Doha, Qatar – 4 April 2022:
New Balance is proud to announce a three-year kit deal with Al Sadd FC, commencing with 2022/23 season. The global athletic and sportswear brand will partner with the reigning Qatar Stars League champions from June 1, 2022. New Balance will be supplying all on pitch and off pitch sportwear, including training gear, for both the senior team and junior teams.
Known as Al Zaeem, which translates to "The Boss", Al Sadd SC confirmed the deal today in its headquarters to announce the signature of a new strategic partnership between Al Sadd SC, 1969 Holding and New Balance, global athletic leader.
New Balance will design and manufacture the team’s Home, Away and Third kits, as well as training apparel for the 16-time Qatar Stars League champions, 18-time Emir Cup champions & two-time AFC Champions League winners. Fans can expect a new era of exciting launches in the coming months and a range of new experiences available via the New Balance sponsorship deal.
The exclusive agreement is effective from June 2022, enhancing the presence of New Balance in one of the Middle East’s most thrilling and competitive leagues. The multi-year deal will also help to propel the brand’s growth plans within the sport of football, performance & lifestyle, reaching new audiences across the region and around the globe.
General Manager of New Balance Middle East, Africa and India, Stuart Henwood said: “We are delighted to have Al Sadd SC join the New Balance family. Al Sadd is more than a football club, it’s a community. There are great synergies in the partnership and the proud history of both club and brand. Al Sadd has a unique voice in the game that demonstrates a true sense of responsibility and community.”
He added: “We are immensely proud to be working with the club over the next three years, bring our innovative approach to kit design and development to the club. In addition to the kit design, we will be working closely with Al Sadd on key projects, to bring engaging activities and experiences to the community.”
On this occasion, Turki Al-Ali, CEO of Al Sadd SC, welcomed this new partnership warmly, stating “Al Sadd SC is considered an important target for many investors and a top sports investment attraction as a Qatari sports club that is keen to contract with leading partners in various fields.” Al-Ali added that under this partnership, NB would become the official partner of Al Sadd SC and 1969 Holding.
Concerning the partnership term, CEO of Al Sadd SC indicated the partnership with NB would last for a renewable three-year period starting from the upcoming 2022/3 season. The partnership includes the first team and 1969 Holding (fitness clubs, crossfit and padel sports, in addition to football, swimming and MMA academies).
CEO of Al Sadd SC expressed how confident he was about the great benefit from this partnership for both parties, especially because Al Sadd SC will be the first team sponsored by NB nationally and in the Middle East region.
From June 1, the collections will be available online at