PepsiCo and Roshn Saudi League collaborate to increase fan base

The Roshn Saudi League (SPL) has confirmed a substantial agreement with PepsiCo, which will benefit both the league and its fans.

According to the terms of the arrangement, PepsiCo’s engagement will last until the completion of the current RSL season and the full 2024/25 campaign. The partnership will see PepsiCo’s well-known brands integrated into various aspects of the league’s operations, with Aquafina serving as the league’s official water partner, Pepsi as the official soft drink partner, Gatorade as the official sports drink partner, and Lay’s as the official potato chips sponsor.

The alliance intends to improve fans’ match day experiences through a series of activations and events that leverage PepsiCo’s global reputation for quality and innovation. This initiative demonstrates the RSL’s commitment to creating unique and entertaining experiences for its devoted fans.

This collaboration with PepsiCo builds on Lay’s current sponsorship of the Saudi Women’s Premier League, consolidating PepsiCo’s position in the Saudi football scene and confirming the company’s commitment to football development at all levels.

Carlo Nohra, Chief Operating Officer of the Roshn Saudi League, explained why the deal would work for both sides.

“We are delighted to welcome PepsiCo into the RSL family as a gold partner,” he said via press release.

“This partnership aligns with our mission to offer fans innovative and engaging experiences. PepsiCo’s commitment to football and its global reputation for quality will undoubtedly enhance our league’s appeal and the overall fan experience.”

Aamer Sheikh, Chief Executive Officer of PepsiCo Middle East Business Unit added via press release:

“We are thrilled to join hands with The Roshn Saudi League as Gold Sponsors for the season. This partnership signifies a shared commitment of excellence, passion, and the pursuit of victory. Together, we aim to elevate the beautiful game to new heights, delivering unforgettable experiences for fans and fostering a legacy of greatness.”

This partnership with PepsiCo, who are well-known for its strong ties in the sports and entertainment industry, underlines the importance of the league to collaborating with organisations that share a passion for football and its fans.

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How James Johnson Is Shaping Canada Soccer’s Billion-Dollar World Cup Commercial Future

Canada Soccer has confirmed a renewed long-term commercial agreement with Canadian Soccer Media and Entertainment, marking a significant reset in the federation’s revenue strategy as the country prepares to co-host the 2026 FIFA World Cup.

The updated partnership extends CSME’s control of Canada Soccer’s commercial rights, including sponsorship, broadcast and media licensing, while introducing revised financial terms designed to provide the federation with greater long-term revenue certainty and growth potential. The agreement replaces a previous deal that faced heavy scrutiny from players and stakeholders over concerns surrounding commercial valuation and distribution of revenues.

CSME, led by Group Chief Executive James Johnson, played a central role in renegotiating the structure, which aims to better align commercial returns with the sport’s accelerating domestic and international profile. The revised framework is expected to support increased investment across national team programs, commercial development and broader football growth initiatives.

The agreement arrives at a pivotal moment for Canadian football, with momentum building across both men’s and women’s programs and global attention increasing ahead of 2026. Securing a more sustainable commercial model is viewed as critical to ensuring the federation can maximise opportunities generated by hosting football’s largest tournament.

The renewed partnership also signals a shift toward long-term commercial planning, providing Canada Soccer with a more stable financial platform as it looks to strengthen its competitive standing and expand participation nationwide.

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