Roger Hampel
Photo Credit: Al-Ittihad
Al-Ittihad Club has announced a landmark sponsorship agreement with Volkswagen. The two-year partnership, facilitated by Volkswagen's authorized dealer, SAMACO Motors, highlights Al-Ittihad’s position as one of the most commercially attractive clubs in Saudi Arabia and the region.
This deal aligns 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 modernization.
Volkswagen’s Presence on the Pitch Al-Ittihad Volkswagen
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. Additionally, SAMACO Motors will provide Al-Ittihad’s men’s and women’s teams with access to the latest Volkswagen Touareg, Teramont, and T-ROC models. This collaboration reinforces the brand’s commitment to not only supporting football but also delivering premium lifestyle experiences to players and fans. Al-Ittihad Volkswagen
The sponsorship comes at a pivotal time for Al-Ittihad. As one of Saudi Arabia’s most historic football clubs, it boasts a rich legacy of success on the pitch and a vibrant, loyal fanbase that transcends borders.
Al-Ittihad’s Expanding Global Appeal
Speaking on the partnership, Al-Ittihad President Eng. Loay Mashal 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 club’s broad social media presence, coupled with high levels of fan engagement, offers Volkswagen an unparalleled platform to connect with new audiences.
Volkswagen’s foray into Saudi football is a natural extension of its global commitment to sports. For nearly 90 years, the brand has been a key supporter of sports across disciplines, blending its automotive expertise with a passion for fostering community connections.
“Volkswagen is proud to partner with a heritage-filled club like Al-Ittihad,” said Mohammed Raffa, CEO of SAMACO Motors. “This collaboration highlights our dedication to supporting youth and sports in Saudi Arabia, aligning perfectly with Saudi Vision 2030.”
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.
The Broader Impact on Saudi Football
The Al-Ittihad-Volkswagen deal is yet another example of how Saudi Arabian clubs are leveraging partnerships with global brands to enhance their competitive edge. Following in the footsteps of high-profile sponsorships secured by clubs in the Saudi Pro League, this agreement signals a new era of collaboration between international brands and Middle Eastern football.
For Al-Ittihad, this partnership also underscores the club's forward-thinking commercial strategy, which has made it a model for other Saudi clubs aiming to attract global attention. Beyond its immediate financial benefits, the deal positions Al-Ittihad as a club that bridges tradition and modernity, appealing to fans at home and abroad.
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