The Saudi Arabian Football Federation (SAFF) has roped in German sportswear giant Adidas as its official kit supplier for the national football teams of Saudi Arabia, starting from 2023.
The partnership, which is set to run till 2026, will see Adidas replace Nike and provide the Saudi Arabian men’s, women’s and youth sides with training and match wear. Adidas has also stated that, through the partnership, it will look to increase access to the women’s game in the country.
Bilal Fares, Adidas’ general manager for Adidas Middle East and North Africa (MENA) region, commented:
“We believe that through sport, we have the power to change lives and we’re delighted to support the federation’s strategy to enhance access to women’s soccer across the kingdom.
“Saudi’s growth and ambitions within the sporting sector make it an incredibly exciting market for Adidas, with the partnership building on the brand’s wider ambitions to increase sports participation across the kingdom in line with [the Saudi government’s] Vision 2030.“
Yasser Al-Misehal, President, SAFF, added:
“Adidas respects our past, our present and admires our committed ambition to open up football to all. In the kingdom football is a force for good and brings joy to so many, joy which is spreading to even more people thanks to the growth of women’s football.
“There is fresh energy and a genuine sense of optimism and excitement in Saudi Arabia, that Adidas believes in and wants to be part of. For the Saudi people, Adidas is synonymous with football and are looking forward to kicking off this relationship.“
The SAFF and Nike have been partners for nine years, with their partnership now set to end with this year.
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