Elevate Releases Second Edition of the Saudi Sponsorship Monitor
Elevate, an award-winning global sport and entertainment agency, today announced the launch of the second edition of the Saudi Sponsorship Monitor, offering a comprehensive analysis of how sponsorship is evolving across the Kingdom’s rapidly diversifying $1 billion industry.
The 2026 edition reveals a growing range of high-momentum sponsorship platforms that are beginning to challenge football’s long-standing dominance. As Saudi Arabia’s young, highly engaged population continues to fuel demand for sport, entertainment, and cultural experiences, brands are accelerating investment across both emerging and established properties.
A Young, Highly Receptive Consumer Base
With more than 60% of Saudi Arabia’s population under the age of 35, the Kingdom remains one of the world’s most dynamic consumer markets. Sponsorship continues to resonate strongly: seven in ten adults say they are more likely to buy from a brand that sponsors events or experiences they care about.
Within sport, mass participation events, motorsport, esports, tennis, and golf are all building significant audiences. Major sponsorships across these platforms now reach one in three adults in the Kingdom.
Outside sport, cultural festivals, music festivals, and theme parks are achieving similar levels of reach and recognition.
Football Still Leads but New Platforms Are Rising
Roshn Saudi League’s naming rights deal remains the most recognized sponsorship in Saudi Arabia, with several other football partnerships generating awareness above 50%. STC leads recognition outside football, driven by its sponsorship of the F1 Saudi Arabian Grand Prix and the Esports World Cup.
Jon Long, Elevate’s Senior Director of Consulting, notes that while football remains the anchor of Saudi sponsorship activity, the market is entering a new phase:
“PIF investments in four Saudi Pro League clubs in 2023 prompted an unprecedented wave of sponsorship spending, centrally driven and dominated by brands across the PIF ecosystem. Football will continue to dominate, but as opportunities broaden and consumer interests diversify, the next wave of investment will involve more brands across a wider range of platforms.”
Growing Support for Naming Rights
As momentum builds toward the 2034 FIFA World Cup and new stadiums and arenas near completion, public support for naming rights continues to rise. Approval for naming rights on new sports stadiums is up nine points from 2025, while support for naming rights on new entertainment arenas has increased eight points. Receptiveness to naming rights for existing venues has also strengthened.
Sector Momentum and 2027 Outlook
Racha Eldeeb, Elevate’s Head of Intelligence, highlights shifting sector dynamics:
“While sponsorship activity slowed in early 2026, Saudi Arabia’s consumer market remains resilient. Banking, real estate, and automotive brands are increasing investment as they seek sponsorships that differentiate them from competitors. Technology brands led by local companies have also expanded their sponsorship footprint in 2026, and more international entrants are expected in 2027. Over the next 12 months, investment will flow into venues, entertainment, and participation, with new benchmark deals likely across all three sectors before the end of 2027.”
The Saudi Sponsorship Monitor is part of Elevate’s MENA Vault offering, a brand built on a decade of regional intelligence and integrated with Elevate’s proprietary AI platform, EPIC.
A summary version of the Monitor is available for download from the Elevate website at the following link here
About Elevate
Elevate is an award-winning global sports and entertainment agency founded in 2018 and the chosen growth partner for the world’s leading brands, properties, and experience-driven businesses. Through one integrated model, Elevate serves as the trusted advisor for more than 1,000 clients, helping them solve complex challenges and drive business wins.
What began in sports has evolved into a platform now serving clients across culture, attractions, culinary, and hotels. Today, Elevate brings operational expertise, data-driven intelligence, and world-class creativity together under one roof.
Elevate partners with clients worldwide from offices across North America, Europe, and Asia. For more information, visit us at www.oneelevate.com.
