Following this new deal, the brand has been named the official sponsor of the top-flight women’s football league in Saudi Arabia.
Under the three-year agreement, PepsiCo’s subsidiary will be the Saudi Women’s Premier League’s sponsor beginning with the 2023-24 season. The tournament will now be recognized as the Saudi Women’s Premier League Powered by Lay’s.
The league held its maiden season last year, with eight clubs – five of which were extensions of the main men’s Saudi Pro League (SPL) sides – competing in a two-legged game format over 14 weeks, with Al-Nassr being the first-ever winner.
CEO of PepsiCo’s MENA division Aamer Sheikh, said, “We are thrilled to embark on this exciting journey with the Saudi Women’s Premier 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.”
SAFF Vice President, Lamia Ibrahim Bahaian, commented, “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 toward a future where women’s football takes its rightful place on the global stage and inspires young girls across Saudi Arabia and beyond.”
SMC (Saudi Media Company) CEO Khalid Alkhudair, said, “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 to the country’s ambitions. We are delighted at SMC to be among the pioneering Saudi companies in this field.”