NEOM Sports Club and SHG forge strategic partnership to shape the future of sports and enterprise

NEOM, Kingdom of Saudi Arabia, December 24, 2025 – Saudi Pro League football club NEOM S.C. is proud to announce a partnership with national investment boutique, SHG, which joins the club as Exclusive Investment Partner for the next three seasons.

Under the agreement, SHG’s brand will feature prominently on the front of NEOM S.C.’s official match jerseys, and on the sleeve of the training kit. The partnership also includes digital visibility across NEOM S.C.’s official platforms, ensuring strong engagement with fans and stakeholders throughout the region.

SHG’s focus on scalable ventures and sustainable legacy-building aligns seamlessly with the club’s long-term vision. By bridging sports and enterprise, this partnership sets the stage for impactful initiatives that will resonate across communities and industries.

As Exclusive Investment Partner, SHG will be granted activation and co-marketing rights, enabling innovative campaigns, fan engagement programs and community initiatives under NEOM S.C.’s social responsibility framework.

This partnership reflects a shared vision to accelerate growth and inclusivity, leveraging SHG’s transformative entrepreneurship experience and strategic foresight to advance all sports within NEOM S.C, by championing diversity, women’s empowerment and youth development.

Mr. Saad Al-Lazeez, NEOM S.C. CEO, said: "This partnership is more than a sponsorship, it’s a strategic alliance built on shared ambition. Together with SHG, we are shaping a future where sports and enterprise converge to create lasting impact for our community and beyond."

Mr. Mohammed Al Garafi, SHG CEO, added: “Our partnership with NEOM Sports Club marks an important step in our commitment to meaningful investment. It aligns with the vision of His Royal Highness the Crown Prince, Mohammed bin Salman—may God preserve him—who has transformed sports into a powerful platform for national development and a gateway to a future that reflects the Kingdom’s stature and global ambition.”

This agreement underscores NEOM S.C.’s commitment to forging partnerships that strengthen its competitive position, drive sustainable growth and contribute to the transformation of sports in Saudi Arabia.