This groundbreaking agreement represents one of the most significant sponsorships in Saudi women’s football, blending the worlds of sport, lifestyle, and beauty.
Under the deal, Sephora’s branding will feature prominently on the front of the Al-Nassr women’s jersey and across the squad’s training kits. The sponsorship was formalized in Riyadh at a signing ceremony between Al-Nassr CEO José Semedo and Hasmik Panossian, Managing Director of Sephora Middle East.
Al-Nassr Women’s Growing Success
The sponsorship announcement follows Al-Nassr Women’s recent victory in the Saudi Women’s Super Cup, where they secured a 2–0 win against Al-Ahli. This triumph highlighted the team’s dominance on the pitch and created a strong platform for Sephora to join forces with a successful and ambitious club.
The Al-Nassr women’s football team has quickly become a symbol of progress in Saudi Arabia’s sporting landscape. With growing media coverage and increasing fan support, the team embodies the broader transformation of women’s participation in sports across the Kingdom.
Why Sephora Chose Al-Nassr
For Sephora, the sponsorship marks a strategic move to strengthen its footprint in the Middle East, particularly in Saudi Arabia, where the beauty industry is one of the fastest-growing consumer markets.
“This partnership is about more than brand visibility,” Panossian said. “It reflects Sephora’s commitment to supporting women in Saudi Arabia by celebrating their strength, resilience, and achievements both on and off the field. We are proud to stand alongside Al-Nassr Women as they inspire the next generation of athletes.”
By aligning with a women’s football team, Sephora sends a strong message of empowerment and inclusivity. The sponsorship is also a bold example of non-traditional sponsors entering Saudi football, traditionally dominated by industries like airlines, banking, and telecommunications.
The Ronaldo Effect
Al-Nassr’s international profile skyrocketed after the signing of global superstar Cristiano Ronaldo in late 2022. While Ronaldo plays for the men’s side, his influence has boosted the visibility of the entire club, creating new commercial opportunities across both the men’s and women’s teams.
Marketing experts argue that Sephora’s sponsorship is partly fueled by this global spotlight. “The Ronaldo effect has made Al-Nassr a global brand,” said sports marketing analyst Noura Al-Ghamdi. “That visibility creates confidence for companies like Sephora to invest in partnerships that align with lifestyle and cultural trends, not just sport.”
Benefits for Al-Nassr
For Al-Nassr, the Sephora sponsorship deal represents a milestone in diversifying its commercial portfolio. The partnership goes beyond financial investment, as it positions the club as a forward-looking organization that values inclusivity and modern branding.
“This is more than a sponsorship — it is a statement,” Semedo said. “Sephora’s support validates the commercial potential of women’s football in Saudi Arabia. Together, we aim to inspire fans, create new opportunities, and contribute to the growth of the game.”
The collaboration is expected to include community engagement projects, athlete campaigns, and fan activations, ensuring the partnership resonates beyond the football pitch.
Broader Impact on Saudi Women’s Sports
The Sephora-Al-Nassr partnership also ties into the Kingdom’s Vision 2030 initiative, which prioritizes expanding opportunities for women in sports and strengthening Saudi Arabia’s global sporting profile. Over the past five years, women’s football has grown from grassroots tournaments into professional leagues attracting international sponsors.
This move mirrors global trends, where lifestyle and beauty brands increasingly invest in women’s sports to reach engaged and diverse audiences. The deal is expected to inspire similar sponsorships, potentially drawing more international companies into the Saudi sports market.
