[MSKhan Lab Insights] NADEC X Al-Hilal (KSA)

Milk in the Kingdom of Saudi Arabia (KSA)

• Milk is the largest dairy sub-category in Saudi Arabia, valued at USD 965 million (Dairy in Saudi Arabia Report, 2024).
• KSA has achieved self-sufficiency (118%) in dairy products as part of its food security strategy [National Transformation Program (NTP) Annual Report, 2023].
• Milk production in KSA (2023) = 7 million liters/day (Saudi Gazette, 2023).
• Saudi Arabia is one of the top exporters of milk in Asia (OEC, 2024).
• KSA milk exports value (2022) = USD 207 million (OEC, 2024).
• KSA milk exports value growth (%) (2012-2022) = 13.2% (OEC, 2024).
• The average price of local fresh milk in the Kingdom has remained unchanged in the past year (General Authority for Statistics, 2024).

National Agricultural Development Company (NADEC)

• NADEC Foods is a company operating in the fields of agriculture, livestock production, and food manufacturing.
• In 1993, NADEC became the first agricultural company to be listed on Saudi Tadawul Group (AGBI, 2025).
• NADEC's current stock price is SAR 25.05 while the stock price of its competitors Almarai - ??????? and Saudia Dairy & Foodstuff Company (SADAFCO) is SAR 55.40 and SAR 332.80 respectively (Tadawul, 2025).
• NADEC aims to become a vertically integrated food business and expand to new markets, targeting SAR 6 billion revenue by 2027, as part of its "New Dawn" (Growth, Health, and Sustainability) strategy (Argaam, 2023).
• Long-life dairy products represented 26.02% (SAR 832 million) of NADEC's total revenue for 2023 (NADEC Annual Report, 2023).
• Juices represented 7.35% (SAR 234.9 million) of NADEC's total revenue for 2023 (NADEC Annual Report, 2023).
• 11.51% of NADEC's total revenue for 2023 was generated from its presence in other countries in the Middle East and North Africa (MENA) region such as Bahrain, Jordan, Kuwait, and the United Arab Emirates (UAE) (NADEC Annual Report, 2023).

[Partnership] NADEC X Al-Hilal (KSA)

• NADEC and ???? ?????? ??????? - Al-Hilal Saudi Club have entered into a nutritional partnership.
• The five-year partnership agreement aims to increase revenues of both companies via the sale of six co-branded long-life milk and juice products at supermarkets, hypermarkets, BLU (Al-Hilal) store, and Kingdom Arena (home of Al-Hilal on matchday).
• Al-Hilal's total revenue exceeded SAR 1 billion for the fiscal year 2023-24 (Argaam, 2024).

• Al-Hilal is the first and only "Big Four" Saudi Pro League (SPL) club to launch co-branded beverage products in the current season, in spite of ???? ???? ????? - ALNASSR Club Company and Al-Ittihad Club Company partnerships with NOUG ( Sawani ) and Milaf ( Al Madinah Heritage Company ) respectively.
• The co-branded products could aid NADEC in achieving its strategy as:

1. Al-Hilal is the strongest Saudi Arabian football club brand (Brand Finance, 2024).
2. 65% of KSA fans are more likely to purchase products from companies that sponsor their favorite sports events (Speed of Fans Briefing: KSA Report, 2024).
3. 69% of KSA fans would feel more positive towards a brand if they sponsored their favorite club (Saudi Football Fandom in 2024 Report, 2024).
4. 66% of KSA fans would feel more positive towards a brand if they sponsored their favorite player (Saudi Football Fandom in 2024 Report, 2024).

• Interested in more food & beverage (F&B) and sports partnerships?
• Read it on MSKhan Lab (as seen in The New York Times and The National) : Link

Image and Video Sources

1. Cover Image
2. Dairy in Saudi Arabia Report
3. NadecFoods
4. YouTube
5. MKTG EMEA

Esteve Calzada Sultan A. Alsheikh Vanessa B. Mohammed Alanazi Abdelsalam Helaly, MBA, CMA, OCP Razan Barqawi, PMP? Anas Alghanim Turki Aldawish Sam Maitland Danny Paiser Rayan Al Kulaib Mohammad Almusharraf Marwan Yassin Marcelo Wigman, MBA

#mskhanlab #NADEC #alhilal