adidas has announced a global partnership with Newcastle’s title sponsor, Saudi Sela.
The events and experiences company and the German brand will work together on initiatives aimed at empowering young people, promoting inclusion and encouraging healthy, active lifestyles.
Key tenets of the partnership include leveraging their respective strengths to co-create products and experiences that will resonate with consumers around the world.
The partnership is global, but with a strong focus on activations in Saudi Arabia. Sela will explore opportunities in retail and brand activation with adidas, as well as promoting sponsorship initiatives, events, grassroots programs and content.
“We are excited to embark on this strategic journey with adidas, a global leader whose commitment to excellence reflects our own,” said Ibrahim Mohtaseb, senior vice president at Sela.
“Together, we aim to set new standards for collaboration and deliver products and experiences that reflect the best of both brands,” added Bilal Fares, general manager at adidas.
Sela is owned by Saudi Arabia’s Public Investment Fund (PIF), which holds an 80% majority stake in Newcastle. adidas will even take over the club’s uniform next season.