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ASFAR Announces Three-Season Sponsorship Deal with Al-Hilal Club

File photo: Football - Club World Cup - Semi Final - Flamengo v Al Hilal - Grand Stade de Tanger, Tangier, Morocco - February 7, 2023 Al Hilal's Salem Al-Dawsari celebrates scoring their second goal. (Reuters)
File photo: Football - Club World Cup - Semi Final - Flamengo v Al Hilal - Grand Stade de Tanger, Tangier, Morocco - February 7, 2023 Al Hilal's Salem Al-Dawsari celebrates scoring their second goal. (Reuters)
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ASFAR Announces Three-Season Sponsorship Deal with Al-Hilal Club

File photo: Football - Club World Cup - Semi Final - Flamengo v Al Hilal - Grand Stade de Tanger, Tangier, Morocco - February 7, 2023 Al Hilal's Salem Al-Dawsari celebrates scoring their second goal. (Reuters)
File photo: Football - Club World Cup - Semi Final - Flamengo v Al Hilal - Grand Stade de Tanger, Tangier, Morocco - February 7, 2023 Al Hilal's Salem Al-Dawsari celebrates scoring their second goal. (Reuters)

The Saudi Tourism Investment Company (ASFAR), a Public Investment Fund (PIF) portfolio company, has announced a sponsorship agreement with Al-Hilal Saudi Club, one of Saudi Arabia's premier football clubs. The sponsorship deal, which will run for three seasons, reflects ASFAR's commitment to promoting Saudi football and supporting the sports sector.
Under the terms of the agreement, ASFAR will serve as the official sponsor of the Al-Hilal Saudi Club until the end of the 2025/2026 season. The sponsorship aims to drive Al-Hilal Saudi Club's ambitions to win local, regional, and international championships.
The agreement was signed between Dr. Fahad bin Mushayt, CEO of ASFAR, and Sultan Alsheikh, CEO of Al-Hilal Investment Company, SPA reported.
Dr. Fahad bin Mushayt said: "We are pleased with our partnership with the esteemed Al-Hilal Saudi Club. This sponsorship aligns with the ambitious goals of Saudi Vision 2030. It reflects our commitment to achieving one of our strategic objectives related to supporting a vibrant community within Saudi Arabia, particularly in the sports sector. Furthermore, we are keen on encouraging sports enthusiasts, supporting different age groups, and nurturing emerging talents across various sports."
In addition, Sultan Alsheikh expressed his delight in signing this sponsorship, which will support Al-Hilal's journey towards realizing its commercial and marketing aspirations. He emphasized that this sponsorship's objectives align with the targets of the Kingdom's Vision 2030.
ASFAR, which recently launched its operations, aims to develop and build pioneering tourism destinations and projects in hospitality, entertainment, retail activities and restaurants through partnerships with the private sector.
These operations are fully aligned with PIF's strategy, which seeks to unlock the potential of the tourism sector, increase its contribution to Saudi Arabia's GDP, and diversify and enrich the Kingdom's tourism and entertainment experience.
Founded in 1957, Al-Hilal Saudi Club is the most decorated football club in Saudi Arabia and the most successful Asian club in terms of continental championships.

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Swiatek Surprised at ‘Such Harsh Judgements’ After Indian Wells Ball Boy Incident 

Iga Swiatek of Poland shows her frustration to the umpire during her three-set defeat against Mirra Andreeva in their semi-final round match during the BNP Paribas Open at Indian Wells Tennis Garden on March 14, 2025 in Indian Wells, California. (Getty Images/AFP)
Iga Swiatek of Poland shows her frustration to the umpire during her three-set defeat against Mirra Andreeva in their semi-final round match during the BNP Paribas Open at Indian Wells Tennis Garden on March 14, 2025 in Indian Wells, California. (Getty Images/AFP)
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Swiatek Surprised at ‘Such Harsh Judgements’ After Indian Wells Ball Boy Incident 

Iga Swiatek of Poland shows her frustration to the umpire during her three-set defeat against Mirra Andreeva in their semi-final round match during the BNP Paribas Open at Indian Wells Tennis Garden on March 14, 2025 in Indian Wells, California. (Getty Images/AFP)
Iga Swiatek of Poland shows her frustration to the umpire during her three-set defeat against Mirra Andreeva in their semi-final round match during the BNP Paribas Open at Indian Wells Tennis Garden on March 14, 2025 in Indian Wells, California. (Getty Images/AFP)

World number two Iga Swiatek said she was not proud of the way she vented her frustration at Indian Wells, where she nearly hit a ball boy after smashing a ball into the ground, but added that she did not expect to receive "such harsh judgements".

The five-times Grand Slam champion was criticized heavily over the incident, which occurred during her 7-6(1) 1-6 6-3 semi-final defeat by eventual champion Mirra Andreeva on Friday.

"It's true - I expressed frustration in a way I'm not proud of. My intention was never to aim the ball at anyone but merely to release my frustration by bouncing it on the ground," Swiatek posted on Instagram on Monday.

"I immediately apologized to the ball boy, we made eye contact, and nodded to each other when I expressed regret that it happened near him.

"I've seen many players bounce balls in frustration, and frankly, I didn't expect such harsh judgements."

Swiatek added that the second half of last year was extremely challenging for her. She accepted a one-month suspension in November having tested positive for banned substance trimetazidine (TMZ).

"When I'm highly focused and don't show many emotions on court, I'm called a robot, my attitude labelled as inhuman. Now that I'm more expressive, showing feelings or struggling internally, I'm suddenly labelled immature or hysterical," Swiatek said.

"That's not a healthy standard - especially considering that just six months ago, I felt my career was hanging by a thread, spent three weeks crying daily, and didn't want to step on the court."