October 13, 2023
Groundbreaking Deal Marks Major Step in Women’s Sports in Saudi Arabia
The collaboration marks one of the largest sponsorships of women’s sports in Saudi Arabia to date and strengthens PepsiCo’s commitment to women empowerment
Saudi Arabia, xx October 2023 – PepsiCo and the Saudi Arabian Football Federation today announced a monumental partnership with their sub-brand Lays as the new strategic sponsors of the Saudi Women Premier League. The two entities held a signing ceremony[NA1] earlier today in the presence of SMC Vibes – the media rights of the sports and entertainment leg of the company [NA2] – to commence the three-year partnership.
The signing was attended by Aamer Sheikh, PepsiCo MENA CEO, Lamia bin Bahaian, SAFF Vice President, and Khalid Alkhudair, SMC CEO, alongside the Women’s Premier League team captains.
As the Official Sponsor, the Saudi Women’s Premiere League will be renamed as Saudi Women’s Premiere League Powered by Lay’s whilst also having their logo prominently displayed alongside the league's emblem, symbolizing its commitment to empowering women in sports and bringing this dynamic league to the forefront of Saudi Arabia's evolving landscape.
The Saudi Women’s Premier League launched its first official season last year with eight teams, including five of the biggest Saudi Pro League teams for the first time, competed in two legged fixtures over 14 weeks with Al Nassr being crowned champion.
With the 2023-24 season set to kick off October 13, the league continues to flourish with exciting new international and local signings to feature across eight competitive teams and a thrilling lineup of 56 matches, all set to captivate fans and inspire the next generation of female athletes in the Kingdom. The matches will be broadcasted live on the Saudi Sports Channel, ensuring maximum exposure and reach for the games.
Aamer Sheikh, CEO, PepsiCo MENA said: “We are thrilled to embark on this exciting journey with the Saudi Women's Football 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.
Vice-President of the Saudi Arabian Football Federation (SAFF), Lamia Bahaian Ibrahim, adds: “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 towards a future where women's football takes its rightful place on the global stage and inspires young girls across Saudi Arabia and beyond.”
Khalid Alkhudair , CEO, - SMC notes: - ["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 in the achievement of the goals of our Vision 2030. We are delighted at SMC to be among the pioneering Saudi companies in this field."[NA3] ]
This partnership builds upon Lay's commitment to celebrating fandom by continuing to align with culturally relevant moments to bring smiles to more consumers on more occasions. As the most watched women's sporting event in the Kingdom, the Saudi Women’s Premiere League presents a unique opportunity for Lay’s to be a part of the growing popularity of women's sports. Lay’s is also dedicated to furthering equity through its programming by engaging fans and fostering opportunities for more players at all levels regardless of background, gender, or ability.
For more information on the partnership, please visit: xx
ENDS
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, and Quaker. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
About SMC
SMC Company is part of the largest local media group in the kingdom of Saudi Arabia, "Engineer Holding Group" which specializes in providing the latest and diverse advertising media services, that is led by a sophisticated executive team and focuses on providing exclusive and qualitative content to the audience.
In addition, SMC is the exclusive advertising Company for many major media outlets, including Radio and Television Authority, Rotana FM radio, Saudi Research and Media Group, and others. Also, SMC provides marketing solutions and creative advertising options in entertainment field, sports, and media investment.
PepsiCo, through its sub-brand Lay's, partners with the Saudi Arabian Football Federation as the headline sponsor for the Saudi Women’s Premier League, highlighting its commitment to women's empowerment and sports in the Kingdom.
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