February 1 — Saudi Arabian live events and experiences company Sela has unveiled a partnership with sporting goods giant adidas that will break new ground for both businesses focused on strategic collaborations and joint developments.
The partnership, which is global but with a focus on activations in Saudi Arabia, will be a mix of creating new products and experiences, opportunities across retail and brand activation as well as developing a number of youth initiatives.
Ibrahim Mohtaseb, SVP at Sela, said: “By combining our strengths and focusing on mutual growth, we are confident that this partnership will not only redefine industry standards but also create innovative solutions that resonate with consumers worldwide and within Saudi Arabia.”
Founded in 1997, Sela was Saudi Arabia’s first FIFA-recognised player representation company, but has since grown its specialisms in the sport, entertainment, culture, leisure and hospitality industries.
Sela negotiated sponsorship deals for the majority of Saudi Arabian football clubs and led the commercial and operational arm of the Saudi Premier League.
Sela, who are a primary sponsor of Newcastle United in the Premier League, using its expertise to develop the club brand internationally but also locally.
“This collaboration will see the joint development of initiatives aimed at empowering youth, promoting inclusivity, and encouraging healthy, active lifestyles. By aligning their efforts, Sela and adidas aim to make a meaningful impact on the communities they serve,” said the company.
A shared ‘culture’ and a corporate philosophy that promises “innovation and excellence” is driving what is a unique partnership that crosses the boundaries of both their core businesses.
Bilal Fares, General Manager, adidas EMC added: “This partnership is a testament to the shared values and vision of Sela and adidas. Together, we aim to set new benchmarks for collaboration and deliver products and experiences that reflect the best of both brands.”
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