arabia. This collaboration also reflects our unwavering promise to empower women not just globally but locally as well through our numerous platforms and programs. By empowering and promoting women in sports, we contribute to the vision’s aim of diversifying the Saudi economy, enhancing the quality of life, and increasing participation in sports at all levels.”
Khalid Alkhudair, CEO, SMC Vibes, the media rights partner for the sports and entertainment business of PepsiCo, commented: “This partnership contributes in opening new horizons for achieving the goals of women’s football in the Kingdom. Today, we are witnessing a qualitative leap in sports, where investment and sports marketing play an important role in contributing to the country’s ambitions. We are delighted at SMC to be among the pioneering Saudi companies in this field.”
On the verge of its second ever season, the new-look league will kick off on the 13th October 2023, featuring eight teams.
Matches will be broadcast live on the Saudi Sports Channel.
Contact the writer of this story, Harry Ewing, at moc.l1714719427labto1714719427ofdlr1714719427owedi1714719427sni@g1714719427niwe.1714719427yrrah1714719427
