PepsiCo & SFA launch movement for athletic lifestyle

President of SFA Prince Khaled bin Alwaleed bin Talal overlooks the signing of the agreement by Shaima Saleh Al-Husseini of the SFA and Tamer Mosalam of PepsiCo.
Short Url
Updated 20 September 2020
Follow

PepsiCo & SFA launch movement for athletic lifestyle

The Saudi Sports for All Federation (SFA) and PepsiCo have announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The 2-year collaboration will see both partners work toward achieving the nation’s goal of increasing participation in weekly sports by 40 percent by 2030.

Four key pillars — Endorse, Promote, Enable and Activate — are at the core of the partnership, in which PepsiCo endorses the SFA’s program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on “Harek,” a new movement revealed on Sunday, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

Harek, which means “move,” has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising at home. The partnership has enlisted PepsiCo’s support as the “beverage and nutrition partner” at SFA-selected events, anchored around brands such as Aquafina and Quaker Oats. 

The partnership was marked on Sunday with a signing event attended by President of SFA Prince Khaled bin Alwaleed bin Talal, and officiated by Managing Director of SFA Shaima Saleh Al-Husseini, alongside Tamer Mosalam, Gulf and Levant foods vice president and business unit general manager at PepsiCo.

“This partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,” said Al-Husseini. “This is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.”

“By working hand-in-hand with the SFA, PepsiCo looks forward to getting Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,” said Mosalam.


Ahead of its centenary, SAB posts SR8.5bn net profit

Updated 09 February 2026
Follow

Ahead of its centenary, SAB posts SR8.5bn net profit

Lubna S. Olayan, chair of the board of directors of the Saudi Awwal Bank, has announced the bank’s financial results for the year ending Dec. 31, 2025, marking a year of strong financial performance as SAB prepares to celebrate its centenary in 2026.
For the year ending Dec. 31, 2025, SAB demonstrated strong financial performance, recording a net profit after Zakat and income tax of SR8.5 billion ($2.2 billion), an increase of 5 percent compared to 2024. The total operating income rose by 5 percent year on year to SR14.7 billion, reflecting sustained business momentum and disciplined execution of the bank’s strategy.
The net loans and advances reached SR299 billion, up 15 percent year on year, while customer deposits grew to SR323 billion, an increase of 21 percent year on year, which underscored the strength of SAB’s franchise and funding position. The total equity increased to SR79 billion, highlighting the bank’s strong capital base, prudent balance sheet management, and sustained profitability.
Olayan said: “2025 was a year of strong financial performance and disciplined execution. Our consistent delivery reflects the strength of our business model, our focus on operational efficiency, and our commitment to creating long-term value for all stakeholders. Our revenues continue to grow despite lower benchmark rates demonstrating the impact of our strategy.”
During the year, SAB continued to deliver faster-than-market growth, with loans expanding by 15 percent. Growth remained well balanced across retail and wholesale banking, supporting priority sectors aligned with the Kingdom’s Vision 2030 transformation. Operational efficiency initiatives and disciplined cost management, together with strong asset quality, contributed to a return on tangible equity of 14.5 percent.
Sustainability remained a core strategic priority. SAB exceeded its sustainable finance ambition, growing its sustainable finance portfolio to SR45 billion. SAB also issued two green-labelled bonds totaling $1.9 billion, which strengthened its capital base, and launched the first green mortgage in Saudi Arabia. The bank’s progress was reflected in improved ESG ratings, including an upgrade by MSCI to “A.”
Olayan added: “As we prepare to enter SAB’s second century, we are well positioned to support the Kingdom’s Vision 2030 ambitions and to build on our unique legacy as Saudi Arabia’s first bank. Our diversified business model, strong capital position, and disciplined execution underpin our ability to navigate evolving market conditions and continue delivering sustainable growth.”
In 2025, SAB’s performance and leadership were recognized through multiple regional and international awards, including Best Bank in Saudi Arabia, Best ESG Bank in Saudi Arabia, Best Digital Bank, Best Corporate Bank, and Best Private Bank, reflecting the bank’s continued focus on financial performance, sustainability, innovation, digital capabilities, customer satisfaction, and corporate governance.
“On behalf of the board, I would like to thank our customers for their continued trust, our employees and management for their commitment and dedication, and our regulators and strategic partner HSBC, for their ongoing support, which enable SAB to continue delivering this strong and sustainable performance,” Olayan said.