adidas Inks MOU with SAFEIS to Foster Fitness among Gamers

adidas Emerging Markets, a division of adidas for the GCC region (adidas GCC) has signed a Memorandum of Understanding (MOU) with the Saudi Arabian Federation for Electronic and Intellectual Sports (SAFEIS), the organization announced today. adidas is the first sports brand to execute an MOU with SAFEIS, which serves as the regulating body in charge of nurturing elite gaming athletes and developing the gaming community and industry in Saudi Arabia.  

 The goal of the collaboration between adidas and SAFEIS is to encourage Saudi gamers to take up fitness and sports—for the basic health benefits but also for the advantages that sports and fitness create for gaming speed, reaction times and mental toughness.  

His Royal Highness, Prince Faisal bin Bandar bin Sultan bin Abdulaziz Al Saud – President of the Saudi Arabian Federation for Electronic and Intellectual Sports (SAFEIS) and the Arab eSports Federation commented: “As we strive to position Saudi Arabia as a global gaming hub, our mission is to provide an environment that enables anyone who has a passion for gaming and eSports to be nurtured. Through strategic partnerships, we will ensure the delivery of quality services to achieve the vital results for our gaming community.” His Royal Highness added, “Professional esports players experience similar physical stresses as actual athletes, the lines between sports and esports are blurring and ensuring our professional players have a balanced lifestyle is beneficial to their overall health and to excel their gaming performances.  We constantly aim to empower our youth through guiding and educating them to grow in the esports industry.” 


Gianni Conti, General Manager GCC, shared: “We are excited to be the first sport brand to partner with SAFEIS. As part of our strategy in the GCC, working with SAFEIS represents a step toward making Saudi Arabia a global gaming hub. As we share SAFEIS’ vision, we are actively working on a program to make Saudis amongst the most fit and active gamers in the world.”  


“Partnering with Adidas is a significant milestone that will showcase the potential of esports sponsorship in Saudi. One of our main goals is to develop the sponsorship ecosystem in order to become a leader in eSports. All of which falls in line with the Vision 2030’s youth empowerment objectives. 


Through our partnership with adidas, we advocate the concept of having a healthy lifestyle to the gaming community as it plays a vital role in reducing fatigue and increasing concentration levels.” said Turki alfawzan, CEO of SAFEIS. 


Reebok, who are globally owned by the adidas group will also be a part of the new journey with SAFEIS. Fitness is at the core of the Reebok brand DNA and this partnership will enable them to connect with a broad consumer base and encourage people to better themselves through fitness.  


Forty percent of gamers participate in tournaments, while 85% of adults in KSA play video games. Ultimately, eSports in Saudi Arabia can drive youth engagement and serve as an economic vehicle for the country as it plays an important role in Vision 2030.  


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