The Saudi Sports for All Federation (SFA) has entered a three-year strategic partnership with ASICS KSA, signed in January 2025, to expand community sports and fitness initiatives across Saudi Arabia.
Under the agreement, the two sides will work together on health and fitness programs, sports events, knowledge exchange, and wider efforts to increase physical activity nationwide. ASICS becomes an exclusive sportswear partner and a strategic partner for selected SFA events, including the Riyadh Marathon.
Supporting Saudi startups
As part of the collaboration, the ASICS Innovation Pitch launched in Saudi Arabia in July 2025. The program backs Saudi-based startups developing digital solutions that encourage sports participation and improve wellbeing. Applications closed on 31 July 2025, with six finalists selected to advance to the final stage.
For residents and families, the partnership signals more organized community activities, events, and fitness programs in the months ahead. It also opens a path for local entrepreneurs working on sports and wellness technology to gain visibility and support.
The initiative reflects the growing emphasis on active, healthier lifestyles across the Kingdom, aligning with broader national goals to raise participation in sport at every level of the community.
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