JEDDAH: Al-Ittihad Club, the oldest sports club in the Kingdom of Saudi Arabia, continues to strengthen its position as a leading national sports institution that not only achieves championships on the field, but also strives to make a positive impact beyond its walls.
At the conclusion of the 2024–2025 season, which saw a 10th Saudi Pro league title win, the club presents an inspiring model of sustainable corporate social responsibility.
Under the supervision of the club’s nonprofit organization, the Social Responsibility Department has implemented more than 42 quality initiatives targeting people, the environment and the community, both locally and internationally. These efforts align with the Kingdom’s Vision 2030, which aims to build a vibrant society, a thriving economy and an enhanced quality of life for all within an ambitious nation.
These initiatives reflect a clear leadership vision, firm strategic support and almost three consecutive years of consistent, institutional CSR activity, shaping Al-Ittihad into a national role model for sustainable development through sport.
Strategic Support from Club Leadership
This success was driven by the vision of Al-Ittihad Chairman Loay Mishaby, who made social responsibility a strategic priority for the club, not just as a symbolic commitment, but also as a pillar of its institutional identity.
The chairman’s vision was supported by the board of directors, who helped expand the reach and depth of initiatives through robust oversight, strategic facilitation and enabling public-private partnerships.
“This season, our goal at the nonprofit organization was to amplify our reach and deepen our impact through inclusive and meaningful CSR programs,” said Dr. Faisal Basha, board member of Al-Ittihad Club.
“By collaborating with more sponsors and partners who share our values, we were able to host a diverse range of events that brought joy and connection to fans across all walks of life. We are grateful to every entity that supported our vision of using the club’s platform to serve the community, promote inclusion and inspire a lasting positive change.”
Executive Leadership with Long-Term Impact
On the operational front, Ahmed Sadig Diab, CSR manager at Al-Ittihad for the past seven years, continued to lead the club’s community programming with a focus on sustainability and long-term social benefit. For almost three years, Diab has directed a well-structured CSR strategy designed to address actual community needs while building strong partnerships with public and private sectors, in line with national development priorities.
This year, the program experienced strategic growth thanks to the involvement of Ms. Dania Al-Maeena, CEO of the nonprofit organization at Al-Ittihad.
Under her leadership, the institutional framework of CSR was strengthened by expanding alliances with national charities and development organizations, optimizing program design and execution, and ensuring the long-term social value of every initiative, particularly in the areas of education, empowerment and environmental responsibility.
Al-Maeena said: “At Al-Ittihad Club, we believe football is more than a game — it’s a powerful platform to connect hearts and serve the community. This season, we expanded our CSR initiatives to reach all segments of our fans, including people with special needs and dedicated volunteers. We created opportunities for them to meet their favorite players, engage with them up close and enjoy meaningful moments within the club.
“Our commitment remains strong: To make Al-Ittihad a club that welcomes everyone and makes each individual feel like a true part of its story,” she added. “We focused on the Kingdom’s 2030 Vision strategy, with initiatives centered around developing capabilities, achieving environmental sustainability and empowering society, through effective partnerships and engaging volunteers for a vibrant society and an ambitious nation.”
Strategic Alignment with Saudi Vision 2030
All CSR initiatives this season were carefully aligned with Saudi Vision 2030, especially its pillars of “A Vibrant Society,” “A Thriving Economy” and “An Ambitious Nation.” The club made deliberate efforts to design programs that contribute directly to these national goals — from youth empowerment and quality-of-life improvements to environmental stewardship, volunteer engagement and education.
Educational and awareness programs empowered children and youth through football and learning, while health and humanitarian initiatives promoted public well-being and reinforced social solidarity. The club’s partnerships with government entities and NGOs served as a practical model of how sports institutions can directly contribute to national transformation.
Environmental Leadership: A Global First at COP16
One of the club’s most significant milestones this season was becoming the first sports club in the world to officially take part in the UN COP16 Conference, which focused on combating desertification and preserving vegetation. The event, held in Riyadh, saw Al-Ittihad organize a dedicated matchday activation where players were joined by children wearing the conference’s branding, with support from SAFE Security.
Additionally, Al-Ittihad partnered with Roshn to launch a marine environmental initiative, cleaning coastal areas and raising awareness about ocean preservation — reinforcing the club’s commitment to sustainability and green initiatives.
Ramadan of Generosity: “Fekkat Reeq” and Eid Clothing Drives
During Ramadan, the club implemented the “Fekkat Reeq” campaign, distributing more than 10,000 Iftar meals across 10 cities in Saudi Arabia in collaboration with Nama Charity and sponsored by Roshn. The initiative targeted workers, travelers and underserved communities, highlighting the club’s humanitarian commitment.
Al-Ittihad also collaborated with Kiswat Farah Charity to organize the Eid Clothing Drive, which saw wide engagement from fans and first-team players alike, while the distribution of Ramadan food baskets reached dozens of families in need — echoing the club’s core values of generosity and compassion.
Empowering Special Needs and Raising Awareness
As part of its commitment to inclusivity and special needs empowerment, Al-Ittihad organized its fourth consecutive Autism Awareness Program, benefiting more than 40 children through sports and arts activities focused on early detection and community integration.
A recreational day for early childhood students was also held at the club, engaging 50 children in interactive, football-themed learning experiences.
In October, Al-Ittihad partnered with Zahra Association and Roshn for a Breast Cancer Awareness Campaign, during which 22 children walked onto the pitch with players, and the team captain wore a pink armband to symbolize solidarity with patients and survivors.
Education and Career Empowerment
As part of its commitment to youth education, the club partnered with KidZania to deliver a unique edutainment experience for 100 children, allowing them to play and learn in a football simulation environment styled with the club’s identity.
On the career development front, Al-Ittihad hosted a Job Guidance Forum in partnership with the Human Resources Development Fund, attended by more than 80 job seekers who received guidance on leveraging government employment initiatives, supporting the “Thriving Economy” pillar of Vision 2030.
International Outreach: Zaatari Refugee Championship
Affirming its belief that humanitarian work knows no borders, Al-Ittihad took part in the Zaatari Championship for refugee children, organized under the Saudi Arabian Football Federation and King Salman Humanitarian Aid and Relief Center featuring eight Saudi clubs. Al-Ittihad’s U-12 team won the title, but the greater impact was the construction of a dedicated locker room reflecting the club’s identity, and the installation of a large viewing screen — bringing joy and a sense of belonging to children living in the camp.
Volunteerism: Contributing to the Million Volunteers Goal
Aligned with Vision 2030’s national target of reaching 1 million volunteers per year, Al-Ittihad registered more than 320 volunteers on the National Volunteering Platform. These individuals contributed to the club’s events, logistics and campaigns, helping build a culture of civic engagement and responsible participation among youth and fans.
Sports Beyond the Pitch
Al-Ittihad’s initiatives aim to demonstrate that football is more than just a game; it is a powerful platform for positive social transformation. With visionary leadership from Mishaby, and professional on-ground leadership by Diab and Al-Maeena, Al-Ittihad has elevated CSR from a supporting function into a core strategic pillar of the club’s identity.
The 2024–2025 season will be remembered not only for victories on the field, but also for the lasting impact made in the lives of children, families, volunteers and communities, all in alignment with the values and aspirations of Vision 2030.
