In a groundbreaking initiative for women’s sports in Saudi Arabia, the Saudi Arabian Women’s National Football Team has partnered with global brand Rexona to launch the motivational “We’re Coming” campaign, celebrating the ambition, resilience, and rising influence of women’s football in the Kingdom.
This marks the first major activation under their partnership, making it the first official sponsorship of Saudi Arabia’s women’s national football programme. The collaboration aims to boost the sport at both grassroots and professional levels.
Celebrating Determination and Progress
The “We’re Coming” campaign highlights the determination of the national team and the dreams of young girls inspired by them. Through compelling visuals and personal stories, it portrays the team’s commitment to breaking barriers and achieving their goals, sending a strong message of perseverance and empowerment across the Kingdom.
A Meaningful Partnership
For Rexona, the campaign represents more than marketing it’s a commitment to supporting women in sports. The initiative aligns with Rexona’s global efforts to empower female athletes and celebrate movement, strength, and determination.
From the perspective of the Saudi Arabian Football Federation, this partnership amplifies the rapid growth of women’s football. Since the launch of the women’s programme in 2021 and the SAFF Women’s Premier League in 2022, participation has increased significantly, engaging tens of thousands of girls nationwide.
The campaign comes at an exciting time for the national team, which recently reached its highest FIFA ranking and is preparing for upcoming continental qualifiers. Beyond the sporting arena, “We’re Coming” communicates a wider cultural message: Saudi women’s ambition, talent, and contributions deserve recognition and celebration, inspiring the next generation to pursue their dreams.