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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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Sports

Tennis Players Move Push for Pay and Reforms into New Grand Slam Council

A general view of Ben Shelton of the United States in action against Alexander Zverev of Germany in their Men's Singles Final match on Day Fifteen of the 2026 US Open at USTA Billie Jean King National Tennis Center on September 13, 2026 in the Flushing neighborhood of the Queens borough of New York City. (Getty Images/AFP)
A general view of Ben Shelton of the United States in action against Alexander Zverev of Germany in their Men's Singles Final match on Day Fifteen of the 2026 US Open at USTA Billie Jean King National Tennis Center on September 13, 2026 in the Flushing neighborhood of the Queens borough of New York City. (Getty Images/AFP)
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Tennis Players Move Push for Pay and Reforms into New Grand Slam Council

A general view of Ben Shelton of the United States in action against Alexander Zverev of Germany in their Men's Singles Final match on Day Fifteen of the 2026 US Open at USTA Billie Jean King National Tennis Center on September 13, 2026 in the Flushing neighborhood of the Queens borough of New York City. (Getty Images/AFP)
A general view of Ben Shelton of the United States in action against Alexander Zverev of Germany in their Men's Singles Final match on Day Fifteen of the 2026 US Open at USTA Billie Jean King National Tennis Center on September 13, 2026 in the Flushing neighborhood of the Queens borough of New York City. (Getty Images/AFP)

Top tennis players ‌said on Monday they would cease to publicly campaign for greater influence and financial benefits from the four Grand Slams, choosing instead to pursue their objectives through a new Player Advisory Council.

Players launched their campaign in March 2025 for a greater voice in Grand Slam decision-making, more player welfare funding and a larger share of tournament revenues, including a proposal for them to receive 22% of tournament revenues as prize money.

The campaign gained momentum this year as players cut short pre-tournament media duties at the French Open and Wimbledon in protest, while ‌the Grand Slams ‌have all increased prize money amid growing pressure ‌from ⁠the group.

The players ⁠said the agreement on a council and the progress toward their key objectives marked a "significant step" forward.

"The players will now work directly with the Grand Slams to establish the council, through which players themselves will be directly consulted and able to negotiate on an ongoing basis," the group said in a statement.

The group acknowledged that the Grand Slams ⁠had yet to meet players' target of receiving 22% ‌of tournament revenues by 2030, but ‌said prize money had risen significantly since the campaign began last year.

Prize pots ‌have risen across the majors, with this year's purses reaching $79.92 million ‌at the Australian Open, $71.56 million at the French Open, $86.79 million at Wimbledon and a record $108 million at the US Open.

The group estimated that more than $30 million of recent prize-money increases across the majors exceeded historical growth trends ‌and welcomed a French Open proposal to link payouts to tournament profits.

Players said they would let the ⁠formally established council ⁠pursue their outstanding objectives through engagement with the four Grand Slams.

They also welcomed the US Open becoming the first Grand Slam to commit $2 million toward player welfare, saying they hoped the contribution would increase over time and prompt similar proposals from the other three majors.

"This stands as a testament to the gains made possible by concerted, unified player action in an individual sport, and by constructive dialogue with the Grand Slams and tournament organizers," the statement added.

"The players look to the Council to build on this progress and continue pursuing the aims not yet fully achieved.

"Players reserve the right to restart the campaign should the council fail to deliver on these aims."

Sports

Lamine Yamal Says Mbappe His Only Rival for Ballon d’Or

13 September 2026, Spain, Valencia: Barcelona's Lamine Yamal celebrates scoring his side's second goal during the Spanish Primera Division match between Levante UD and FC Barcelona at Estadio Ciudad de Valencia. (dpa)
13 September 2026, Spain, Valencia: Barcelona's Lamine Yamal celebrates scoring his side's second goal during the Spanish Primera Division match between Levante UD and FC Barcelona at Estadio Ciudad de Valencia. (dpa)
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Lamine Yamal Says Mbappe His Only Rival for Ballon d’Or

13 September 2026, Spain, Valencia: Barcelona's Lamine Yamal celebrates scoring his side's second goal during the Spanish Primera Division match between Levante UD and FC Barcelona at Estadio Ciudad de Valencia. (dpa)
13 September 2026, Spain, Valencia: Barcelona's Lamine Yamal celebrates scoring his side's second goal during the Spanish Primera Division match between Levante UD and FC Barcelona at Estadio Ciudad de Valencia. (dpa)

Lamine Yamal said ‌his World Cup success with Spain and winning LaLiga with Barcelona should give him the edge over Real Madrid's Kylian Mbappe in the race for the Ballon d'Or.

France striker Mbappe was the top scorer at the World Cup, as well as in LaLiga and the Champions League, ‌and said ‌last week no player ‌was ⁠better than him ⁠last season, though he failed to win any silverware.

Lamine was named LaLiga's best player in 2025-26 as Barcelona successfully defended the title and later played a key role in ⁠Spain winning the World Cup ‌in North America.

"I ‌honestly believe there are two of us ‌who are the best in ‌the world, and this year I’d deserve it because of what I’ve won," Lamine said in an interview clip shared ‌by Movistar on Sunday.

"As far as I’m concerned, Mbappe and ⁠I ⁠are the two best in the world. It’s clear to me and everyone who watches the matches knows it."

Lamine was runner-up to Ousmane Dembele last year, while Mbappe was third in 2023, when Lionel Messi won the award for a record eighth time.

The Ballon d'Or will be awarded in London on October 26.

Sports

African Players in Europe: Algeria’s Belloumi Keeps Hull Fairytale Alive

Hull City's Mohamed Belloumi celebrates after scoring his side's second goal during the English Premier League match between Chelsea and Hull City in London, Saturday, Sept. 12, 2026. (AP)
Hull City's Mohamed Belloumi celebrates after scoring his side's second goal during the English Premier League match between Chelsea and Hull City in London, Saturday, Sept. 12, 2026. (AP)
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African Players in Europe: Algeria’s Belloumi Keeps Hull Fairytale Alive

Hull City's Mohamed Belloumi celebrates after scoring his side's second goal during the English Premier League match between Chelsea and Hull City in London, Saturday, Sept. 12, 2026. (AP)
Hull City's Mohamed Belloumi celebrates after scoring his side's second goal during the English Premier League match between Chelsea and Hull City in London, Saturday, Sept. 12, 2026. (AP)

Algerian winger Mohamed Belloumi scored twice as promoted Hull City stretched an unbeaten Premier League run this season to four matches at the weekend by drawing 2-2 away to Chelsea.

AFP Sport highlights African headline-makers in the major European leagues:

ENGLAND

MOHAMED BELLOUMI (Hull City)

Belloumi struck his first two league goals to continue Hull's honeymoon start to life back in the top flight after a 10-year absence. He scored twice in six first-half minutes with two sweet strikes on his left foot, although his second goal benefited from multiple deflections off Chelsea defenders. His brace secured a point for the third-placed Tigers at Stamford Bridge.

MALICK YALCOUYE (Brighton)

The Mali-born midfielder was on the scoresheet in the Seagulls' 5-0 rout of 10-man Coventry. Yalcouye, who has played for the Ivory Coast under-23 team after being raised in the country, bagged Brighton's second goal in the 51st minute, accelerating away from the Coventry defense to fire home. It was the 20-year-old's second goal this season after also netting in a defeat at Chelsea.

SPAIN

INAKI WILLIAMS (Athletic Bilbao)

Ghana international Williams snatched his team a 1-1 La Liga draw against Elche by scoring from close-range with little over 10 minutes remaining. The 32-year-old striker got the lightest touch on the ball to brush it home while two defenders tried to block him. It was his first goal of the campaign.

ITALY

AKOR ADAMS (Venezia)

Adams put bottom club Venezia ahead at home to Fiorentina, but a Franco Mastantuono hat-trick helped the visitors to a 4-2 Serie A victory. The Nigeria striker unleashed a shot from just inside the box to bring temporary joy to the strugglers.

GERMANY

CHRISTIAN KOFANE (Bayer Leverkusen)

Kofane's classy 18th-minute strike was not enough as Leverkusen were held to a 2-2 draw at Augsburg. The 20-year-old Cameroon striker collected a long pass from Burkinabe Edmond Tapsoba and cooly guided a low shot into the bottom right corner to open the scoring.

SERHOU GUIRASSY (Borussia Dortmund)

Guirassy had two goals chalked off for offside, but still played a crucial role as Borussia sailed to a comfortable 3-0 home victory over Paderborn. Named alongside strike partner Fabio Silva for the first time this season, Guirassy fed the Portuguese near the halfway line and Silva scored the opener after just five minutes.

FRANCE

ABDALLAH SIMA (Lens)

Sima triggered a Lens comeback in a 2-2 Ligue 1 draw at Le Mans by scoring in added time at the end of the first half to halve a two-goal deficit. The Senegal international claimed his first league this season with a header past goalkeeper Ewan Hatfout.