Latest news with #KhaledTash
Campaign ME
6 days ago
- Business
- Campaign ME
Esports World Cup 2025: Saudia's play to stay relevant with new generations
In a move that signals more than just a typical sponsorship, Saudia – the Kingdom's national airline – has joined the Esports World Cup Foundation (EWCF) as its official Airline Partner. Announced through a first-of-its-kind virtual signing inside a gaming world, the partnership places the flag carrier at the heart of a global entertainment phenomenon and marks a striking new chapter in how brands engage with audiences born in digital spaces. Set in Riyadh's Boulevard City from July 7 to August 24, the Esports World Cup 2025 brings together more than 2,000 players from more than 100 countries, competing for a combined prize pool of $70m. For brands like Saudia, it presents a rare opportunity: a high-visibility platform that combines international reach with cultural relevance, especially among younger audiences that are increasingly difficult to engage through traditional media. Khaled Tash, Group Chief Marketing Officer at Saudia with Campaign Middle East how the partnership goes beyond branding to support a long-term repositioning for the airline. This alignment, says the brand, is strategic. 'Saudia is proud to be the Official Airline Partner of the Esports World Cup 2025, an event that underscores the Kingdom's rise as a global hub for world-class sporting events,' says, Tash. 'This partnership reflects our ongoing commitment to supporting national initiatives that drive tourism growth and promote the development of sports tourism.' Building a lifestyle brand At the heart of Saudia's marketing strategy is a push to redefine its brand perception: from airline to lifestyle brand. The Esports World Cup provides a credible, high-energy platform for this transition. 'The EWC provides Saudia with a strategic platform to engage with a global, digitally native audience while reinforcing Saudi Arabia's growing role as a host of world-class international events,' said Tash. He continues: 'For Saudia, this partnership goes beyond sponsorship – it marks our entry into high-growth sectors such as esports and interactive entertainment. These industries are critical touchpoints for engaging with younger travellers who value innovation, personalisation and immersive digital experiences.' Youth culture as a channel for relevance A key motivation behind the partnership is the chance to build affinity with younger travellers – particularly Gen Z and Millennials who expect brands to be as digitally connected as they are. 'Esports offers a powerful platform to engage Gen Z and Millennial audiences,' said Tash. 'Through this partnership, we are deepening our connection with these digitally native travellers in ways that are relevant and meaningful to their lifestyles.' That connection extends beyond sponsorship visibility into how Saudia is evolving its service proposition. 'Through this partnership, we are creating interactive, digital-first experiences that reflect the behaviours and preferences of younger consumers,' said Tash. 'From onboard streaming and gaming capabilities to curated in-flight content and social media activations, Saudia is embedding youth-centric touchpoints into our brand experience to ensure we remain relevant and top-of-mind for future travellers.' This effort is part of a wider rethinking of what it means to be a modern airline brand. 'This is part of a broader shift in how Saudia is evolving from a national carrier into a lifestyle brand that champions innovation and youth culture,' he added. From sports tourism to storytelling in motion While brand visibility at the Esports World Cup is a given, Saudia's activation goes several steps further – turning the partnership into a tourism enabler. The airline is launching exclusive travel packages for esports fans and tournament guests, combining premium hospitality, curated entertainment and destination marketing. These experiences aren't just perks – they are part of a deliberate strategy to boost both inbound tourism and brand loyalty through seamless, high-quality travel experiences. 'We are leveraging our expertise and capabilities to deliver a seamless and elevated travel experience for tournament guests that embodies the quality of our services, the warmth of Saudi hospitality, and the Kingdom's global appeal,' said Tash. Virtual, visionary and built for culture The virtual signing itself – carried out via an interactive digital platform – is symbolic of where Saudia's marketing ambitions are heading. Rather than simply attach its logo to a trending event, the airline is embracing the language of gaming and digital culture signing its sponsorship not on paper, but in a world built for and by the community it wants to reach. Tash calls it 'a bold move in how brands show up in emerging cultural spaces,' adding: 'Our role in the Esports World Cup is grounded in long-term brand alignment. We intend to engage with this audience on their terms, in their language and in their space.' The long game While the campaign is still unfolding, Saudia sees the partnership as a multilayered opportunity with both short- and long-term value. 'In the short term, we look to achieve increased brand visibility and affinity among younger audiences, both locally and globally,' said Tash. 'We also aim to generate greater interest in Saudi Arabia as a destination for tourism, entertainment and cultural discovery.' But the real win, he adds, lies in the long-term brand transformation: 'We want to be the airline of choice for young travellers, those who see us not only as a carrier but as a brand that understands and reflects their passions – including gaming.'
Zawya
11-07-2025
- Business
- Zawya
Saudia tops YouGov's most recommended brands ranking in Saudi Arabia
Jeddah: Saudia, the national flag carrier of the Kingdom of Saudi Arabia, has once again ranked as the most recommended brand in the Kingdom of Saudi Arabia, according to the "YouGov's Most Recommended Brands 2025" report. This marks the second consecutive year Saudia has claimed the first position, outperforming major brands across multiple sectors in the Kingdom. The ranking is based on consumer perceptions of quality, value, and overall satisfaction. Khaled Tash, Group Chief Marketing Officer, stated: 'Retaining this recognition and maintaining Saudia's leading position in YouGov's index reflects the strength of our brand and our deep understanding of guest preferences. It also underscores the trust placed in our services and products, all of which are designed to elevate the travel experience. Sustaining this trust remains our top priority and continues to drive our ongoing innovation across the aviation sector.' This recognition adds to Saudia's growing list of achievements over the years, reinforcing its position within YouGov's data-driven rankings. The report draws from one of the region's most comprehensive consumer research platforms, spanning the Middle East, North Africa, and South Asia. Additionally, Saudia has previously topped YouGov's Best Brand Rankings in the Kingdom of Saudi Arabia. Saudia is undergoing a comprehensive transformation across its services, driven by innovation and the latest advancements in the aviation industry. By investing in digital applications and artificial intelligence technologies, the airline is implementing a long-term plan that focuses on refining every stage of the travel journey and elevating it to a new global standard.
Zawya
26-04-2025
- Business
- Zawya
Saudia partners with The Ring Magazine as a Heavyweight Sponsor
London: Saudia, the national flag carrier of Saudi Arabia, has announced its new partnership as a Heavyweight sponsor with The Ring magazine, the premier global authority in boxing news and events. This strategic collaboration marks an exciting chapter for Saudia as it aligns itself with one of boxing's most prestigious platforms. Known for its rich history and influence within the sport, The Ring has been at the forefront of boxing journalism since 1922. Khaled Tash, Chief Marketing Officer at Saudia Group, said: "We are thrilled to partner with The Ring magazine. This sponsorship reflects Saudi Arabia's strategic emphasis on investing in sports as a catalyst for national development and international engagement. By connecting the Kingdom's audience to prestigious global sports platforms like The Ring, we are enhancing our engagement with international sports communities and promoting cultural exchange." In the presence of H.E. Advisor Turki Alalshikh, Chairman of the Board of Directors of the General Entertainment Authority, the agreement was signed by Ibrahim Binaquil, Head of Marketing at Saudia Group and Nour Ahmedien, Chief Operating Officer of The Ring, ahead of the highly anticipated Eubank vs. Benn fight at Tottenham Hotspur Stadium in London. As part of this agreement, Saudia will be prominently featured across various media channels associated with The Ring magazine including print editions, digital platforms, and major boxing events covered by their team. The partnership aims not only to enhance brand visibility but also to foster cultural exchange between the Kingdom's vibrant community and international audiences passionate about boxing. By bringing the world to the Kingdom, Saudia is committed to connecting fans more closely with the sport they love, creating unforgettable experiences that resonate with both local and global boxing enthusiasts. About Saudia: Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East's largest airlines. Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleets. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia. A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012. Saudia was recently recognized as the World's Most Improved Airline 2024 by Skytrax, marking the third time it has received this accolade, alongside 14 other distinguished awards. Saudia has also been awarded the "World Class Airline 2024" for the third consecutive year at The APEX Official Airline Ratings™ awards. Additionally, also ranked top among global airlines for best on-time performance (OTP) according to a report by Cirium. For more information on Saudia, please visit
Zawya
17-04-2025
- Business
- Zawya
Saudia's brand value reaches $1.1bln with remarkable 34% growth
Jeddah: Saudia, the national flag carrier of Saudi Arabia, has achieved a significant milestone, reaching a brand value of $1.1 billion, a remarkable 34% increase from the previous year. This achievement underscores Saudia's commitment to innovation and excellence within the global aviation industry. Brand Finance, a leading independent brand valuation consultancy, has recognized this growth as part of its comprehensive annual report on airline brands globally for 2025. The assessment considers various factors including business performance, strategic initiatives, and audience perception to determine overall brand strength. Key achievements contributing to this success include Saudia Group's landmark deal with Airbus for 105 new aircraft enhancing fleet capabilities; the innovative BLVD Runway theme park that captured unprecedented engagement across the Kingdom; recognition by Skytrax as 'World's Most Improved Airline 2024'; consistent high On-Time Performance (OTP) rates; and other numerous awards for outstanding guest experience—all reinforcing Saudia's reputation for excellence. Khaled Tash, Chief Marketing Officer of Saudia Group said: "Achieving a brand value of $1 billion is a testament to our strategic initiatives and operational excellence, as well as the unwavering trust and loyalty of our guests. At Saudia, we are committed to pushing the boundaries of innovation in aviation, ensuring that every journey with us is a step towards excellence." Notably, Saudia first entered the Brand Finance Top50 global airline brand value ranking in 2021 with an initial valuation at $506 million. Since then, it has more than doubled its brand value over these four years and now holds position #32 in this prestigious ranking. About Saudia: Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East's largest airlines. Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleets. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia. A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012. Saudia was recently recognized as the World's Most Improved Airline 2024 by Skytrax, marking the third time it has received this accolade, alongside 14 other distinguished awards. Saudia has also been awarded the "World Class Airline 2024" for the third consecutive year at The APEX Official Airline Ratings™ awards. Additionally, also ranked top among global airlines for best on-time performance (OTP) according to a report by Cirium. For more information on Saudia, please visit
Zawya
13-02-2025
- Business
- Zawya
Saudia and Saudi Research and Media Group announce a strategic partnership
Jeddah, Kingdom of Saudi Arabia: Saudia, the Kingdom of Saudi Arabia's national flag carrier, has announced a strategic partnership with Saudi Research and Media Group (SRMG), the largest integrated media group in the Middle East and North Africa. This collaboration aims to offer a selection of the group's curated and premium content, including original productions, exclusive documentaries, and cultural and entertainment programs tailored for guests worldwide, to Saudia's BEYOND in-flight entertainment system. The partnership reflects Saudia's dedication to showcasing local and Arabic content in line with its new era of elevating guest experience. Guests will have access to a diverse range of high-quality Arabic content from the multi-award-winning Asharq News Network which includes Asharq News, Asharq Discovery – a partnership between SRMG and Warner Bros. Discovery, and Asharq Documentary. The handpicked content is designed to engage and inform, and spans a diverse range of genres, including: 'Basma', 'Modon Al Shawar' al Khelfeya', 'Fann Al Amara', 'Diet Master', 'Food Tales,' 'Test Drive Riyadh,' 'Indian Dream', and 'Sam Altman'. Khaled Tash, Chief Marketing Officer of Saudia Group, stated: "The Asharq network's content represents a significant enhancement to our in-flight entertainment system, which now offers over 5,000 hours of programming carefully curated for diverse guest demographics and available in more than 16 languages. Our primary goal is to champion local and Arabic content, enhancing guests' overall in-flight experience." Bassil Almouallimi, SRMG's Chief Strategy and Commercial Officer, said: "Our partnership with Saudia reflects SRMG's commitment to delivering innovative and enriching content to audiences worldwide. With Saudi Arabia's air traffic reaching approximately 128 million passengers in 2024 - an increase of 15% year-on-year, this collaboration ensures that Saudia guests stay informed, engaged, and connected to the stories shaping our region and the world." BEYOND, Saudia's innovative in-flight entertainment system, provides a rich interactive experience with multiple language options and subtitles, ensuring an engaging journey for guests worldwide. About Saudia: Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East's largest airlines. Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleet. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia. A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012. Saudia was recently recognized as the World's Most Improved Airline 2024 by Skytrax, marking the third time it has received this accolade, alongside 14 other distinguished awards. Saudia has also been awarded the "World Class Airline 2024" for the third consecutive year at The APEX Official Airline Ratings™ awards. Additionally, also ranked top among global airlines for best on-time performance (OTP) according to a report by Cirium. For more information on Saudia, please visit ABOUT SRMG SRMG is the largest global integrated media group from the Middle East. With a 50+ -year legacy responsible for many regional firsts, SRMG has built a portfolio of over 30 outlets – including Asharq Al-Awsat, Asharq Network which includes Asharq News and Asharq Business with Bloomberg, Arab News, Independent Arabia, Sayidaty and Hia – which bring quality news and information to an audience of millions across four continents and in seven languages. Through its network, SRMG provides access to today's biggest stories, boldest ideas and brightest minds – helping people understand their world better. A champion of regional creativity, ideas and innovation, SRMG has now expanded beyond media - diversifying its business to include book publishing, events and experiences, research and advisory, content production and more. Leveraging its experience and knowledge of the region - and supported by global talent and partners - SRMG aims to unlock the possibilities of the future. For more information, please visit:
