Monday 20 September 2021

SFA, Arabian Centres to turn malls into activity hubs

RIYADH, June 29, 2021

The Saudi Sports for All Federation (SFA) has signed an agreement with Arabian Centres Company, a developer of contemporary lifestyle centres in Saudi Arabia, to activate their malls and turn them into walking destinations for visitors.

The signing ceremony took place at Al Nakheel Mall in Riyadh, attended by SFA President, HRH Prince Khaled bin Alwaleed bin Talal Al Saud and the SFA Managing Director, Shaima Saleh Al-Husseini; alongside Arabian Centres CEO Faisal Abdullah Al Jedaie and the working teams from both entities.

The memorandum of understanding (MoU) will see the SFA host a program of walking events and campaigns at Arabian Centres malls across Saudi Arabia, helping turn the shopping venues into hubs of health and wellbeing for the 109 million annual visitors the malls attract every year.

“Partnering with Arabian Centres to turn their malls into walking destinations is an important move forward for wellness in Saudi,” said Prince Khaled bin Alwaleed bin Talal Al Saud. “This partnership allows for the SFA to bring physical activity to the places where people will already be, rather than expecting them to always have the time and opportunity to go exercise at dedicated venues. This joint activation also demonstrates how easy it can be to build physical activity into your daily routine, whatever your personal circumstances.”

“This collaboration is also a fine example of the private sector partnering up for the benefit of the nation, helping to build a healthy and active community through on-ground engaging initiatives,” he added.

CEO of Arabian Centres Company Faisal Al-Jedaie said: “Arabian Centers’ strategy is based on transforming its shopping centres into fully integrated destinations that meet all the needs and aspirations of society. Our partnership with the Saudi Sports for All Federation is a positive and effective step in promoting  a healthier lifestyle, and make our centers a key destination for practicing walking. Furthermore, we at Arabian Centres aspire to become an effective contributor to building a healthier and more vibrant society.

A walking track has been installed at Nakheel Mall as part of the activation, making it easy for people to take part in and enjoy the events, while the SFA app will feature a dedicated challenge for users who visit the mall.

The SFA app makes it easier for Saudi Arabia’s active community to stay fit and healthy by allowing users to explore, join, create and manage fitness challenges, as well as track their progress by syncing up to devices including Apple Watch, Google Fit, and Fitbit.

By bringing walking events to popular public places, the SFA makes it easier for people to participate in physical activity no matter their age, ability, background, or gender, helping them build healthy habits that they can integrate into their daily lives.

The activations will also provide people with a way to stay active during the summer, with outdoor opportunities limited due to high temperatures a key consideration for the SFA, which is committed to inspiring all members of society to be physically active all year round. – TradeArabia News Service



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