SFA Launches Innovation Pitch with Japan’s ASICS to Empower Sports Participation Through Digital Innovation in Saudi Arabia
The Saudi Sports for All Federation (SFA) launched today in collaboration with Japan's ASICS Corp. an exciting start-up pitch initiative designed to cultivate innovative digital solutions in Saudi Arabia that encourage greater participation in sports and physical activity.
The ASICS Innovation Pitch invites Saudi-based start-ups to pitch digital solutions that inspire movement and improve wellbeing under the theme: "Sports × Digital." This initiative holds the potential to transform the start-up landscape in Saudi Arabia. Six finalists will be chosen through a document screening process, with July 31,2025 set as the final deadline for pitch submissions. The final pitch event is scheduled for November 2025.
SFA, ASICS Ventures Corporation, and ASICS SA Marketing LLC (ASAM) will spearhead the program, with the winning start-ups entering into a business collaboration with ASAM, aiming for rapid implementation and meaningful social impact. The partnership reflects SFA's efforts to collaborate with international partners in support of Saudi Arabia's sporting ambitions.
Launched in 2016, Saudi Vision 2030 outlines a bold plan to diversify the economy and improve the quality of life for Saudi citizens by increasing public participation in sports and athletic activities. The program is considered to be a pivotal driver to fulfilling physical activity national targets, as Saudi Arabia aim to increase participation for Adults segment to reach 64%, being active for a 150min weekly, and younger population to reach 21%, being active for an hour daily.
SFA has initiated innovative programs to spur sporting activity in the Kingdom and expand its reputation globally as a sports leader through leading state-of-the-art national achievements. It also reflects SFA's efforts to support community sports with digital solutions, including the highly successful "Move Your World" campaign, which recorded 590 million steps and over 330 million impressions, a testament to the power of collective action in promoting physical activity.
ASICS Innovation Pitch marks ASICS' first start-up program in Saudi Arabia but not its first partnership with SFA. In 2022, SFA signed a Memorandum of Understanding (MoU) with ASICS, focusing on knowledge-sharing and expertise exchange in areas such as developing sports groups, organizing sports events, and conducting marketing research.
In 2024, ASICS Arabia became a strategic partner, taking on a prominent role as a key sponsor of the Riyadh Marathon, an event that attracted over 40,000 participants that year.
