RIYADH — The Saudi Sports for All Federation (SFA) signed a Memorandum of Understanding with Nike Inc. (Nike). The agreement between the SFA and Nike aims to encourage sport participation at all levels across the Kingdom of Saudi Arabia.

The new partnership between the SFA and Nike is the first of its kind in the country, building on an existing relationship that saw Nike support the Saudi Greens team in New York and Copenhagen respectively during their participation in the Global Goals World Cup. The partnership will extend support to Saudi community sports groups, develop running and fitness programs, and explore further collaboration around existing sporting events to boost widespread participation.

“The SFA is committed to catalyzing Saudi society to be active and join the ranks of those already living a healthy lifestyle. This collaboration with Nike will allow us to develop a range of different sports,” said SFA president Prince Khaled Bin Alwaleed, remarking on the strategic alliance.

“Simultaneously, the SFA actively champions the private sector to take part in this health and wellness drive. We welcome international sports companies participating in the development of the sports sector to facilitate an uptake of fitness activities and sports; thereby enhancing quality of life,” Prince Khaled added.

“Inspiring people and expanding human potential is at the core of Nike’s work internationally and in Saudi Arabia,” commented Mohammad A. Baker, Deputy Chairman and CEO of Gulf Marketing Group (GMG), Nike’s distributor in Saudi Arabia and the wider GCC. “It is a passion that we share with the Saudi Sports for All Federation. By developing new initiatives together, we can empower even more people in the Kingdom to enjoy a healthy and balanced lifestyle, and support Vision 2030’s aims to create a vibrant society with fulfilling lives.”

“The SFA and Nike share a common vision of fitness participation across all demographics,” affirmed SFA Managing Director . Shaima Saleh Alhusseini. “Similarly, both entities champion a diverse range of sporting programs as an important tenet in facilitating a healthy, active lifestyle. The SFA plays a vital role in the official Quality of Life program, a vertical of Vision 2030, with running one of the biggest sports in Saudi for all demographics with more than 1 million weekly participants and 80 community sports groups around different regions in the Kingdom.”

The SFA, aiming to provide access for all to take part in enjoyable, fun activities in order to promote overall health and well-being, intends to raise awareness of the importance of physical activity through four strategic priorities: education, community and volunteering, fitness and well-being, and campaigns.