Cola has officially announced its sponsorship of the Saudi Arabian Football Federation. The agreement includes full support to the Saudi National football Team, and the three main events happening in the Kingdom during the year: the Saudi King's Cup, the Crown Prince Cup and Super Cup. As official sponsor of the Saudi National Team, Coca-Cola will back the squad as they aim to qualify for all upcoming international and regional tournaments. This includes the 2018 FIFA World Cup in Russia, where the KSA national team hopes to compete for the fifth time. By uniting the fans and building passion among them, Coca-Cola hopes to encourage the squad during all upcoming tournaments. Alongside these sponsorship activities, Coca-Cola will show its support of the team through on and off field signage and branding, and across digital and social media channels including Coca-Cola Journey Arabia. The brand's packaging, in-store displays and other customer experience assets will also be customized to highlight the partnership and encourage fans to show their passion for the team. Arwa water will also be the official water brand for all the sponsorship activities. "Today we witness an important partnership with Coca-Cola, one of the leading global brands renowned for their history in supporting sports, as an official sponsor of the Saudi Arabian Football Federation. This new partnership reflects the importance and the stature of our federation, teams and the competitions we organize," said Ahmed Eid, President of the Saudi Arabian Football Federation. "We are delighted to have Coca-Cola as our partner, and look forward to a successful and promising future for both partners and the Football society". Throughout this partnership, Coca-Cola will make use of various platforms and channels to give the KSA football community a voice that can be heard. Real human stories of Saudi's pride and passion for the sport will also be shared via these outlets. "We are thrilled to be the official sponsor of the Saudi Arabian Football Federation, as we always believe in supporting national talent across the region and especially when it comes to a game that brings us all together. We are certain the Saudi National Team will inspire fans of all ages, including the generation who will represent the country at the 2018 World Cup qualifications," said Tolga Cebe, Marketing Director at Coca-Cola, Middle East Region. Coca-Cola has always believed in the power of football to unite and inspire people. The brand's latest partnership follows a long history of sponsoring local initiatives that support national talent and a passion for the game. In KSA for example, Copa Coca-Cola - among other programs - was held again last year to offer teens (13-15 years) the chance to compete in an international football competition. Coca-Cola also has extensive ties with football globally, by sponsoring tournaments including the World Cup and European Cup, and other National football Teams around the world.— SG
