Riyadh Season Partners Serie A’s AS Roma 

Riyadh Season has secured a deal with Serie A team AS Roma to become the football club’s main shirt sponsor. 

With its fourth edition set to begin at the end of October, Riyadh Season attracts tourists from around the world to Saudi Arabia’s capital during the winter months every year to experience thousands of concerts, exhibitions, dining experiences and other unique entertainment events featuring some of the biggest brands and individuals.

Following the deal, His Excellency Turki Alalshikh, Chairman of Saudi Arabia’s General Entertainment Authority, said, “The yellow and red jersey is unique, it is synonymous with AS Roma around the world, and we are proud that Riyadh Season will now be associated with such an iconic shirt.

“Like football, Riyadh Season is aimed at bringing people together with its extensive range of international entertainment events and this collaboration will offer even greater visibility through one of the world’s most supported clubs.

“Roma’s recent success in Europe makes this an exciting time to be a part of this famous club and we look forward to seeing what can be achieved in the coming years together.”

Sporting events are a key feature  in the Riyadh Season calendar, and as a result of this deal, fans will have the opportunity to watch AS Roma play a friendly match in Riyadh. The Giallorossi will return to Saudi Arabia over four decades after their last visit there.   

“We are excited to welcome Riyadh Season as the new main partner of AS Roma,” said Lina Souloukou, AS Roma’s Chief Executive Officer & General Manager.

“Riyadh Season is one of the biggest winter entertainment events in the world, with sport at its heart. Our partnership is recognition of AS Roma as a global brand with strategic importance for the future of football in Saudi Arabia. This market is becoming increasingly significant for the world of football and we believe our collaboration will generate many interesting and unique opportunities. First of all, we look forward to playing our friendly matches there and experiencing first hand the passion this country has for football”.

Riyadh Season first began in October 2019 to a resounding success, with visitor numbers topping 10 million. Following events have broken multiple Guinness World Records, cementing a reputation for engaging different audiences.

 According to ASN data, the Saudi Tourism Body has the largest market share for its category (17.5%, ~US$14.5m) in the Asian sponsorship market since Q121, and the primary deal has been with the IPL, the most lucrative T20 cricket tournament in the world. A figure bound to grow as Saudi Arabian entities continue to increase their clout across the global sponsorship market, including Asia.