In a significant move aimed at strengthening its ties with the youth culture of Saudi Arabia, Nescafé On-the-Go has announced a multi-season partnership with Al Hilal Football Club.

This collaboration unites the world’s leading coffee brand with one of the Kingdom’s most revered football teams, launching an initiative under the banner ‘مع اللي بكيفهم,’ reflecting their shared vision to inspire Saudi youth to pursue their passions and create their own paths.

The agreement grants Nescafé On-the-Go exclusive rights in the coffee category with Al Hilal.

Robert Helou, CEO of Nestlé Saudi Arabia, highlighted the significance of the partnership by stating that Al Hilal represents more than just a club; it is a movement inspiring millions of young fans across the region.

This alliance exemplifies Nestlé Saudi Arabia’s commitment to forging genuine connections within local cultures through their latest innovation, Nescafé On-the-Go.

The energy and emotional pull of Al Hilal provide an ideal platform for these connections.

Esteve Calzada, CEO of Al-Hilal Club Company, expressed his enthusiasm about the partnership with NESCAFÉ, viewing it as a strategic move that aligns with their international expansion ambitions, specifically to partner with leading global multinationals while continuing to collaborate with the biggest companies in Saudi Arabia.

This addition to their portfolio of sponsors further enhances Al Hilal’s commitment to offering its young fan base high-quality and innovative products.

Calzada expressed confidence that this collaboration will achieve overwhelming success and set a benchmark for future partnerships.

Over the next three seasons, Nescafé On-the-Go and Al Hilal are set to launch a series of co-branded initiatives including exclusive digital content, player-led activations, and match-day experiences that blend coffee culture with football fervor.

Each campaign is meticulously designed to empower young fans, ensuring they feel seen, celebrated, and energized.