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Al Sadd and New Balance.. new partnership

Al Sadd SC held a press confernence in its headquarters to announce the signature of a new strategic partnership between Al Sadd SC,1969 Holding and New Balance, an international leading brand in sports footwear and apparel.

The signature event took place in the presence of Turki Al-Ali, CEO of Al Sadd SC, and Stuart Henwood, Country Manager of New Balance – Middle East & India.

Under this agreement, NB becomes the official partner of Al Sadd SC first team, and 1969 Holding (fitness, crossfit and padel clubs as well as football, swimming, and MMA academies).

The new partner will provide Al Sadd SC and its sports affiliates with quality products and designs.

On this occasion, Turki Al-Ali, CEO of Al Sadd SC, warmly welcomed this new partnership, stating “Al Sadd SC is considered a top sports investment attraction as a Qatari sports club that is keen to contract with leading partners in various fields.” Al-Ali added that under this partnership, NB would become the official partner of Al Sadd SC first team and 1969 Holding.

Concerning the partnership term, CEO of Al Sadd SC indicated that the partnership with NB would last for a renewable three-year period starting from the upcoming 2022/3 season. The partnership includes the first team and 1969 Holding (fitness, Crossfit and Padel clubs, as well as football swimming and MMA academies).

CEO of Al Sadd SC expressed how confident he was about the great benefit from this partnership for both parties, especially because Al Sadd SC will be the first team sponsored by NB nationally and in the Middle East region.

In his turn, Stuart Henwood, NB Country Manager, commented, “This partnership reflects NB keenness to support Qatari SCs, especially FCs and choosing Al Sadd SC is based on the large popularity the club has at both the national and regional levels.”

Henwood added, “We see in Al Sadd SC the model that will fulfil our ambitions in the Middle East. It is the appropriate model for us that is in line with our aspirations and thanks to the harmony between the visions of the two parties, this partnership saw the light of day without any hassle.”

About the key terms in the partnership agreement, Henwood reflected, “Under this agreement, NB will be the official sports footwear and apparel sponsor for Al Sadd SC and 1969 Holding throughout the renewable contractual three-year term starting from the upcoming 2022/3 season. In our capacity as the official sponsor, we will be entitled to use Al Sadd SC logo in commercials as well as in promotional and marketing campaigns, hence benefitting from the popularity of Al Sadd SC first team through such promotional campaigns.”

“The negotiations with Al Sadd SC started a while ago and they went greatly given the mutual consent between the parties toward achieving the goal of this partnership,” added Henwood. “We are happy with this partnership coming into effect with Al Sadd SC, the first club whose team will be wearing this brand in Qatar and the Middle East. Qatar will join the 2022 World Cup. This will surely constitute a key motive for us to increase our investment in the Qatari sports industry in the next phase.”


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