Khaled Bin Alwaleed Backs Sports Innovation Pitch Contest
Saudi Arabia’s Sports for All Federation (SFA), which is chaired by Prince Khaled, has partnered with global sportswear company ASICS to support sports innovation in KSA.
In a new step to support sports innovation and digital transformation in the Kingdom, global sportswear company ASICS, in collaboration with Saudi Arabia’s Sports for All Federation (SFA)—chaired by KBW Ventures founder and CEO Prince Khaled bin Alwaleed bin Talal—has launched the first competition of its kind for startups in Saudi Arabia.
The initiative aims to accelerate the development of digital solutions that promote physical activity and public health, in line with the goals of Saudi Arabia’s Vision 2030 to encourage an active and healthy lifestyle. The competition targets Saudi startups that integrate technology and fitness, with ASICS and the SFA calling on local entrepreneurs to submit innovative digital products or solutions that encourage movement and improve well-being.
Applications are open from June 16 to July 31, 2025, with finalists invited to present their pitches live in Riyadh on November 2. To qualify, startups must have been founded at least two years ago, offer a market-ready product or service, and be registered or primarily operating in Saudi Arabia.
Six startups will be selected for the final stage, where they will receive mentorship and networking opportunities with ASICS’ global teams in marketing, research, and development. ASICS will also cover travel and accommodation costs for two representatives from each selected startup to participate in the final pitch day.
The top three companies will be given opportunities for direct collaboration with ASICS, and the first-place winner may receive investment and a long-term partnership through ASICS Ventures, the company’s corporate investment arm.
This is the first initiative of its kind by ASICS in the Kingdom, highlighting the brand’s growing presence in the Saudi market, following the opening of its first store in Riyadh in 2023 and partnerships with major local sporting events such as the Riyadh Marathon.
On the competition website, ASICS stated, "This initiative aims to uncover new digital solutions that empower people in Saudi Arabia to move for their health and happiness. It reflects our philosophy: A Sound Mind in a Sound Body."
The initiative also aligns with the Kingdom’s Vision 2030 goals to increase weekly participation in physical activity by leveraging innovation to build a healthy and active society.
Startups can apply on the official ASICS competition website here by July 31, 2025.
