Riyadh, Kingdom of Saudi Arabia, 18 February, 2025 – The Saudi Sports for All Federation (SFA) has signed a strategic partnership with Tawuniya, the largest insurance provider in the Middle East and North Africa (MENA). This collaboration will mark a significant step in raising awareness about the importance of physical activity, enhancing public health, and fostering community cohesion through a series of sports initiatives across the Kingdom.
The partnership will introduce a range of initiatives throughout the year, including community events and national campaigns aimed at promoting healthy lifestyles and improving the overall quality of life in Saudi Arabia. At the core of this collaboration is the Tawuniya Vitality program, developed in partnership with the Vitality Group. This innovative program integrates interactive technologies and behavioral science to encourage and reward participants for adopting healthy habits.
The Tawuniya Vitality app will serve as a key tool for users to monitor their health, set fitness goals, and earn rewards for engaging in physical activities such as walking and running. This practical and engaging approach seeks to motivate continuous participation in these activities while supporting Tawuniya’s and the SFA’s shared objectives to advance Saudi Vision 2030, specifically those related to quality of life and community development.
HRH Prince Khaled bin Alwaleed bin Talal Al Saud, President of the SFA, said: ““Our partnership with Tawuniya reflects our shared vision of increasing physical activity across Saudi Arabia and fostering a healthier, more active society. By combining our expertise, we aim to provide communities with greater access to sports and wellness opportunities, reinforcing our commitment to enhancing public well-being. This collaboration aligns with Saudi Vision 2030’s goals of improving quality of life and promoting a sustainable, active lifestyle for all.”
Othman Al Kassabi, CEO of Tawuniya, said: “This collaboration with the SFA is a vital step in empowering the Saudi community to adopt healthier lifestyles. Our partnership serves as an excellent platform for promoting our Vitality program, inspiring users to take charge of their health and well-being sustainably. Together, we aim to foster a lifestyle built on healthier choices and exercise.”
Tawuniya will also leverage SFA’s initiatives to spotlight its ongoing Your Step Counts campaign. Through this campaign, the partnership will encourage individuals to embrace regular physical activity, from casual walking to professional running, and inspire a more active, health-conscious society. By enhancing health awareness across the Kingdom, this initiative aims to motivate both participants and the wider public to adopt more vibrant and sustainable lifestyles.
SFA organizes community events annually, engaging more than 500,000 participants across the Kingdom. By integrating the Vitality program into these efforts, Tawuniya aims to address public health challenges innovatively and help fulfill Saudi Vision 2030’s goals of improving community health, paving the way for a healthier and brighter future for the Kingdom.
