Led by CEO Sultan Al-Sheikh, SMC Vibes hosted Robert Hardie, Vice President - Brand and Customer Experience along with Starbucks and Alshaya executives, on a tour at Al-Awwal Park stadium. The tour provided comprehensive insights into the venue’s infrastructure, facilities and its signature fan experience on matchdays.
The partnership exemplifies SMC Vibes’ strategic approach to modern sports investment, focused on long-term collaborations with global brands that add operational and commercial value. It also aims to diversify revenue streams at Al-Awwal Park through commercial activations, while enhancing the venue’s appeal for hosting major events in line with the rapid growth of Saudi Arabia’s sports and entertainment sector. Choosing Starbucks, which operates more than 1300 stores in 10 countries in the region, is a strategic move to ensure reliable, high-quality services capable of handling large-scale events and audiences, improving operational efficiency, and delivering a seamless fan experience.
This collaboration highlights the shared commitment of both parties to continuous innovation and delivering premium experiences that exceed audience expectations, supporting the growing investment momentum in Saudi Arabia’s sports sector. It represents a forward-looking model that goes beyond traditional sponsorships by combining operational excellence with global standards in serving visitors at Al-Awwal Park, while reinforcing Starbucks’ presence as a leading global brand recognized for quality, excellence, and sustainability.
About SMC Vibes:
SMC Vibes is a leading company in the sports and entertainment investment sector in Saudi Arabia, offering comprehensive services that include sports and entertainment sponsorships, brand integration across events, intellectual property and franchise management, and stadium advertising solutions. Its services also encompass sponsorship strategy development, local representation, sales, execution, and asset and opportunity analysis.
SMC Vibes holds the rights to manage and operate King Saud University Stadium (Al-Awwal Park) and is an official partner to prominent organizations such as the Saudi
Arabian Football Federation (SAFF) and Spanish club Almería, reflecting its status as a key player in sports investment at regional and international levels.
The company leverages long-term partnerships with global brands to deliver high-quality products and services, ensuring an integrated fan experience that meets the highest international standards.
SMC Vibes’ strategy aligns with major investment trends and transformative projects in the region, while contributing to Saudi Arabia’s Vision 2030 by promoting sports and entertainment investment and supporting the Kingdom’s leadership and sustainable value creation in the regional and global arena.
For more information about SMG Vibes, please contact: vibes@smc.me
About Starbucks in MENA
Starbucks® Coffee Company, the international coffeehouse and roastery chain, operates in the Middle East and North Africa (MENA) region as a licensed franchise under the umbrella of Alshaya Group, one of the leading brand franchise operators. Starbucks has been present in Saudi Arabia for over 25 years with over 450 stores across 29 cities in the Kingdom and is supported by more than 6,000 partners, over 40% of which are Saudi nationals. Driving business growth in the kingdom with over 60 local suppliers.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores.
To learn more about Starbucks, go to mena.starbucks.com.
