Roger Hampel
Photo Credit: SAFF Media
In a landmark moment for Saudi Arabia’s women’s football, the Saudi Arabian Football Federation (SAFF) has signed a historic three-year partnership with Rexona, a global leader in deodorant and antiperspirant products. This agreement marks the first official partnership for the Kingdom’s Women’s National Programme, a crucial development since its launch in 2021. It highlights both the growth of women’s football in Saudi Arabia and the international focus on empowering women in sports.
Key Aspects of the Partnership Saudi Arabia Rexona
The agreement with Rexona, a brand owned by Unilever, aligns with the company's global initiative to support women's sports. Rexona has already played a key role in promoting women’s football globally, including major sponsorships with FIFA and the Women’s World Cup. This new partnership reinforces Rexona's commitment to advancing the women's game, not only on a global scale but also regionally in Saudi Arabia.
By partnering with Rexona, SAFF is poised to accelerate the development of women's football in the Kingdom. The collaboration will support all levels of the national programme, from grassroots initiatives to the elite national teams, helping to increase participation and visibility for women in the sport.
The Rapid Rise of Women's Football in Saudi Arabia
Since the introduction of the Saudi Arabia Women’s National Team in 2021, the sport has experienced remarkable growth. The SAFF Women’s Premier League was launched in 2022, providing a competitive platform for female footballers. Currently, there are over 77,000 female players involved in school leagues across the Kingdom, showcasing the increasing interest and participation in women’s football.
This partnership is expected to significantly contribute to further opportunities for young girls and women to participate in football, in line with Saudi Arabia’s broader Vision 2030 strategy. Vision 2030 aims to foster a more active and engaged society by encouraging sport participation at all levels.
Comments from Leaders
Speaking at the signing ceremony, Aalia Al Rasheed, Head of Women’s Football at SAFF, expressed pride in the progress made by the Saudi women’s programme:"We are delighted to announce this new partnership with Rexona and Unilever, a key figure in the global growth of women’s football. This is the next step in continuing to reach new heights for women’s football in Saudi Arabia."
The partnership was also lauded by Khalil Yassine, Head of Unilever Arabia, at a ceremony held at Al Awwal Park in Riyadh.
A Step Forward for Women in Sport
The collaboration with Rexona signifies more than just a sponsorship deal. It represents a deeper commitment to the empowerment of women through sports. As Saudi Arabia continues to push boundaries in advancing women’s participation in football, this partnership is expected to fuel further progress, both in terms of competitive success and broader social change.
With women’s football in Saudi Arabia growing rapidly, this partnership sets a precedent for other major brands to get involved in developing women’s sports in the region. It also showcases Saudi Arabia’s dedication to fostering a more inclusive and vibrant sports culture as part of its Vision 2030.
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