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Unlocking the potential of Saudi Arabia's dynamic football scene, Perfetti Van Melle MEAP, Wavemaker MENA, Saudi Media Company (SMC), and MBC Media Solutions (MMS) have joined forces in a groundbreaking four-party agreement to elevate sports engagement to new heights.
Perfetti Van Melle’s Mentos Gum was announced as the sponsor of Al-Awwal Park stadium in Riyadh following the signing of two Memorandum of Understandings (MoU) last Monday.
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, which is a leading football club in Saudi on a national level. Al-Awwal Park 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.
Commenting on the signing, Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle, said: “Earning the title as a sponsor of Al-Awwal Park Stadium marks a pivotal moment for Perfetti Van Melle’s Mentos Gum. 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."
Ahmed Al Sahhaf CEO of MMS said, "We're thrilled to be a key player in this partnership, placing Mentos front and center in the Kingdom's most beloved sport. 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."
Marc Ghosn, Regional Managing Director at Wavemaker MENA, stated, “We are proud to facilitate Perfetti Van Melle’s Mentos exposure in this exciting arena with SMC and MMS. 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."
Meanwhile Khalid Alkhudair from SMC said: “It is an exciting time to work and collaborate with a global partner such as Mentos and we look forward to bringing great engagement and experiences to our stadium.”
