In a powerful move toward deepening its connection with Saudi youth culture, Nescafé On-the-Go has announced a multi-season partnership with Al Hilal Football Club, one of the Kingdom’s most celebrated teams.
The collaboration brings together the world’s favorite coffee brand and a national football powerhouse. Together, both brands are creating a movement under the umbrella of “مع اللي بكيفهم” which stems from their shared ambition to inspire Saudi youth to follow their passions and carve their own paths.
The agreement, signed byboth organizations, grants Nescafé On-the-Go exclusive rights in the coffee category with Al Hilal. “Al Hilal is more than a club - it’s a movement that inspires millions of young fans across the region. This partnership reflects Nestlé Saudi Arabia’s dedication to creating authentic connections within local cultures through our newest innovation Nescafé on-the-Go. Al Hilal, with its unmatched energy and emotional pull, provides the perfect platform for that connection,” said Robert Helou, CEO of Nestlé Saudi Arabia.
