December 3 – Al-Ittihad, the nine-time winners of the Saudi Pro League and current league leaders by two points after 12 games, are also enjoying a good season off the pitch, having recently announced two noteworthy deals.
Firstly, they have opened their first flagship store in Jeddah Park, following that up with a landmark sponsorship agreement with German car manufacturer, Volkswagen.
Like many clubs, Al-Ittihad has realised that the traditional shirts and scarf store are a relic of a different time and have merged tradition with innovation.
The new store, spanning 230 square meters, includes facade screens, an interactive holographic portal, spinning mannequins showcasing the latest kits and merchandise dynamically, an ITTI LAB which is a customization station where fans can personalize their jerseys and gear for a unique touch, locker rooms providing a glimpse into the lives of professional players, and a history wall featuring a celebration of the club’s legacy, including its triumphs in the Asian Champions League.
According to the club, the flagship store represents a significant step forward in strengthening fan connections by providing a dedicated space where supporters can come together to celebrate their shared passion. It also drives commercial growth, with official merchandise sales serving as a crucial revenue stream that helps the club maintain its competitive edge.
The two-year deal with Volkswagen fits perfectly with Saudi Vision 2030, the Kingdom’s initiative to elevate sports and youth development, positioning Al-Ittihad at the forefront of Saudi football’s modernisation.
As a vehicle for the Public Investment Fund (PIF), the use of the Volkswagen logo will be prominently displayed on the front collar of the men’s first-team shirt and the sleeve of the women’s first-team shirt. This placement ensures global visibility, leveraging the club’s extensive media reach and social media influence.
Loay Mashal, Al-Ittihad President, remarked: “Our ability to attract major global brands like Volkswagen underscores our reach and impact, not just within Saudi Arabia but on a global scale. This partnership is a testament to our club’s growth, supported by the dedication of our commercial team and the unwavering passion of our fans.”
The partnership also showcases Volkswagen’s strategic push into Middle Eastern markets, a region where football serves as a powerful cultural and commercial unifier. By aligning with Al-Ittihad, Volkswagen solidifies its position as a trusted name among a young, football-loving demographic.
Contact the writer of this story, Nick Webster, at moc.l1733262670labto1733262670ofdlr1733262670owedi1733262670sni@o1733262670fni1733262670
