Al Nassr FC home ground Al-Awwal Park Stadium announces Mentos as sponsor

Perfetti Van Melle’s Mentos Gum was announced as a sponsor of the Al-Awwal Park Stadium, home of Al Nassr FC in Saudi Arabia on Thursday.

The agreement will see branding and product placement across the stadium for a year.

Mentos Gum will be featured in graphics during matches aired on TV and key show football programs on MBC channels as part of the agreement.

The first MoU was signed between Mentos Gum and SMC by Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle and Khalid Alkhudair, the CEO of SMC.

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 MMS, the commercial arm of MBC Group.

MMS is an in-house commercial advertising and sales unit launched in 2020 in partnership between MBC and SMC. In addition to representing all MBC Group channels & platforms – including Al Arabiya, Shahid, MBC FM & Panorama FM – MMS is also the exclusive advertising representative of the Saudi Sports Company.

“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,” Rouhana said in a statement shared .

“This collaboration is a testament to the dynamic landscape of sports in Saudi Arabia, and we are proud to play a key role in enhancing the brand’s visibility and engagement within this passionate and impactful community,” al-Sahhaf said in the same statement.

Al-Awwal Park receives around 25,000 attendees per game and has more than half a million attendees per season.

Saudi Arabia’s Al-Nassr Football Club was the third most searched sports team globally in 2023, according to Google’s Year in Search. For 2023, Al-Nassr ranked third in the sports team category after Inter Miami CF and the Los Angeles Lakers basketball team and ahead of Manchester City FC and Miami Heat basketball team.

The Riyadh-based football club has garnered worldwide fame after acquiring Portuguese icon Cristiano Ronaldo to join the squad at the end of 2022.

Since then, Al-Nassr has also signed former Bayern Munich player Sadio Mane, former Manchester United defender Alex Telles, and Croatian midfielder Marcelo Brozovic.