The partnership will ‘set new standards on matchdays’, said Saudi Pro League Commercial Director Maximilian Haschke (far right)

Riyadh-based coffee chain Half Million has been named the Official Coffee Chain Partner of the Saudi Pro League. 
 

Established in 2008 by the Saudi Arabian Football Federation, the Saudi Pro League has experienced considerably higher global exposure over the last 12 months following significant investment in its teams and player recruitment from major European leagues. 

Saudi Arabia’s Public Investment Fund took 75% stakes in four of the league’s 18 teams in June 2023 as part of its Saudi Vision 2030, a roadmap for economic diversification, social liberalisation, and the promotion of tourism, sports and hospitality. 

Although specific details were not shared, a joint statement from Half Million and the Saudi Pro League said the agreement aims to deliver ‘exceptional experiences for fans through a range of activations and special entertainment shows’. The partnership will ‘set new standards on matchdays’, added Saudi Pro League Commercial Director Maximilian Haschke. 
 

“Saudi sports, and especially football, is now going through an extraordinary stage of growth, with eyes from all over the world focused on it, making us eager to be a part of this special story,” said Sohyb Alblushi, CEO, Half Million. 

Founded in 2018, Half Million currently operates 45 stores across 10 cities in Saudi Arabia, alongside a single site in London, UK.