Saudi Arabia’s Sustainable Development Project NEOM Backs IPL’s Rajasthan Royals

Saudi Arabia’s sustainable development project NEOM has become a major sponsor of Rajasthan Royals in a multi-year deal.?

Following the deal, NEOM has been named the former IPL champions’ principal partner. The deal also includes prominent placement of NEOM’s logo on the right chest of all official RR team kits. The deal will run for the 2024 and 2025 seasons.?

The recent collaboration focuses on both parties dedication to fostering a healthy and active lifestyle, while also potentially contributing to the growth of cricket in Saudi Arabia.

Following the deal, Jan Paterson, Managing Director of NEOM Sport, said,?“Following a successful pilot program last year, we are excited to take our partnership with the Royals to the next level as a principal partner and continue growing cricket as a tool for social growth.”

“Working with the Saudi Arabian Cricket Federation and Rajasthan Royals will enable us to provide cricket for men, women, girls and boys alike, across NEOM. This will pave the way for development at an individual level and contribute to the growth of the sport across the Kingdom, while amplifying the NEOM brand globally.”

Manoj Badale, Lead Owner of Rajasthan Royals,?reaffirmed,?“We are delighted to welcome NEOM on board as our Principal Partner. This landmark deal, emblematic of our global reach, national appeal as a franchise and cricketing expertise, signifies a shared commitment towards creating a positive societal impact. Over the past year, our collaboration has not only elevated cricket within NEOM through the strategic implementation of our workforce cricket program but has also contributed significantly to their mission of fostering a physically active and inclusive society.”?

“We are excited to be the flag bearers of cricket in NEOM, with the potential to contribute to the overall growth of the sport across the Kingdom, which is being driven by the Saudi Arabian Government and the Saudi Arabian Cricket Federation. This partnership also provides us with the opportunity to work as a conduit for fostering connections between NEOM and our passionate Indian supporters.”

After bagging sponsorship deals with UBON and Poornima University last month, the Jaipur-based franchise’s latest deal with NEOM is another healthy commercial addition before beginning its IPL campaign on March 24 against Lucknow Super Giants (LSG).??

According to ASN data, NEOM (8.5%, ~US$8.5m) is the 3rd?highest investor for its category in the Asian sponsorship market since Q221. It has been consistent with its investment during this period, and has focused solely on backing Asian Football Confederation (AFC) run tournaments.

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This article was first published in ASN's March 2024 no. 1 newswire.