Lay’s Becomes Main Sponsor of Saudi Women’s Premier League

The Saudi Women’s Premier League has secured a deal with popular crisps brand Lay’s as its main sponsor, as part of a three-year collaboration between the Saudi Arabian Football Federation (SAFF) and PepsiCo.

Under the deal, the league—in its second season—will be renamed the Saudi Women’s Premier League Powered By Lay’s. The brand’s logo will be prominently placed alongside the league’s emblem.  

The Saudi Women’s Premier League launched its debut official season last year, with Al-Nassr crowned champions.

Following the deal, Aamer Sheikh, chief executive of PepsiCo MENA, said, “We are thrilled to embark on this exciting journey with the Saudi Women’s Premier League to not only underscore our dedication to fostering diversity and inclusion but also demonstrate our commitment to the ambitious Vision 2030 goals of Saudi Arabia.”

“This collaboration also reflects our unwavering promise to empower women not just globally but locally as well through our numerous platforms and programmes. By empowering and promoting women in sports, we contribute to the vision’s aim of diversifying the Saudi economy, enhancing the quality of life, and increasing participation in sports at all levels.”

According to ASN data, PepsiCo—the parent company of Lay’s— (over US$38.5m, 6.6%) is the 3^rd highest spender for its category since Q121, however, spends have been lacklustre for the first three quarters of 2023, but is forecasted for a lively Q423 at over US$14.6m.