Adidas has signed a global partnership with Newcastle United FC main sponsors Sela.
Sela, a live events and experiences company, and adidas will work together on initiatives aimed at empowering youth, promoting inclusivity and encouraging healthy, active lifestyles.
Key principles of the partnership include leveraging their respective strengths to co-create products and experiences that will resonate with consumers globally.
The partnership is global, but with a strong focus on activations in Saudi Arabia, with both parties keen to explore tactical initiatives.
Sela will explore opportunities across retail and brand activation with adidas, as well as consider broader areas such as sponsorships, events, grassroots programmes and collaborative content.
“Beyond the business realm, both partners recognise the transformative power of sports and lifestyle in shaping the lives of young individuals,” they said in a statement.
Strategic journey
Ibrahim Mohtaseb, SVP at Sela, stated: “We are thrilled to embark on this strategic journey with adidas, a global leader whose commitment to excellence mirrors our own.”
Bilal Fares, General Manager, adidas EMC, added: “Together, we aim to set new benchmarks for collaboration and deliver products and experiences that reflect the best of both brands.”
Founded in 1997 as Saudi Arabia’s first FIFA-recognised player representation company, Sela has grown to be a leading organisation specialising in the sport, entertainment, culture, leisure and hospitality industries.
Within the sports marketing and commercial arena, Sela negotiated sponsorship deals for the majority of top-class Saudi Arabian football clubs and led the commercial and operational arm of the Saudi Premier League.
Sela’s experiences have welcomed more than 40 million visitors. Its experiential excellence includes Jeddah Superdome , Boulevard Riyadh City as well as Via Riyadh, the city’s newest luxury multipurpose venue and the stunning Jeddah Yacht Club and Marina.
