NASSR FC has appointed HUMAIN as its official main sponsor for the 2026–27 season under a partnership spanning shirt sponsorship, training facility naming rights and artificial intelligence initiatives.
HUMAIN, the Public Investment Fund-backed AI company, will feature as the club’s leading jersey sponsor throughout the season. The agreement also grants the company naming rights to NASSR FC’s new training centre, which is currently being developed by the club.
Apart from branding rights, the organisations said they will explore the use of AI across football operations, fan engagement and digital experiences. The partnership aligns with HUMAIN Sport, the company’s sports-focused division, which aims to advance AI applications across areas including athlete development, performance, club operations and sports technology.
The deal reflects NASSR FC’s wider focus on technology and innovation as Saudi football continues to invest in infrastructure and digital transformation.
Tareq Amin, Chief Executive Officer of HUMAIN, said: “Football is one of the world’s most powerful platforms for bringing people together through a shared passion. Partnering with NASSR FC creates an opportunity to engage one of the world’s largest football communities while exploring how technology can enhance the experience for supporters and contribute to the continued evolution of sport.”
José Semedo, Chief Executive Officer of NASSR FC, added: “We are excited to welcome HUMAIN as our main sponsor and connect its vision with millions of NASSR FC supporters around the world. This sponsorship reflects our commitment to leading Saudi football’s next era of innovation. Together, we will bring this collaboration to life through experiences and initiatives that extend well beyond the game.”
Throughout the 2026–27 season, the partnership will also include a series of fan activations designed to connect supporters with both brands on and off the pitch.
