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Saudi events company Sela partners with adidas

Saudi events company Sela partners with adidas

Sela, a leading events company in Saudi Arabia backed by the state-owned Private Investment Fund (PIF), has announced a new partnership with global sportswear giant adidas.

“We are thrilled to embark on this strategic journey with adidas, a global leader whose commitment to excellence mirrors our own,” said Ibrahim Mohtaseb, Senior Vice President of Sela.

“By combining our strengths and focusing on mutual growth, we are confident that this partnership will not only redefine industry standards but also create innovative solutions that resonate with consumers worldwide and within Saudi Arabia.”

While the partnership will have a global focus, there will be a strong emphasis on Saudi Arabia for hosting brand activations and events. This aligns with adidas’ commitment to expanding its presence in the Middle East and North Africa (MENA) region.

“This partnership is a testament to the shared values and vision of Sela and adidas,” commented Bilal Fares, General Manager for adidas in the MENA region.

“Together, we aim to set new benchmarks for collaboration and deliver products and experiences that reflect the best of both brands.”

Fares, who assumed the role of MENA General Manager for adidas in March 2022, was recently appointed as Senior Vice President for the company in January 2024. He will continue to oversee operations in Ukraine, Central Asia and the Caucasus, in addition to his responsibilities in the MENA region.

Sela currently serves as the shirt sponsor for English Premier League soccer club Newcastle United, which is owned by PIF. In September 2023, it was announced that Newcastle would be transitioning from its current shirt sponsorship deal with UK manufacturer Castore to join forces with adidas.

The Saudi Pro League, in which PIF holds interests in four teams, recently inked a deal in January to designate adidas as its official partner and ball supplier.

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