Riyadh, KSA – The Saudi Sports for All Federation (SFA) and PepsiCo today announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The two-year collaboration will see both partners work towards achieving the nation’s goal of increasing participation in weekly sports by 40% by 2030.

Four key pillars – Endorse, Promote, Enable, and Activate are at the core of the partnership, in which PepsiCo endorses the SFA’s program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on “Harek”, a new movement revealed today, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

“Harek”, which means “move”, has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising from home. The partnership has enlisted PepsiCo’s support as the Beverage & Nutrition Partner at SFA selected events, anchored around brands such as Aquafina and Quaker Oats. Through its Gatorade brand, PepsiCo will enable grassroots players and coaches to build their sports skills, thereby supporting the development of future athletes and trainers.

The activate pillar will see PepsiCo leverage its scale and channels to raise awareness and drive thought leadership around topics of wellbeing, fitness, and the sports economy.

The partnership was marked today with a signing event attended by SFA President HRH Prince Khaled bin Alwaleed bin Talal Al Saud, and officiated by SFA Managing Director Shaima Saleh Al-Husseini alongside Tamer Mosalam, Gulf & Levant Foods Vice President and Business Unit General Manager at PepsiCo. 

“This partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,” said Shaima SalehAl-Husseini, Managing Director of the Sports for All Federation. “This is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.”

PepsiCo has been committed to the prosperity of the Kingdom of Saudi Arabia for over 60 years, making it well-positioned as the perfect partner for this initiative. It continues to support the Saudi government’s goal to improve public health through increasing participation in informal and organized sports. The company’s track record in driving social impact in the Kingdom also extends to other causes such as women empowerment, youth development and sustainable farming, among others.

“By working hand in hand with the SFA, PepsiCo looks forward to get Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,” said Tamer Mosalam Gulf & Levant Foods Vice President and Business Unit General Manager at PepsiCo.

“Being physically active has so many advantages - through ‘Harek’ we hope to reach a diverse cross-section of citizens and residents and support the Government to achieve the Vision 2030 ambition to increase participation in sports activities, and deliver long-term benefits for future Saudi generations as well,” continued Mosalam.

Through its ‘Winning with Purpose’ mission, PepsiCo continues to support healthier and more balanced lifestyles in conjunction with efforts to reduce sugar, saturated fat and salt across its product portfolio.

In addition to increasing sports participation, Saudi Arabia’s bold Vision 2030 aims for sports to contribute 0.8 per cent to the economy, and help to create an environment that allows for 50 Olympic athletes by 2030. 

Earlier in the year, PepsiCo further solidified its commitment to the Kingdom by pleding a projected SAR 1.6billion investement over the next five years.  

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About PepsiCo 

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.  For more information, visit www.pepsico.com 

Follow PepsiCo Arabia: Twitter: @PepsiCoArabia | Instagram: PepsiCoArabia | Youtube: PepsiCoArabia 

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. The increase of physical activity is achieved by advancing four strategic priorities: education; community and volunteering; fitness and wellbeing; and campaigns and promotion. It does this by designing and deploying recreational sports programs tailored for women, men, youth, the elderly and persons with disabilities across Saudi Arabia.

For more details about SFA please contact:
Osamah Saleh Alnuaiser – Director of Marketing and Communications  osalnuaiser@gsa.gov.sa 

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