This article contains information regarding the organisations enjoying a strong branding presence across Saudi Pro League side Al Hilal SFC’s physical and digital assets as their sponsors for the 2024/25 season.
Qiddiya Investment Company is a closed joint-stock company wholly owned by the Public Investment Fund (PIF) of Saudi Arabia, the sovereign wealth fund of the country.
In February 2022, Qiddiya signed a historic strategic partnership agreement with Al Nassr FC and Al Hilal SFC for a period of two decades, from 2022 to 2042, at a value of SAR 100 million (Saudi Riyal) annually for each club, with the option of reviewing the terms of the agreement every five years.
The agreement includes several sports privileges for the two clubs, contributing to increase sports investment opportunities in Asia, specifically in the Middle East, and enhancing Qiddiya’s position as the future capital of entertainment, sports, and culture in Saudi Arabia.
Saudi Arabian gaming conglomerate Savvy Games Group announced a partnership with Al Hilal SFC in June 2023.
The deal entails Savvy Games Group helping the club improve their facilities and develop youth training programmes. Al-Hilal, in turn, sport the Savvy Games logo across their branding and wider portfolio.
Red Bull MOBILE, the Saudi Arabian telecom division of the global energy drinks conglomerate, agreed to a three-year sponsorship collaboration with Al Hilal SFC in August 2024.
The partnership intends to increase fan interaction and provide unique experiences for football fans in Saudi Arabia. It puts Red Bull MOBILE’s branding on Al Hilal’s training and travel outfits as well as pre-match jerseys. Red Bull MOBILE also operates fan zones at important Al Hilal events and matches, providing supporters with interactive and engaging activities.
Kingdom Holding Company (KHC), chaired by Prince Alwaleed bin Talal, has been acting as an official partner of Al Hilal SFC since 2017.
Riyad Bank, one of the largest financial institutions in Saudi Arabia, signed a partnership agreement with Al Hilal SFC in February 2023.
As per the deal, the bank sponsors all Al Hilal SFC teams (both men’s and women’s), including volleyball and basketball teams, academies, and the club’s official charity arm.
Tawuniya Insurance is a Saudi joint-stock company based in Riyadh. It has been a long-time partner of Al Hilal SFC.
In June 2024, Tawuniya and Al Hilal agreed on a four-year extension, which kicked off with the start of the 2024/25 season.
As part of the current deal, Tawuniya receives various commercial rights and benefits both inside and outside the Al Hilal stadium, the Kingdom Arena.
Saudi Entertainment Ventures (SEVEN), a wholly-owned subsidiary of the PIF, signed a three-year partnership agreement with Al Hilal SFC in June 2023.
Since the start of the 2023/24 season, the partnership has included mutual commercial and marketing rights between the two entities, supporting both SEVEN’s guests and Al Hilal SFC fans.
In June 2023, Sanabil Investments, a wholly-owned subsidiary of the PIF, signed a three-season partnership agreement with Al Hilal SFC.
Valid until the end of the 2025/26 season, the deal entails Sanabil Investment’s logo featuring on the sleeve of Al-Hilal’s first team matchday shirt.
Saudi online food delivery platform Jahez partnered with Al Hilal SFC in August 2022 to establish a limited liability company that will sell and market products from different brands and offer online services.
Under the name of “BLU Store”, the company was formed with a capital of SAR 500,000, with Jahez holding 51% of the company and Al Hilal SFC the remaining 49%, according to a bourse filing.
German sportswear and equipment giant Puma signed a multi-year partnership deal with Al Hilal SFC in June 2023.
The five-year sponsorship deal, which kicked off with the 2023/24 season, sees Al Hilal SFC using Puma team wear and training equipment for both their men’s and women’s football teams.
Additionally, the two work together to not only create unique products for fans across the globe, they also connect with local communities and provide long-term initiatives for the Saudi youth.
The Helicopter Company (THC), a wholly-owned PIF subsidiary and Saudi Arabia’s premier provider of commercial general aviation services, announced the signing of an official sponsorship agreement with Al Hilal SFC in October 2023—a first-of-a-kind agreement for the company.
A PIF entertainment project, The Rig signed a three-year sponsorship agreement with Al Hilal SFC in July 2023.
Since the start of the 2023/24 season, the agreement, which awards The Rig several advertising and marketing rights, sees the two parties work towards promoting sports participation in Saudi Arabia while helping inspire a new generation of sports talent, further contributing to the “Saudi Vision 2030” project.
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