Riyadh : Red Sea Global (RSG), a PIF company and the regenerative tourism developer, has renewed its sponsorship of Al-Ahli Saudi Football Club for one season (2026-2027), extending a partnership that began in 2023.
Under the new agreement, AMAALA will appear on the front of Al-Ahli’s first-team shirts, replacing the Red Sea Global brand as the partnership enters a new phase.
Red Sea Global and Al-Ahli
“When we signed with Al-Ahli three seasons ago, we made a commitment to be an active partner in the journey of Saudi sport. Today, as AMAALA opens to the world, it is fitting that our partnership also enters a new chapter. Both sport and wellness are built on the pursuit of performance, wellbeing and human potential, making this a natural partnership. By bringing the AMAALA name to the front of the team’s shirt, we are introducing one of the world’s most comprehensive wellness destinations to millions of football fans across the Kingdom and beyond,” said John Pagano, Group CEO at Red Sea Global.
RSG became Al-Ahli’s Platinum Sponsor in June 2023. During the partnership, the club has enjoyed one of the most successful periods in its recent history, winning back-to-back AFC Champions League Elite titles in 2025 and 2026, as well as the 2025 Saudi Super Cup.
The move to the AMAALA brand reflects the destination’s transition from development to operations following the arrival of its first guests earlier this year. It also supports RSG’s strategy of increasing awareness of AMAALA among audiences across Saudi Arabia and the wider region through one of the Kingdom’s most recognizable football clubs.
Fabrice Bocquet, Chief Executive Officer of Al-Ahli Saudi Football Club Company, said: “Renewing our partnership with Red Sea Global extends a relationship that has proven its value over three seasons, accompanying the club’s journey and its achievements. For our first team to carry the AMAALA name is an honor that reflects the club’s standing and connects our fans’ passion with a global Saudi destination. In this next phase, we look forward to a deeper partnership that serves the club, Saudi sport, and the aspirations of our loyal supporters.”
AMAALA follows RSG’s first destination The Red Sea, which welcomed guests in 2023. Thuwal Private Retreat, a private island resort off the coast of Jeddah, has been open since 2024. Located on Saudi Arabia’s northwestern coast, AMAALA combines world-class hospitality, wellness, culture and marine experiences.
Four Seasons Resort and Residences AMAALA and Six Senses AMAALA are now open and welcoming guests. A further six resorts will open their doors in the coming months.
AMAALA is served by Al Wajh International Airport (EJH), recently upgraded by Red Sea Global. The destination is approximately 45 minutes from the airport by electric vehicle or 20 minutes by seaplane.
The renewed sponsorship reflects Red Sea Global’s commitment to supporting Saudi Arabia’s Vision 2030 by strengthening connections between tourism, sport and national development.
Connecting Saudi Football with Tourism and Wellness
The renewed partnership between Red Sea Global and Al-Ahli highlights the growing role of sports sponsorship in promoting Saudi Arabia’s tourism ambitions. Football attracts large audiences across the Kingdom and internationally, providing destinations such as AMAALA with an opportunity to reach travellers who may be unfamiliar with the country’s emerging luxury and wellness offerings.
By featuring the AMAALA name on Al-Ahli’s first-team shirt, Red Sea Global can strengthen awareness of the destination among football supporters while connecting its wellness-focused identity with the values of performance, recovery and personal wellbeing. The partnership also demonstrates how established sporting institutions can help tourism developers engage new audiences beyond traditional travel marketing channels.
Saudi Arabia has increasingly positioned sport as an important component of its wider economic and social transformation. Alongside investments in football and other sporting activities, the Kingdom continues to develop tourism destinations designed to attract international visitors, encourage domestic travel and create new leisure experiences.
For AMAALA, the collaboration offers a platform to communicate its distinctive combination of luxury hospitality, marine experiences and wellness facilities. As additional resorts open and the destination expands its international reach, partnerships with prominent Saudi institutions could help strengthen its visibility in regional and global markets.
The continued collaboration between Red Sea Global and Al-Ahli therefore represents a meeting point between sporting ambition and tourism development, supporting a broader vision of Saudi Arabia as a destination for world-class sport, hospitality and wellbeing.
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Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
Have a story tip, correction, or question about our coverage? Reach Ahmed directly at pr@eatnstays.com.
