Snickers Scores CR7 Led Saudi Pro League (SPL) Al Nassr FC Global Partnership 

Popular chocolate brand Snickers has scored a global partnership with Saudi Pro League (SPL) club Al Nassr FC. 

In a deal brokered by , Snickers has become the official chocolate partner of the Ronaldo spearheaded football club and its logo will be emblazoned on the sleeve of the club’s training shirt, which also acts as a warm-up kit during SPL and King’s Cup match days.

Snickers will get substantial global exposure with its appearance on Al Nassr’s training uniform and the club’s extensive social media outlets, as well as broadcast coverage. 

Besides the kit, the partnership is poised to be activated through a plethora of marketing channels throughout the Middle East, including in-stadium activations, online platforms, and retail points of sale. This multi-channel strategy is certain to ramp up brand visibility,  and also desires to build a stronger emotional bond between Snickers and Al Nassr’s fanbase.

With Snickers on board, the football club has its eye on expanding its portfolio of famous worldwide partners and signalling its desire to boost its brand recognition globally. 

Ahmed Helaly, GM of Mars Saudi, stated, “Snickers’ sponsorship of the club is a significant step that reflects our commitment to enhancing the sports experience for fans in the Kingdom. We are proud of our partnership with Al Nassr, a prominent symbol of football in the region. Through this partnership, we aim to provide support to all players and fans, enabling them to enjoy outstanding sports experiences.”

“ We believe that sports act as a bridge that brings hearts together, and with Snickers, we strive to be part of this journey, creating an atmosphere of joy and excitement while enjoying Snickers products as fans cheer to their favourite team which aligns with Mars’ strategy of inspiring moments of everyday happiness.”

According to ASN data, Snickers (15.8%, ~US$11.2m) is the top spender for its category since Q122, however, it has fizzled from a gargantuan investment of US$10m+ in Q122—primarily due to the 2022 Winter Olympics in Beijing— to spends ranging between US$67k and US$142k from Q222. As for sponsorship strategy in Asia, it tends to focus on celebrity endorsements in the US$200k to US$300k range, namely deals with Chinese idol Jackson Wang and Bollywood director Rohit Shetty.