Riyadh, 15^thJune 2023

During a signing ceremony held today in KAFD, the King Abdullah Financial District Development & Management Company (KAFD DMC), a wholly-owned PIF company, announced its first foray into the sporting world as the Platinum Sponsor of Al Nassr Football Club (FC) for the next three years. Marking a significant milestone in the worlds of sports and business, the partnership is set to take form in the 2023-24 season.

Set in the heart of the Saudi capital Riyadh, 22-kilometers away from the airport, KAFD is home to 1.6 million square meters of state-of-the-art office space, world-class venues and iconic luxury residences, designed to transform the way urban communities live, work, and play. A landmark development, KAFD is a key driver of Riyadh’s economic ambitions and is the largest LEED certified mixed-use financial district in the world. It is owned and managed by the King Abdullah Financial District Development and Management Company (KAFD DMC).

With the recent growth in Saudi football and the surge in its popularity, the Saudi Pro League is now aired by 48 platforms and TV broadcasters in over 170 countries worldwide. Throughout the past year, attendance at Al Nassr matches doubled, and as the Platinum Sponsor, KAFD aims to expand its reach and reinforce its position as a business and lifestyle hub fostering excellence and quality of life.

Last year, Al Nassr FC attracted one of football’s greatest talents to the team with the acquisition of Portuguese superstar, Cristiano Ronaldo. Today, by leveraging the immense popularity and influence of Al Nassr FC, one of Saudi Arabia's leading clubs, KAFD plans to introduce its brand to new markets and audience segments including passionate Al Nassr fans and football enthusiasts across the country and around the world. As a result, the agreement will help foster greater awareness and appreciation for its pivotal role as the region’s leading business district.

Welcoming the sponsorship opportunity, Gautam Sashittal, Chief Executive Officer of KAFD DMC, explained: "Over 80% of men and women in the Kingdom play, attend or follow football, making this the most important arena for public engagement and the development of health and well-being initiatives. We are thrilled to be the Platinum Sponsor of Al Nassr FC and are confident of the club’s growth prospects. Our affiliation with Al Nassr, aims to strengthen our presence in the sports industry and demonstrates our commitment to supporting the Kingdom’s vibrant football culture."

The collaboration with Al Nassr provides KAFD with a platform to engage with fans and stakeholders through various touchpoints. KAFD's brand will be prominently featured across Al Nassr's digital platforms, stadium, team merchandise, and promotional materials, ensuring widespread visibility and recognition. Additionally, KAFD will have the privilege of hosting exclusive events at the club stadium, offering unique experiences for clients, partners, and employees.

Commenting on the partnership, Ahmed AlGhamdi, Chief Executive Officer of Al Nassr FC, said: "My colleagues and I at Al Nassr FC are honored to have KAFD as our Platinum Sponsor. This partnership symbolizes the strong bond between Al Nassr, the beating heart of Riyadh and the Kingdom, and KAFD, the thriving business hub of the city. As one of the most famous football clubs in Saudi Arabia, through this partnership we aim to be drivers of transformation in the sports realm within the Kingdom, fostering a dynamic ecosystem of success, innovation and fan engagement.”

The official announcement of the Platinum Sponsorship of Al Nassr FC by KAFD took place ahead of the highly anticipated 2023 season. Further details and updates regarding the partnership will be communicated in due course.