Aquafina, Pepsi, Gatorade and Lay’s sign on as partners of Saudi Arabian soccer top flight.
The Saudi Pro League (SPL), Saudi Arabia’s domestic soccer top flight, has added drinks giant PepsiCo as its latest gold partner.
Contract:
- Deal to run for remainder of current season and entire 2024/25 campaign
- PepsiCo’s Aquafina named SPL’s official water partner, Pepsi as official soft drinks partner, Gatorade as official sports drink partner, and Lay’s as official potato chips partner
- Partnership aims to elevate matchday experience for fans through series of activations and events
Context:
Lay’s already has a deal with the Saudi Women’s Premier League, having been announced as the competition’s first headline sponsor as part of a three-year agreement between the Saudi Arabian Football Federation (SAFF) and PepsiCo.
For the SPL, the PepsiCo pact adds more high-profile brands to its partnership portfolio. Last month, Adidas signed on as the league’s official match ball supplier in a deal that runs until the end of 2024/25 and saw the German sportswear firm replace Nike. The SPL penned a five-year title sponsorship agreement with real estate developer Roshn in August 2022, which is worth SAR478 million (US$127 million).
Comment:
“We are delighted to welcome PepsiCo into the RSL family as a gold partner,” said Carlo Nohra, chief operating officer of the Saudi Pro League. “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.”