RIYADH, Aug. 26 (Xinhua) -- Chinese company Unilumin Sports and Saudi Arabia's Al Hilal Club Company announced a sponsorship deal in Riyadh on Monday night.
Under the agreement, Unilumin Sports becomes an official sponsor and the exclusive stadium LED display technology provider for Al Hilal. The cooperation will focus on matchday presentation at Kingdom Arena to improve the visual experience and brand communication.
Al Hilal CEO Esteve Calzada told Xinhua that from the very first minute of talks, the two sides realized they shared the same ambition. "It's exactly the kind of partnership we want -- working with leaders in their field," he said.
Calzada added that the latest display technologies would be used to enhance the matchday experience and help strengthen the club's influence across Asia and globally, including forging closer connections with Chinese fans. He said the club was "happy to welcome a Chinese brand as a sponsor."
On implementation, Calzada said the LED system would be integrated into the full match rundown, including goal celebrations, player introductions and sponsor showcases. "The giant screens have become a reference in the industry and will significantly enhance fans' immersive experience," he noted. He thanked Chinese fans for their support and said he hoped more would become Al Hilal supporters.
Ruan Jian, general manager of Unilumin Group's marketing system, said the cooperation marks an important beginning for the company's club sponsorships in the Middle East. "Having focused more on Europe in the past, Unilumin now regards Saudi Arabia as a key entry point into the region's sports market," he said.
Ruan added that Unilumin will provide a comprehensive solution, including LED displays, control systems and stadium lighting, with designs tailored to Middle Eastern cultural elements.
"We invest about 5% of our annual revenue in R&D, integrating AI, content production and control systems with display hardware, aiming to extend the viewing experience from the stadium to the home," he said.
"Al Hilal is one of the biggest clubs in Asia with millions of fans," said Felix Chen, director of Unilumin Sports. "We are honored to bring our LED technology to Kingdom Arena."
As one of Saudi Arabia's most decorated clubs and among the most successful in Asia, Al Hilal expects the partnership to enhance the fan experience while creating more effective channels of communication and interaction with sponsors and supporters.
A single purchase
