Riyadh-Saudi Arabia: 6 January 2025 – Saudi Sports for All Federation (SFA) has entered into a three-year strategic partnership agreement with ASICS KSA, the Saudi subsidiary of the Japanese multinational sportswear corporation, to prioritize sport as a key contributor to the Saudi economy.
The agreement was signed by Shaima Saleh Al-Husseini, SFA Managing Director on behalf of the Federation and Yohei Takahashi, General Manager, ASICS KSA in the presence of senior representatives from the two entities.
Under the terms of the agreement, SFA and ASICS will collaborate in hosting sports initiatives and promoting health and fitness efforts across Saudi Arabia in line Saudi Vision 2030 to enhance the quality of life of Saudi citizens and residents. In recent years, Saudi Arabia has proactively pivoted to increase its presence among the world’s sporting nations – culminating most recently, with its winning the high-profile bid to host the 2034 FIFA World Cup.
Shaima Saleh Al-Husseini said: “We are thrilled to partner with ASICS, a global leader whose dedication to the value of sports matches our vision. This partnership enables us to elevate the experience of participants across the Kingdom by bringing world-class expertise and resources to our grassroots initiatives. Our collaboration with ASICS underscores our commitment to increasing physical activity and creating unparalleled opportunities for the community and sports enthusiasts. Together, we will inspire and support communities throughout Saudi Arabia to embrace a more active and healthier lifestyle, in line with the objectives of Saudi Vision 2030.”
For his part, Yohei Takahashi said: “We are honored to partner with Sports For All as we embark on an exciting new chapter marked with the signing of a contract for the Riyadh Marathon and other key sporting initiatives. This partnership reflects our commitment to supporting the objectives of Saudi Vision 2030. We look forward to contributing towards enhancing the sporting experience in Saudi Arabia and fostering a vibrant and dynamic sports community.”
In 2022, SFA teamed up with ASICS to enhance community sports in Saudi Arabia through bolstering the Kingdom’s sports infrastructure and aiding its transformation into a leading sports hub. In addition, SFA signed another partnership agreement with ASICS in 2024 to become the strategic sponsor of several events under SFA’s direction. Part of the Saudi-Japan Vision 2030 Project (SVJ2030), these partnerships aim to improve the collaboration of the public and private sectors between Saudi Arabia and Japan.
