PepsiCo builds brand partnership with Saudi Pro League

February 13 – The Saudi Pro League has announced a new partnership with PepsiCo as it begins to build global commercial partnerships to match its star-studded league.

The deal will see PepsiCo become the Saudi League’s newest gold partner for the remainder of the current season and the 2024/25 season.

The sponsorship will span PepsiCo’s flagship products as the Official Water Partner (Aquafina), Official Soft Drinks Partner (Pepsi), Official Sports Drink Partner (Gatorade), and Official Potato Chips Partner (Lays) of the Saudi project.

No value was given for the deal.

As part of the agreement, both entities have committed to a series of activations and events aimed at enhancing fan engagement and enjoyment on match days.

During the current season, the Saudi League, which saw an influx of big names after a flurry of signings in the summer, including Neymar Jr and Karim Benzema, has an average matchday attendance of 8,345.

PepsiCo will work to build profile and attendance at Saudi Pro League matches via product activations and incentives.

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.”

Aamer Sheikh, Chief Executive Officer – PepsiCo Middle East Business Unit, said: “We are thrilled to join hands with The Roshn Saudi League as Gold Sponsors for the season. 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!”

Contact the writer of this story, Harry Ewing, at moc.l1716772402labto1716772402ofdlr1716772402owedi1716772402sni@g1716772402niwe.1716772402yrrah1716772402