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PepsiCo and the Saudi Pro League sign huge sponsorship deal

Published: Updated: 12:52, 14 Feb 2024
Agreement between the conglomerate and the Saudi top flight will encompass multiple brands

The Saudi Pro League (SPL) has recently announced a significant commercial deal with the multinational food, snack, and beverage corporation PepsiCo. This partnership marks an important milestone in the sports industry as it brings together two major entities in their respective fields.

This strategic alliance will last for the remainder of the 2023-24 Saudi Pro League season and extend through to the 2024-25 campaign. As part of this agreement, PepsiCo has now become a top-tier gold partner of SPL's 18-team league.

PepsiCo brands become SPL soft drink, sports drink and potato chip partners

The deal involves several brands under PepsiCo's umbrella. Aquafina is now officially recognized as the league’s water partner. The corporation's flagship soft drink brand, Pepsi, is designated as the competition’s soft drinks partner. Gatorade takes up the position of sports drinks partner, while Lays has been brought on board to be SPL's potato chip partner.

PepsiCo Middle East Business Unit CEO, Aamer Sheikh, 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."

These partnerships not only provide these brands with exclusive rights but also offer them an opportunity to connect directly with millions of football fans in Saudi Arabia, and indeed the world.

New deal builds on existing Women's Premier League agreement

This multi-brand tie-up further solidifies PepsiCo's already substantial presence within Saudi soccer. Notably, Lays is currently serving as the title sponsor for the Saudi Women’s Premier League (SWPL).

This sponsorship was unveiled back in October and forms part of an ongoing relationship between PepsiCo and the Saudi Arabian Football Federation.

Saudi Pro League Chief Operating Officer, Carlo Nohra, 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.”

This multi-brand tie-up between SPL and Pepsico represents a significant development in the sports industry. It not only strengthens PepsiCo's presence in Saudi soccer but also provides an opportunity for these brands to engage directly with a large and passionate fan base.

As we move forward, it will be interesting to see how this partnership evolves as the Saudi Pro League continues to grow in prominence, with the introduction of global stars like Cristiano Ronaldo and Karim Benzema to teams like Al-Nassr and Al-Ittihad.

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