Saudi Arabia

Football
Host Broadcast & Production

IMG has widened its remit with the Saudi Pro League (SPL) in a five-season production agreement that adds to its existing role in selling the competition’s international broadcast rights.
Esports
Events

Saudi Arabia's emergence as the home for the esports and gaming industry has been underlined by the International Olympic Committee today awarding the country hosting rights to its new Olympic Esports Games event.
Football
Sponsorship & Marketing

Neom, the new region being built by the Saudi Arabian government in the country’s north west, is to continue as a leading sponsor of the Asian Football Confederation throughout the decade.
Motorsport
Media

Extreme E’s transformation into Extreme H will turn Alejandro’s Agag’s sustainable off-road odyssey into a far more commercially-focused property, centring the interests of its Saudi backers and attracting new partners such as Red Bull to the sport.
Esports
Sponsorship & Marketing

Adidas has taken a significant sponsorship position at the inaugural edition of the Esports World Cup, taking place in Saudi Arabia next month
Motorsport
Events

World Rally Championship set to join Formula 1, Formula E, Extreme E and the Dakar Rally on the Kingdom's events calendar, from 2025.
Tennis
Sponsorship & Marketing

Saudi Arabia’s Public Investment Fund (PIF) has struck a multi-year deal with the Women's Tennis Association that mirrors its agreement with the men's Tour: sponsorship but no equity investment.
Cricket
Sponsorship & Marketing

Saudi energy and chemicals companies Aramco has extended its global partnership with the International Cricket Council (ICC) for another four years
Mixed Martial Arts
Sponsorship & Marketing

Riyadh Season, the annual Saudi Arabian state-funded festival hosted in the capital, is continuing to branch out beyond its borders, with a new sponsorship deal struck with the Ultimate Fighting Championship (UFC).
Esports
Stadia

ESL FACEIT Group has agreed a wide-ranging five-year deal with Qiddiya City that will see it play a key role in the development of a gaming and esports district in Saudi Arabia.
Tennis
Events

The Women’s Tennis Association (WTA) has announced its season-ending WTA Finals will be staged in the Saudi capital Riyadh after it agreed a three-year deal with the Saudi Tennis Federation (STF).
Mixed Martial Arts
Events

UFC will make its Saudi Arabia debut in June, three months later than envisaged after local organisers pushed back on the promotion's original plans to launch with a weak card.
Esports
Sponsorship & Marketing

The Sony Group has announced a multi-year agreement to become a founding partner of the Saudi-backed Esports World Cup, which takes place this summer in the kingdom’s capital city, Riyadh.
Tennis
Sponsorship & Marketing

The Association of Tennis Professionals (ATP) has formed closer ties with Saudi Arabia’s Public Investment Fund (PIF) in a multi-faceted sponsorship agreement unveiled today (Wednesday) but has stopped s…
Table Tennis
Events

World Table Tennis (WTT), the commercial arm of the International Table Tennis Federation (ITTF), has secured a major boost for its fledgling WTT series, after Saudi Arabia struck a multi-year deal to…
Snooker
Events

One of the world's richest snooker events is to take place in Saudi Arabia for the next 10 years, further strengthening the Matchroom Group's ties to the Kingdom
Football
Sponsorship & Marketing

PepsiCo has sought to cement its presence in Saudi Arabian football by announcing a deal to become a ‘Gold Partner’ of the Saudi Pro League.
Football
Sponsorship & Marketing

Adidas has bolstered its dominant position in the Saudi Arabia football market by securing the kit supplier rights to Saudi Pro League club Al Nassr in a three-year deal from the 2024-25 season