Latest news with #RiyadhMarathon
Campaign ME
05-05-2025
- Business
- Campaign ME
Playing for legacy: Building brands through sports in KSA
Sports have long been an integral part of Saudi Arabia's social and cultural fabric. From neighbourhood streets and schoolyards, where informal matches once fostered a spirit of camaraderie, the country's sporting landscape has evolved into a dynamic, structured ecosystem. Fuelled by widespread public enthusiasm and a clear national vision for talent and infrastructure development, sports today are no longer a recreational afterthought – they are a central pillar of Vision 2030, uniting communities, shaping identity and signaling a confident path to the future. In daily life across the Kingdom, sports pulse with meaning. They bring people together, energise public spaces and transform ordinary moments into celebrations of pride. From football and basketball to equestrian sports and racing, athletic experiences spark emotional connections that linger well beyond the final whistle. Whether through casual neighbourhood games or international tournaments, the rhythm of sports has become deeply embedded in the nation's collective heartbeat. Naturally, this rise in prominence has transformed the role of sports in marketing. No longer limited to logos and banners, sports have become a cultural catalyst – redefining how people relate to brands, how they express belonging and how lasting impressions are formed. Building brands through sports This shift demands a purposeful approach, one that emphasises authenticity, cultural relevance and sustained engagement as cornerstones of meaningful brand impact. ROSHN Group recognised early on that sports could serve as a powerful bridge between our brand and the communities we serve. This conviction led us to invest not only in events, but in experiences that leave a mark. From becoming the title partner of the ROSHN Saudi League – the Kingdom's premier football competition – to aligning with milestone moments such as Formula One in Jeddah, LIV Golf tournaments in KAEC and Riyadh, the Riyadh Marathon, coastal rowing events in Jeddah and inclusive sports initiatives supporting athletes with disabilities, our presence has been intentional. We chose to be visible and engaged in places where passion lives – often before the global spotlight arrived – because we believed in their potential from the start. Today, that belief continues to reward us with long-term relevance and a brand identity rooted in the nation's energy. Globally, sports have proven to be one of the most powerful platforms for audience engagement. Across markets, brands are turning to sports not just to amplify their visibility, but to shape public perception and inspire emotional loyalty. In Saudi Arabia, the momentum around sports marketing is accelerating, with organisations increasingly recognising the scale, emotion and cultural significance sports can mobilise. As spending on sports activations reaches new highs, marketers must approach the space with clarity and conviction. Visibility alone is no longer enough – what matters is how purposefully a brand aligns with audience values, how intuitively it understands the tempo of the sport and how effectively it delivers substance over spectacle. Entering the sports space without a clear strategy is a fast track to irrelevance. One-off appearances fade quickly in an arena built on consistency, trust and emotional resonance. Every partnership must begin with a forward-looking plan rooted in a deep understanding of the sport, its culture and its audience. This philosophy is evident in our ongoing partnership with the Saudi League, where our involvement extends far beyond matchdays. Throughout the season, we create tailored experiences designed to strengthen brand affinity, elevate community interaction and contribute to quality of life. In Saudi Arabia, brand recognition is not taken for granted – it is earned. Audiences look beyond the surface and expect brands to deliver genuine value and purpose. It's no longer about placing a logo at a venue; it's about demonstrating why your presence matters. During our partnership with LIV Golf, we curated a family-centred experience where children engaged with a custom putting course while parents explored our developments through immersive digital features. It was the right time to translate brand identity into shared experience. Without meaningful interaction, even the strongest brand can fade into the background. While global tournaments and star athletes dominate the headlines, long-term impact begins at the grass roots. Brands looking to contribute meaningfully must support the spaces where ambition takes root and talent is nurtured. ROSHN Group focuses on everyday moments that shape tomorrow. We organise football and volleyball tournaments within our SEDRA community in Riyadh – not for the cameras, but for the people. These events may not make international headlines, but for the youth who participate, they offer recognition, encouragement and a sense of belonging. As part of this community-driven approach, we also formed internal sports teams representing our major development projects. These teams, made up of employees from across the company, began their journey on the very fields we've developed in SEDRA. It's a simple yet powerful expression of how we live our values – from the inside out. This initiative fosters a culture of wellness, teamwork and authentic engagement, creating stronger connections between our people and the communities we serve. Loyalty is built through presence, not promotion. And in Saudi Arabia's landscape today, sports are no longer moments – they are movements. For brands, sports offers a dynamic arena to earn trust, express relevance and leave a legacy. ROSHN made the deliberate decision to engage with purpose and consistency. What emerged is a brand shaped not by advertising – but by experience. By Ghada Alrumayan, Group Chief Marketing and Communications Officer, ROSHN Group
Syyaha
19-02-2025
- Business
- Syyaha
Apparel Group Sets the Standard for Sports Retail Excellence at Riyadh Marathon 2025
Riyadh, February 2025 – Apparel Group, leading retailer in Saudi Arabia, proudly participated in this year's Riyadh Marathon Village, held on February 8th next to Kingdom Arena in Boulevard City. With an impressive turnout of 41,000 participants, the event reaffirmed its status as a premier fixture on the Kingdom's annual sports agenda. Demonstrating its commitment to health and wellness, Apparel Group engaged with runners, families, and fitness enthusiasts through an interactive booth featuring exciting activities and exclusive promotions. Additionally, the Group's strong sports brands portfolio—including renowned brands such as ASICS, Adidas, MLB, and ACO—underscores its dedication to supporting the athletic community. Aligned with Saudi Arabia's Vision 2030, which champions health, wellness, and an active society, the Riyadh Marathon continues to experience remarkable growth in participation and international attendance. Organized and supported by the Saudi Sports for All Federation and the Ministry of Sports, the event has evolved into a key platform for global sports engagement. Apparel Group offered an immersive and engaging experience at its booth. Attendees participated in a series of interactive sports challenges and explored the latest high-performance sportswear and footwear collections designed for modern athletes and fitness enthusiasts. Neeraj Teckchandani, CEO of Apparel Group, emphasized the company's strategic vision, stating, 'Our participation in the Riyadh Marathon is a testament to our long-term commitment to fostering a culture of healthy lifestyle across the region. As Saudi Arabia emerges as a leading destination for global sporting events, we see immense potential in supporting this vision while expanding our footprint in the sports retail sector. At Apparel Group, we are dedicated to delivering innovation-driven, performance-focused products that empower individuals to push their limits.' The Riyadh Marathon remains one of the Kingdom's premier athletic events, bringing together runners of all levels in an electrifying and competitive atmosphere. Apparel Group's successful engagement underscores its role as a key contributor to the Kingdom's dynamic sports ecosystem. With this milestone event, Apparel Group reaffirms its commitment to supporting large-scale sporting and community initiatives, further driving its mission to inspire, engage, and elevate the sports experience for enthusiasts across the region.
Mid East Info
12-02-2025
- Business
- Mid East Info
Inaugural SFA International Sporting Events concludes, with more than 35,000 SFA Expo visitors and over 40,000 Riyadh Marathon participants
Riyadh, Kingdom of Saudi Arabia: The Saudi Sports for All Federation (SFA) is celebrating the success of the inaugural 2025 SFA International Sporting Events, which combined the SFA Expo and the Riyadh Marathon. Held from February 5-7, 2025, the SFA Expo took place at the JAX District, while the Riyadh Marathon followed on February 8, 2025. The SFA Expo attracted 35,359 visitors, with interactive sports zones, fitness classes, health exhibits, and engaging panel discussions, and a B2B lounge for industry professionals. The Primal Race functional fitness competition on February 7 was another major attraction. The 2025 Riyadh Marathon saw 40,494 participants from 131 countries, an impressive jump from 20,000 runners in 2024. It was organized in partnership with the Ministry of Sport, the Saudi Arabian Olympic & Paralympic Committee, the Saudi Arabian Athletic Federation, and Amanat AlRiyadh. Four races took place: the full marathon (42km), half marathon (21km), 10km race, and a family-friendly 4km run. A significant proportion of participants, 67%, were Saudi nationals, reflecting the growing enthusiasm for sports in the Kingdom. Also, 40% were female. The top male and female finishers in the elite marathon categories received US$30,000 each, with additional prizes for second and third. Winners in the half marathon elite race also won cash prizes, with US$5,000 for first place. Saudi Awwal Bank (SAB) was the presenting partner for the marathon, with ASICS, Tawuniya, Aquafina and Gatorade as strategic partners for both events. Medical support at the SFA Expo was provided by Dr. Sulaiman Al Habib Medical Services Group (HMG), with Ford, Calo, JP Morgan, Centrum, KAFD, Kayanee, and Joe & the Juice all marathon supporting partners. Official partners of the marathon included Kudu, MDLBEAST Radio, and BAE Systems, with Kayanee and Delta Sports the official partners of SFA Expo, and SPIMACO and Huawei official partners of both. JAX District was a venue partner for SFA Expo. The SFA looks forward to building on this success in future editions, continuing to inspire the Kingdom's residents and visitors to lead healthier, more active lives.
Zawya
11-02-2025
- Business
- Zawya
Saudi Sports for All Federation unveils Riyadh Marathon route, venues, and sponsors
Riyadh, Saudi Arabia: The Saudi Sports for All Federation (SFA) has announced key details for the inaugural 2025 SFA International Sporting Events, which include the SFA Expo and Riyadh Marathon. The SFA Expo will take place from February 5-7, 2025, at Riyadh's JAX District, while the Riyadh Marathon is set for Saturday, February 8, 2025. The SFA Expo will serve as the marathon's bib collection hub and will feature interactive zones focused on sports, health, and fitness, showcasing cutting-edge equipment, wellness activities, and emerging technologies. The event will also include a B2B lounge for industry networking, and workshops on mindfulness and nutrition. Another highlight will be the Primal Race on Friday, February 7, a functional fitness challenge featuring a series of high-intensity activities interspersed with 400m group runs. The Riyadh Marathon will offer four race categories: the full marathon (42km), half marathon (21km), 10km, and a family-focused 4km race. The routes will pass key Riyadh landmarks, including Boulevard City and Wadi Hanifah, starting around Boulevard World and finishing near Kingdom Arena. The SFA Expo and Riyadh Marathon will also be supported by a strong lineup of sponsors and partners. Saudi Awwal Bank (SAB) returns as presenting partner, with ASICS and Tawuniya as headline sponsors for both events. Gatorade, Aquafina, and PepsiCo will provide hydration for marathon runners, while Dr. Sulaiman Al Habib Medical Services Group (HMG) will offer medical support at the Expo. The Riyadh Marathon will also be supported by Ford, providing race vehicles, KAFD, hosting pre-event activations, and MDL, bringing DJs to energize the event. Calo, JP Morgan, Centrum, and Kayanee will contribute as supporting partners, as will Joe & The Juice, which has introduced a special Riyadh Marathon drink. BAE Systems and Kudu are official partners, helping to promote the marathon, and Huawei will provide mass participant awards. JAX District serves as the Expo's venue partner, while ASICS provides official sports apparel to race participants. As part of the broader Vision 2030 goals, these events reinforce SFA's commitment to promoting fitness and physical activity as key pillars of Saudi Arabia's evolving sports culture. About the Saudi Sports for All Federation (SFA) The Saudi Sports for All Federation (SFA), a proactive community sport and wellness organization founded to promote a healthy lifestyle in the Kingdom of Saudi Arabia, aims to provide access to opportunities for all members of society to practice physical activity. Partnering with government organizations, sports delivery bodies, sports federations, and the wider public and private sector to achieve its goals, the SFA focuses on increasing physical activity and health and wellness metrics across the country. Physical activity is achieved by advancing four strategic priorities: education; community and volunteering; fitness and wellbeing; and campaigns and promotion. The SFA does this by designing and deploying recreational sports programs tailored for women, men, youth, the elderly, and persons with disabilities across Saudi Arabia. *Source: AETOSWire Contacts: Malek Abdelrahman mabdelrahman@
Arab News
10-02-2025
- Sport
- Arab News
How SFA's Prince Khaled galvanized 40,000 people to take Vision 2030 to the streets of Riyadh
RIYADH: More than 40,000 people of all ages and abilities took part in the 2025 edition of the Riyadh Marathon at the weekend, staged by the Saudi Sports for All Federation — a Ministry of Sport arm targeting mass participation. For the latest updates, follow us @ArabNewsSport With separate races for elite and amateur participants, including family runs and a number of distance options, this year's marathon saw the largest number of participants and attendees than all previous years, setting a new record for mass participation sports in the Kingdom. In an exclusive interview with Arab News, Prince Khaled bin Al-Waleed bin Talal Al-Saud revealed that the race's four categories — the full marathon (42 km), half marathon (21 km), 10 km and the highly popular family 4 km race — were fully subscribed. 'We can't look only at the number of participants; we need to assess it through the lens of the wider sports ecosystem it feeds, builds upon, enhances. Every person who hits the pavement is contributing to the crown prince's vision of Saudi Arabia, to Vision 2030 itself,' said Prince Khaled, the Saudi Sports for All Federation president, on the sidelines of one of the Kingdom's most international events. 'Minister of Sport Prince Abdulaziz bin Turki Al-Faisal has paved the way for success with his support and guidance during our planning and execution stages; the Ministry of Sport was even engaging in real time on the social channels. I loved seeing the ministry call out our heroes and cheer them on,' he added, referencing the many posts on X featuring key moments from the event. Among the thousands of marathon-related posts tagging Prince Khaled on Instagram and X, the mother of Allyn Al-Oraifi declared that her three-month old baby would see the prince and the SFA team 'at the finish line,' as officially the youngest participant in the country's flagship annual running event. Other posts lauded the prince's efforts to get people moving and making the marathon accessible for all. 'This is what Sports for All stands for at our core: No matter how young, old, no matter your ability, we are designing programs that make you part of the fabric of success for physical activities and health in Saudi. It is an international event, with an organic and spontaneous celebratory feeling to it,' said Prince Khaled. 'Just look around — this is history being made. 'You can be part of Vision 2030; you can lead the way. Just join us and take one step after the other. Bring your kids, bring your parents, start something at your company like our many community sports groups. Whatever the sport or activity, we are here to help you and see Saudi take mass participation to the next level,' the SFA president said, adding that the work of the federation's managing director, Shaima Saleh Al-Husseini, had been crucial to managing the many different stakeholders of the marathon. The marathon routes were planned along important Riyadh landmarks, including Boulevard City and Wadi Hanifah, while the event start line was around Boulevard World and finish line near Kingdom Arena. Various entities created bespoke experiences around the marathon, such as a special Riyadh Marathon drink by Joe & the Juice. Prince Khaled attributed much of the success to the core and supporting sponsors of the event. 'Saudi Awwal Bank was the presenting partner for a second time, with ASICS and Tawuniya as headline sponsors for both the SFA Expo and the Riyadh Marathon. We are proud to work closely with these community-minded entities to grow Saudi's health and wellness achievement metrics,' Prince Khaled said. And for next year's event? 'Marathon planning basically starts the day after the marathon and goes on for the entire year. Partners play such a crucial role in getting people excited for the event; our community sports groups are the best at this,' said Prince Khaled. 'Every post on social media, every time you tag a friend — we see it and we want you to know that we know you are the people lighting it up. 'Keep going. Let's move on this momentum together.'
