Bupa Arabia Cooperative Insurance has kicked off a new era of fan engagement by partnering with Thmanyah, a subsidiary of Saudi Research and Media Group (SRMG), one of the Kingdom’s leading media and digital content platforms, to sponsor Saudi Pro League coverage during the 2025 and 2026 seasons.

This strategic collaboration reflects Bupa Arabia’s vision of making healthcare and well-being part of everyday life by engaging with millions of football fans—the Kingdom’s most passionate community—while also supporting the broader goals of Vision 2030 in promoting healthier, more active lifestyles.

“Football is the heartbeat of Saudi Arabia, and we are proud to connect healthcare with this passion. Through our partnership with Thmanyah, we aim to inspire healthier lifestyles while being part of the moments that bring fans together. This initiative also extends our CareConnect platform, bringing health and wellness closer to fans both on and off the field,” said Tal Nazer, Bupa Arabia.

This partnership will deliver broad and intelligent audience reach: more than 2,500 brand exposures across 306 matches, alongside hundreds of episodes of studio and feature programs. With advanced demographic targeting and AI-powered performance analytics, every campaign will be designed to maximize impact, reach, and relevance for diverse audiences.

By entering the football space through a trusted media partner, Bupa Arabia extends its “Care Beyond Walls” vision and enhances its CareConnect platform, reinforcing its role as a purpose-driven brand. This partnership bridges the excitement of sport with healthcare awareness, ensuring football fans stay connected to wellness wherever they are.