Perfetti Van Melle’s Mentos Gum has announced that it is the sponsor of Al-Awwal Park stadium in Riyadh following the signing of two Memorandum of Understandings (MoU).
As part of the MoUs, Mentos Gum will have branding and product placement rights across the stadium, for a whole year.
Al-Awwal Park Stadium is the home of Al Nassr FC, receives around 25,000 attendees per game and has more than half a million attendees per season.
As part of the partnerships, Mentos Gum will also be featured in squeeze-in and squeeze-out graphics during all matches aired on TV and key show football programs on MBC channels.
The first MoU was signed between Mentos Gum and the Saudi Media Company (SMC) by Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle and Khalid Alkhudair, the CEO of SMC (Saudi Media Company)
The second MoU was signed between Rouhana from Perfetti Van Melle, Marc Ghosn, Regional Managing Director at Wavemaker MENA and Ahmed Al Sahhaf CEO of MBC Media Solutions (MMS), the commercial arm of MBC Group.
Rouhana said: “This partnership not only aligns with our commitment to innovation and excellence but also solidifies our presence in the vibrant sports landscape of Saudi Arabia.
“It perfectly aligns with our aspirations to contribute to the ambitions of the Saudi Vision 2030 program.
“We look forward to creating refreshing and memorable experiences for fans throughout the year.”
Al Sahhaf added: “Our dedication remains unwavering in providing brands with unmatched opportunities to become an integral part of cherished moments in the lives of our viewers.
“Together, we’re geared up for an exciting journey of collaboration and celebration, not just within the world of football but beyond, embracing a broader spectrum of shared experiences.”
