Adidas’ sponsorship of Saudi Arabia’s Challenge women’s football team is a monumental moment
June 3, 2021

adidas MENA has revealed the official sponsorship of Challenge  football team, winners of  Saudi Arabia’s first ever women’s football league. This monumental moment falls directly in line with the brand’s recently introduced evolution of its long-standing brand attitude Impossible Is Nothing. In an effort to support regional and local sports communities and engage women through sport, adidas believes in rebellious optimism, rooted in the belief in the power of sports to change lives.

Empowering and celebrating women in the region has been a vital message for adidas, with the brand taking several steps to ensure that females are at the forefront of any sports conversation. Through this announcement, adidas aims to support Saudi Arabia’s efforts as part of the 2030 vision to empower and create opportunities for women of the region. The partnership marks a special moment in history with the team playing a vital role in encouraging the next generation of female football players in Saudi Arabia.

Commenting on the partnership with the Riyadh based team, Rawh Alarfaj , Challenge Team Founder and CEO said, “We are honored to be the first female football team to be sponsored by adidas in Saudi Arabia. We’ve really seen Challenge Football team gain momentum since the establishment of the first women’s football league in Saudi Arabia in 2020, and we hope to inspire girls and women in Saudi Arabia and beyond to pursure their passion.”

Adding on to the sentiment, Haneen Al-Amari, Challenge Football Team midfielder said “I joined the Challenge family in 2018 and I am honored to be part of the team’s  continuous achievements and ambition to succeed. We’ve seen Challenge Football team gain momentum since the establishment of the first women’s football league in Saudi Arabia in 2020, and we hope to inspire girls and women in Saudi Arabia and beyond to pursue their passion. Special thanks to adidas for supporting our goals and believing in our vision.”

adidas aims to take a front row seat as Saudi Arabia continues to break barriers for women, and will continue its pledge to cultivate local talent in the Kingdom across the sports realm.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.
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