Riyadh, Saudi Arabia — The Saudi Tourism Investment Company (ASFAR), a Public Investment Fund (PIF) portfolio company, has announced a sponsorship agreement with Al-Hilal Saudi Club, one of Saudi Arabia’s premier football clubs.
The sponsorship deal will run for three seasons.
Under the terms of the agreement, ASFAR will serve as the official sponsor of the Al-Hilal Saudi Club until the end of the 2025-2026 season. The sponsorship aims to drive Al-Hilal Saudi Club’s ambitions to win local, regional, and international championships.
The agreement was signed between Dr. Fahad bin Mushayt, CEO of ASFAR, and Sultan Alsheikh, CEO of Al-Hilal Investment Company.
“We are pleased with our partnership with the esteemed Al-Hilal Saudi Club. This sponsorship aligns with the ambitious goals of Saudi Vision 2030,” Dr. Fahad bin Mushayt said. “It reflects our commitment to achieving one of our strategic objectives related to supporting a vibrant community within Saudi Arabia, particularly in the sports sector.”
Sultan Alsheikh expressed his delight in signing this sponsorship, which will support Al-Hilal’s journey towards realizing its commercial and marketing aspirations.
ASFAR, which recently launched its operations, aims to develop and build tourism destinations and projects in hospitality, entertainment, retail activities and restaurants through partnerships with the private sector.
Founded in 1957, Al-Hilal Saudi Club is the most decorated football club in Saudi Arabia and the most successful Asian club in terms of continental championships.