The Saudi Sports for All Federation (SFA) and PepsiCo have announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The 2-year collaboration will see both partners work toward achieving the nation鈥檚 goal of increasing participation in weekly sports by 40 percent by 2030.

Four key pillars 鈥� Endorse, Promote, Enable and Activate 鈥� are at the core of the partnership, in which PepsiCo endorses the SFA鈥檚 program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on 鈥淗arek,鈥� a new movement revealed on Sunday, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

Harek, which means 鈥渕ove,鈥� has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising at home. The partnership has enlisted PepsiCo鈥檚 support as the 鈥渂everage and nutrition partner鈥� at SFA-selected events, anchored around brands such as Aquafina and Quaker Oats. 

The partnership was marked on Sunday with a signing event attended by President of SFA Prince Khaled bin Alwaleed bin Talal, and officiated by Managing Director of SFA Shaima Saleh Al-Husseini, alongside Tamer Mosalam, Gulf and Levant foods vice president and business unit general manager at PepsiCo.

鈥淭his partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,鈥� said Al-Husseini. 鈥淭his is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.鈥�

鈥淏y working hand-in-hand with the SFA, PepsiCo looks forward to getting Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,鈥� said Mosalam.