SMC Vibes announced its strategic partnership with Starbucks, operated by Alshaya Group in MENA.
Under this agreement, Starbucks will serve as the official coffee sponsor at Al-Awwal Park for a period of three years; reflecting SMC Vibes’ commitment to delivering high-quality services and reinforcing Al-Awwal Park’s position as a premier destination that combines sports, entertainment, and world-class fan experiences.
Led by CEO Sultan Al-Sheikh, SMC Vibes hosted Robert Hardie, Vice President – Brand and Customer Experience along with Starbucks and Alshaya executives, on a tour at Al-Awwal Park stadium. The tour provided comprehensive insights into the venue’s infrastructure, facilities and its signature fan experience on matchdays.
The partnership exemplifies SMC Vibes’ strategic approach to modern sports investment, focused on long-term collaborations with global brands that add operational and commercial value. It also aims to diversify revenue streams at Al-Awwal Park through commercial activations, while enhancing the venue’s appeal for hosting major events in line with the rapid growth of Saudi Arabia’s sports and entertainment sector. Choosing Starbucks, which operates more than 1300 stores in 10 countries in the region, is a strategic move to ensure reliable, high-quality services capable of handling large-scale events and audiences, improving operational efficiency, and delivering a seamless fan experience.
This collaboration highlights the shared commitment of both parties to continuous innovation and delivering premium experiences that exceed audience expectations, supporting the growing investment momentum in Saudi Arabia’s sports sector.
It represents a forward-looking model that goes beyond traditional sponsorships by combining operational excellence with global standards in serving visitors at Al-Awwal Park, while reinforcing Starbucks’ presence as a leading global brand recognised for quality, excellence, and sustainability.
