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Adnan Al-Jaziri

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  • 3 min read
  • Al Balad Development Company signed a platinum sponsorship deal with Al Ittihad Club, upgrading an earlier agreement.
  • The plan runs as a season-long program tied to Historic Jeddah’s cultural and tourism experiences.
  • Both organizations sit under the Public Investment Fund and align their work with Saudi Vision 2030.
  • BDC leads the development of the UNESCO-listed Jeddah Historical District.

The Al Balad Development Company’s partnership with Al Ittihad Club has moved to platinum sponsorship, a step that links a football club to the long effort to rebuild one of Saudi Arabia’s oldest urban districts. This Al Ittihad Club platinum sponsorship replaces the silver tier the two sides agreed in 2023. It shifts the relationship from media and marketing visibility toward a season-long program of activities connected to Historic Jeddah.

Al Balad Development Company, known as BDC, is wholly owned by the Public Investment Fund. It serves as the master developer of the Jeddah Historical District, the walled old town listed as a UNESCO World Heritage Site. Al Ittihad Club, founded in Jeddah in 1927, is the oldest sports club in the country and carries a large regional following. Placing the two side by side puts heritage development next to one of the city’s most visible cultural assets.

What the agreement covers

Under the agreement, presented on their official website, both sides will draw on a range of media and marketing assets alongside community initiatives and events across the season. The activities will promote the cultural offerings of Historic Jeddah and BDC’s own projects. Shared content, supporter experiences, and district events form the core of the plan. The intent is to pull fans closer to the old town and to raise engagement with the district among younger residents.

Jamil Hassan Ghaznawi, CEO of Al Balad Development Company, said the partnership would help promote the company’s projects, attract visitors and investors, and support economic activity in the area. He noted the collaboration builds on the club’s long connection with Jeddah and its supporter base. The focus, he said, would fall on experiences that join sport, culture, and the historic district.

“We believe that reviving Historic Jeddah extends beyond urban regeneration to fostering sustainable connections between people and their environment. Partnering with Al Ittihad Club, backed by its massive fanbase is a pivotal step forward. It allows us to showcase our projects, attract visitors and investors, and drive regional economic activity.”, Jamil Hassan Ghaznawi said.

The Al Balad Development Company partnership and Vision 2030

The Al Balad Development Company partnership sits inside a wider structural shift. BDC works under the Public Investment Fund’s strategy and under Saudi Vision 2030, the plan to move the economy away from oil. Tourism, hospitality, and cultural sectors carry a defined role in that plan. A sponsorship that fills stadiums and feeds social channels becomes a route to an audience for a development brand that needs one.

Domingos Soares, CEO of Al Ittihad Club, said the club’s long relationship with Jeddah and its community gave the expanded partnership a firm base. He added the sponsorship would support work designed to bring supporters closer to the cultural and social life of the old district while adding value for fans and the city.

A club as a development tool

The reasoning is direct. BDC is developing roughly 2.5 million square meters of the historic core, with plans for homes, hotels, and commercial space, while keeping the district’s architectural character. A project on that scale needs footfall and attention. Al Ittihad supplies both.

The Al Balad Development Company partnership also shows how PIF-owned entities now work in concert. PIF holds a majority stake in Al Ittihad and full ownership of BDC. Sponsorship between the two keeps investment and messaging inside one portfolio. For the district, the return will show less in logo placement and more in whether the club’s supporters follow their team into Historic Jeddah’s streets, hotels, and cultural venues over the season ahead.

Photo Credit: The Al Balad Development Company

TAGS
  • Al Balad Development, Al-Ittihad Club, Saudi Arabia

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