Reef and Al Hilal Sign Strategic Partnership Worth SAR 200 Million Through 2031

Rashad Iskandrni

Reef has officially announced a landmark strategic partnership with Al Hilal Saudi Club, valued at SAR 200 million over five years and extending through 2031, marking one of the most significant collaborations between the private sector and Saudi sports.

Under the agreement, Reef will become the Official Front-of-Shirt Partner for Al Hilal’s football teams, with its logo appearing on the jerseys of the first team, women’s team, and youth academy teams, reflecting the Group’s commitment to supporting Saudi sports and strengthening its presence on the Kingdom’s biggest sporting stage.

The partnership, valued at SAR 200 million over five years, reinforces Reef’s growing position as one of Saudi Arabia’s leading brands and highlights its long-term vision of building strategic partnerships that create sustainable value for both organizations.

Reef continues to expand its local and international footprint, now operating more than 400 branches across 40 countries worldwide, demonstrating the success of its global expansion strategy and reinforcing its position as one of Saudi Arabia’s most prominent fragrance brands.

The signing ceremony was attended by Mr. Fahad Badr Al Majed, Chief Executive Officer of Reef, and Esteve Calzada, Chief Executive Officer of Al Hilal Saudi Club, alongside distinguished sports and media figures, as well as senior executives from both organizations. The event attracted significant attention, reflecting the importance of this partnership as a new milestone in the journey of both Reef and Al Hilal.