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Saudi Sports for All signs Memorandum of Understanding (MoU) with ASICS

Partnership will result in the development of events, sports programs and communications campaigns

Partnerships forms part of the Saudi-Japan Vision 2030

The Saudi Sports for All Federation (SFA) has recently signed a Memorandum of Understanding (MoU) with ASICS, the leading sportswear company, to bolster the Kingdom’s sports infrastructure and aid its transformation into a leading sports hub. The agreement was announced at a signing ceremony at the Saudi Ministry of Sports’ headquarters.

The partnership will see both entities join forces to launch a range of collaborations. This will encompass knowledge-sharing and the exchange of expertise across a diversity of fields, including developing sports groups, sports events, marketing research, and more. As part of its commitment towards nurturing youth and the development of society through sports — and in line with its “A Sound Mind, in A Sound Body” philosophy — ASICS aims to help create wide-ranging opportunities for Saudi people to participate in Saudi training and sports programs.

SFA Managing Director Shaima Saleh AlHusseini, said:

“We are delighted to be partnering with ASICS to build on our work and enhance our sporting provisions. ASICS’s philosophy is very much in sync with ours, enabling us to forge a truly productive partnership that will create a healthier, fitter and more active Saudi Arabia. Together, we will empower more people to lead better, happier lives.”

The partnership forms part of the Saudi-Japan Vision 2030, which aims to facilitate public and private sector involvement between Saudi Arabia and Japan by aligning and reporting on strategic initiatives that contribute to the objectives of each country’s national growth and development strategies.

“At ASICS, we believe movement and sports have the power to uplift communities and, together with SFA, we are looking forward to acting on our Sound Mind Sound Body philosophy and inspire Saudi to move more and feel the positive uplift that sports and movement have on the body and the mind.”
Mano Takayuki, General Manager, ASICS Arabia 

Both parties will also collaborate to curate an ongoing section of events and experiences promoting community sports. They will also collaborate on joint marketing and communications initiatives, launching strategic campaigns to raise awareness of the benefit of exercise.

The partnership adds to SFA’s ongoing efforts to raise physical activity levels in the Kingdom in accordance with Vision 2030 and the Quality of Life Program. The Federation is committed to empowering 40% of people across the country to participate in daily sports by the end of the decade.

- ENDS -

About the Saudi Sports for All Federation (SFA)

The Saudi Sports for All Federation (SFA), a proactive community sport and wellness organization founded to promote a healthy lifestyle in the Kingdom of Saudi Arabia, aims to provide access to opportunities for all members of society to practice physical activity.

Partnering with government organizations, sports delivery bodies, sports federations, and the wider public and private sector to achieve its goals, the SFA focuses on increasing physical activity and health and wellness metrics across the country. The increase of physical activity is achieved by advancing four strategic priorities: education; community and volunteering; fitness and wellbeing; and campaigns and promotion. It does this by designing and deploying recreational sports programs tailored for women, men, youth, the elderly and persons with disabilities across Saudi Arabia.


Headquartered in Kobe, Japan, ASICS is a leading designer, manufacturer and retailer of high-performance athletic footwear, apparel and accessories. Founded in 1949 by Kihachiro Onitsuka, the company name is derived from the Latin saying Anima Sana In Corpore Sano - “A Sound Mind in a Sound Body”, representing our belief in the power of sport and movement to positively impact the body and mind and help uplift communities;


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