The Saudi Arabian Football Federation sent an RFP to SPORTFIVE and other major sports marketing agencies. Their ask was to rebrand SAFF itself as well as the Saudi national teams and the national cup competitions. 
Our response was to elevate Saudi Arabian Football to new heights by creating a ‘Kingdom of Brands’ that reflected SAFFs core principles of being a modern, dynamic and progressive footballing nation, without forgetting its heritage. 
The Kingdom of Brands architecture, gave us the opportunity to refine and enhance the existing SAFF brands & assets, in order to make them consistent and coherent, whilst also allowing each brand to be distinct in its own right.
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