Nescafé On-the-Go Partners with Al Hilal Football Club to Inspire Saudi Youth
In a groundbreaking move aimed at strengthening its ties with Saudi youth culture, Nescafé On-the-Go has unveiled a multi-season collaboration with Al Hilal Football Club, one of the Kingdom’s most revered teams.
This partnership brings together the iconic coffee brand with a national football powerhouse to launch a movement known as “مع اللي بكيفهم,” rooted in their shared goal of motivating Saudi youth to pursue their passions and forge their own paths.
The agreement, inked by both entities, grants Nescafé On-the-Go exclusive rights in the coffee category with Al Hilal. Robert Helou, CEO of Nestlé Saudi Arabia, stated, “Al Hilal is not just a club – it’s a movement that inspires millions of young fans across the region. This partnership reflects Nestlé Saudi Arabia’s commitment to building genuine connections within local cultures through our latest innovation Nescafé on-the-Go. Al Hilal, with its unparalleled energy and emotional appeal, serves as the perfect conduit for this connection.”
Esteve Calzada, CEO of Al-Hilal Club Company, expressed his excitement over the collaboration with Nescafé, aligning with Al Hilal’s international expansion strategy of partnering with leading global corporations and maintaining ties with major companies in Saudi Arabia. “By partnering with NESCAFÉ, we are adding one of the world’s largest companies to our sponsor portfolio. Additionally, we continue to offer our young fan base high-quality and innovative products. I am confident that this partnership will be a resounding success and set a benchmark for future collaborations,” Calzada remarked.
Over the next three seasons, Nescafé On-the-Go and Al Hilal will introduce a range of joint initiatives, including exclusive digital content, player-led activations, and match-day experiences blending coffee culture with football fever. Each campaign is crafted with the aim of making young fans feel acknowledged, celebrated, and invigorated.
