Platinum sponsorship expands fan experiences and strengthens Historic Jeddah connections.
Al Balad Development Company, A PIF company, has signed a platinum sponsorship agreement with Al Ittihad Club, marking a new phase in the existing partnership between the two organizations. The agreement aims to expand their collaboration through shared content, experiences and initiatives that strengthen supporters’ connection to Jeddah, bring them closer to Historic Jeddah and its experiences, and contribute to the vitality of the district, its community and local economy.
Events connected to Historic Jeddah
The agreement builds on the established relationship between BDC and Al Ittihad Club, expanding its scope from media and marketing visibility into a season-long activation program that will include community initiatives, supporter experiences, shared content and events connected to Historic Jeddah.
Commenting on the occasion, Jamil Hassan Ghaznawi, CEO of Al Balad Development Company, said: “We believe that reviving Historic Jeddah extends beyond urban regeneration to fostering sustainable connections between people and their environment. Partnering with Al Ittihad Club, backed by its massive fanbase is a pivotal step forward. It allows us to showcase our projects, attract visitors and investors, and drive regional economic activity.”
The collaboration draws on Al Ittihad Club’s longstanding connection to Jeddah since its founding in 1927, its prominent place in the city’s sporting and social memory, and the broad local and regional reach of its supporters.
Jamil added: “For us, the success of this partnership will not be measured by the visibility of our logo alone. It will be measured by what the partnership delivers for Jeddah and its people, by the authentic and lasting experiences it creates at the intersection of sport, culture and place, and by the stronger connection it builds between younger generations and Historic Jeddah.”
Domingos Soares, CEO of Al Ittihad Club, stated: “Al Ittihad shares an enduring connection with Jeddah and its community. This sponsorship enables us to expand our reach and introduce initiatives that bring our supporters closer to the cultural and social richness of Historic Jeddah. We look forward to collaborating with BDC to deliver meaningful value to both our fans and the city.”
Under the agreement, the sponsorship will be activated through a wide range of media and marketing assets, alongside community initiatives and season-long activation events. These efforts seek to deepen fan engagement with Historic Jeddah’s cultural offerings while promoting BDC’s key projects.
Boosting investment across the tourism, hospitality, and cultural sectors
The partnership reflects BDC’s dedication to driving sustainable economic growth in line with PIF’s strategy and Saudi Vision 2030 objectives, fostering economic diversification and boosting investment across the tourism, hospitality, and cultural sectors. As a company wholly owned by the Public Investment Fund, BDC remains focused on revitalizing Historic Jeddah into a thriving economic ecosystem that preserves its unique architectural and cultural identity for future generations.
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