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Benfica tap HJKSA to find commercial opportunities in Saudi Arabia

Portuguese soccer giants and agency launch 'Making Saudi Heroes' joint venture.

24 February 2023 Rory Jones

Getty Images

Portuguese soccer giants Benfica have partnered with Heights & Jewels KSA Group (HJKSA) in order to help the club find new sponsorship opportunities in Saudi Arabia.


  • Deal sees launch of ‘Making Saudi Heroes’ joint venture
  • Riyadh-based steering committee to lead operations
  • JV to evaluate various commercial opportunities across Saudi Arabia


The Saudi-based HJKSA agency is aiming to attract new companies to the kingdom as part of its Vision 2030 programme by offering gateway to the Middle East and North Africa (MENA) market.


“We are very honoured to be part of the global change that Saudi Arabia is making through sport and are determined to commit our knowledge, experience and talent to the project,” said Rui Costa, Benfica president.

“Benfica is a leading brand when it comes to training high-performance athletes, and we are absolutely compromised to the new routes that this project will bring to the future in the region, we believe that HJKSA will be our vehicle to make this happen.”

Coming next:

Benfica will hope to expand its commercial footprint in Saudi Arabia at a time when brands from the country are starting to engage with European soccer.

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