Saudi Arabia’s sports ambitions take off with Riyadh Air

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Saudi Arabia’s Riyadh Air has signed a sponsorship agreement with Concacaf, making the carrier the main and official airline partner of the soccer governing body in North, Central, and Caribbean America.

The multi-year sponsorship deal, which is expected to expand the airline’s presence in global sports, complements its existing agreement with Spain’s Atlético de Madrid.

Riyadh Air said in a statement that as Concacaf’s ’Official Airline Partner, it will support all national and club competitions across North America, Central America, and the Caribbean.

“Our partnership with Concacaf will bring passionate football fans closer to thrilling games and action in countries and territories in the Concacaf region,” said Osamah Alnuaiser, senior vice president of Marketing and Corporate Communications at Riyadh Air.

“As the ‘Official Airline Partner’ of Concacaf, we are committed to developing the sport, enshrining our shared values of excellence in the skies and on the field.”

The announcement comes as the region gears up to host major football tournaments in the coming years, including the men’s and women’s Concacaf Champions Cups, the 2025 Concacaf Gold Cup and the next FIFA World Cup in 2026.

Riyadh Air is scheduled to start operations in 2025 and will fly to more than 100 destinations worldwide by 2030.

Saudi Arabia is making big bets on global sports as the kingdom looks toward a post-oil future. Riyadh Air’s partnership adds to the Gulf state’s growing portfolio of partnerships across tennis, golf, football, and electric motorsports.

Last week, the Public Investment Fund (PIF) signed a multi-year sponsorship deal with Concacaf to promote and advance football development initiatives across North, Central, and Caribbean countries.

The Concacaf partnership adds to PIF’s growing portfolio of partnerships across tennis, golf, football, and electric motorsports. PIF is the main financial backer of LIV Golf and has a sporting portfolio that includes soccer club ownership at home and abroad, including Premier League Newcastle United.

Similarly, Aramco signed a four-year worldwide partnership deal with FIFA in April, making the state-energy giant a partner, including in major tournaments such as the World Cup 2026 and the Women’s World Cup 2027.

Read: Saudi PIF’s Concacaf deal aims to make inroads into North American football