Saudi Arabian Women's National Team and Rexona unveil 'We're Coming' campaign
The Women's National Team of Saudi Arabia and Rexona are teaming up to champion a new era for women's football in the Kingdom, unveiling the 'We're Coming' campaign set to inspire a new generation of Saudi football stars through a historic partnership.
As a ground-breaking first campaign delivered in collaboration between the women's national programme and its first exclusive partner, the 'We're Coming' campaign featuring stars from the women's national first team and upcoming starlets from across the Kingdom will highlight the record-breaking growth of women's football in Saudi Arabia in recent seasons.
The campaign follows the official announcement of Rexona as an exclusive partner to the Saudi Arabian Women's National Programme in October and builds on the remarkable momentum behind women's football in the Kingdom.
The new campaign launching this month comes after a historic year in which the women's national first team reached its highest ever FIFA World Ranking in December. Head Coach Lluis Cortes' side begin 2025 with an eye on further records with the team's first AFC Women's Asian Cup qualification campaign beginning in May, aiming to compete in the 2026 event in Australia.
Aalia AlRasheed, Head of Women's Football Department at SAFF, said: 'We are delighted to announce this new campaign for our Women's National Programme with Rexona and Unilever, a key figure in the global growth of women's football.
'This campaign to highlight the exceptional growth and trajectory that our game is following comes with perfect timing as our senior squad gears up to break new ground in 2025 with our first official qualification campaign. Along with our ongoing work with Rexona, this campaign is the next step in continuing to reach new heights for women's football and shining a light on the incredible efforts of our national team programme.'
Shazia Syed, Unilever Personal Care General Manager (GCC, Turkey, Pakistan & Bangladesh) and Head of Unilever Arabia (GCC) added: 'It is a privilege for Unilever and Rexona to partner with the Saudi Arabian Football Federation and its Women's National Team Programme on this innovative campaign as we kick off this exciting collaboration with the aim to help the development of the women's game in the Kingdom.
'As an extension of Rexona's international efforts to support the growth of women's sports, this new chapter is a major milestone for Rexona in becoming an official sponsor for the Saudi Arabian Women's National Teams and we look forward to breaking new ground in developing the women's game here nationwide.'
This three-year collaboration marks the first official partnership for Saudi Arabia's Women's National Programme, a testament to the incredible strides made since the team's historic launch in 2021. Beyond football, this partnership is a celebration of movement, confidence, and breaking barriers—on and off the pitch.
Rexona has long been a passionate supporter of women's sports globally, with major partnerships including FIFA and the Women's World Cup. Now, this game-changing alliance with Saudi Arabia aims to inspire a new generation of female athletes across the Kingdom.
Spearheaded by the launch of the national team programme launch in 2021 and the introduction of the SAFF Women's Premier League in 2022, women's football has grown immensely with more than 77,000 school girls participating in national schools leagues while the professional domestic game has expanded to three top flight leagues with international stars from 20 countries playing their trade in the Kingdom.
As the third season of the SAFF Women's Premier League lights up stadiums across the Kingdom, this collaboration is poised to encourage girls to chase their dreams. Aligned with Vision 2030, Saudi Arabia's roadmap for empowering youth through sports, this partnership is more than just a milestone for football—it's a symbol of progress, unity, and the unstoppable spirit of Saudi women.
Fans can follow all the action with live updates from the Saudi Arabian Women's National Programme on Instagram, TikTok and X.
For more information on the women's domestic game in Saudi Arabia, visit: saff.com.sa.
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