Spain: Riyadh Season (festival, KSA) official sponsor of LALIGA for three seasons (2024-2027)

Riyadh Season cultural festival, an annual event organised by the Saudi Arabian General Entertainment Authority in the Kingdom's capital since 2019, has become an official sponsor of LALIGA for three seasons (2024-2027), announced the Spanish professional league on 09/10/2024. The 2024 edition of the festival begins on 12/10/2024.

The agreement "aims to organize promotional activities for both brands and implement joint initiatives targeting football fans and visitors to Riyadh Season," explained LALIGA. This new relationship with Saudi Arabia comes after Visit Saudi, the country's national tourist office, became a global partner of the Spanish League on 17/08/2023.

Riyadh Season is thus boosting its profile in Europe, after becoming the main shirt sponsor of AS Roma (Serie A Enilive) for two seasons (2023-2025) as part of the most lucrative agreement ever signed for this sponsorship space by the Italian club (€25m/€12.5m per year), on 04/10/2023. The festival also entered into a partnership with DAZN on 08/10/2024 (see below), under which the OTT platform becomes its official…