Saudi Arabia FA teams up with Lay’s

The Saudi Arabian Football Federation (SAFF) has announced a three-year deal with Purchase, New York-headquartered food and beverage giant PepsiCo’s Middle East and North Africa (MENA) division.

The deal will see PepsiCo’s potato chips brand Lay’s serve as a headline sponsor to the Saudi Women’s Premier League, which will be thusly renamed to the “Saudi Women’s Premier League powered by Lay’s”.

Lamia Ibrahim Bahaian, Vice President, SAFF, added:

“Our partnership with Lay’s for the Saudi Women’s Football League is a testament to the growing support and recognition of women’s sports in Saudi Arabia. The league’s expansion, with the backing of Lay’s, is a significant step forward in achieving our objectives to nurture and showcase the incredible talent of female footballers in our nation. Together, we are working toward a future where women’s football takes its rightful place on the global stage and inspires young girls across Saudi Arabia and beyond.“

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Khalid Alkhudair, CEO, Saudi Media Company, added:

“This partnership contributes in opening new horizons for achieving the goals of women’s football in the Kingdom. Today, we are witnessing a qualitative leap in sports, where investment and sports marketing play an important role in contributing to the country’s ambitions. We are delighted at SMC to be among the pioneering Saudi companies in this field.“

Aamer Sheikh, CEO, PepsiCo’s MENA Division, said:

“We are thrilled to embark on this exciting journey with the Saudi Women’s Premier League to not only underscore our dedication to fostering diversity and inclusion but also demonstrate our commitment to the ambitious Vision 2030 goals of Saudi Arabia. This collaboration also reflects our unwavering promise to empower women not just globally but locally as well through our numerous platforms and programs. By empowering and promoting women in sports, we contribute to the vision’s aim of diversifying the Saudi economy, enhancing the quality of life, and increasing participation in sports at all levels.“