October 21 – The Saudi Arabian Football Federation (SAFF) has announced a three-year partnership with Unilever’s Rexona, making the brand an official sponsor of the Saudi Arabia Women’s National Team.
This marks the first official partner for the Kingdom’s women’s football programme at all levels, reflecting the rapid growth of the sport in Saudi Arabia. The deal aims to advance the development of women’s football in the country, following the 2022 launch of the SAFF Women’s Premier League.
Rexona has supported women’s football globally, including partnerships with FIFA and the Women’s World Cup, and has also dipped into the club sponsorship market with Manchester City Women.
Aalia AlRasheed, Head of Women’s Football Department at SAFF, said: “We have immense pride of how the women’s game and development of our Saudi Arabia Women’s National Programme has progressed in recent years, and this is the next step in continuing to reach new heights for women’s football and our national team programme in the years to come.”
With a reported 77,000 female players involved in schools across Saudi Arabia, the collaboration aims to create more opportunities for girls to engage in the sport, aligning with the Kingdom’s long-term Vision 2030 strategy, which seeks to inspire youth to participate in sports at all levels and promote widespread sporting engagement among the population.
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