Unlocking the potential of Saudi Arabia's dynamic football scene, Perfetti Van Melle MEAP, Wavemaker MENA, Saudi Media Company (SMC), and MBC Media Solutions (MMS) have joined forces in a groundbreaking four-party agreement to elevate sports engagement to new heights Riyadh, December 19, 2023: Perfetti Van Melle’s Mentos Gum was announced as the sponsor of Al-Awwal Park stadium in Riyadh following the signing of two Memorandum of Understandings (MoU) on Monday. As part of the MoUs, Mentos Gum will have branding and product placement rights across the stadium, for a whole year. Al-Awwal Park Stadium is the home of Al Nassr FC, which is a leading football club in Saudi on a national level. Al-Awwal Park receives around 25,000 attendees per game and has more than half a million attendees per season. As part of the partnerships, Mentos Gum will also be featured in squeeze-in and squeeze-out graphics during all matches aired on TV and key show football programs on MBC channels. The first MoU was signed between Mentos Gum and the Saudi Media Company (SMC) by Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle and Khalid Alkhudair, the CEO of SMC (Saudi Media Company) The second MoU was signed between Rouhana from Perfetti Van Melle, Marc Ghosn, Regional Managing Director at Wavemaker MENA and Ahmed Al Sahhaf CEO of MBC Media Solutions (MMS), the commercial arm of MBC Group. Commenting on the signing, Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle, said: “Earning the title as a sponsor of Al-Awwal Park Stadium marks a pivotal moment for Perfetti Van Melle’s Mentos Gum. This partnership not only aligns with our commitment to innovation and excellence but also solidifies our presence in the vibrant sports landscape of Saudi Arabia. It perfectly aligns with our aspirations to contribute to the ambitions of the Saudi Vision 2030 program. We look forward to creating refreshing and memorable experiences for fans throughout the year." Meanwhile Khalid Alkhudair from SMC said : It is exciting times to work and collaborate with a global partner such as Mentos and we look forward to bringing great engagement and experiences to our stadium. Ahmed Al Sahhaf CEO of MMS said "We're thrilled to be a key player in this partnership, placing Mentos front and center in the Kingdom's most beloved sport. Our dedication remains unwavering in providing brands with unmatched opportunities to become an integral part of cherished moments in the lives of our viewers. Together, we're geared up for an exciting journey of collaboration and celebration, not just within the world of football but beyond, embracing a broader spectrum of shared experiences." Marc Ghosn, Regional Managing Director at Wavemaker MENA, stated, “We are proud to facilitate Perfetti Van Melle’s Mentos exposure in this exciting arena with SMC and MMS. This collaboration is a testament to the dynamic landscape of sports in Saudi Arabia, and we are proud to play a key role in enhancing the brand's visibility and engagement within this passionate and impactful community."

For further information, please contact:

Layal Takieddine Noor Nazzal Head of Marketing Marketing and PR Manager MBC Media Solutions MBC Media Solutions Layal.Takieddine@mms.net Noor.Nazzal@mms.net +97143912975 +97143912975

About MBC Media Solutions (MMS) MMS is an in-house commercial advertising and sales unit launched in 2020 in partnership between MBC Group and Saudi Media Company. MMS offers data-driven integrated media solutions across television, radio, digital and OTT platforms, keeping MBC Group at the forefront of the media industry— enabling brands and clients to connect with their audiences through premium content that drives growth through data, technology and talent. In addition to representing all MBC Group channels & platforms—including Al Arabiya, Shahid, MBC FM & Panorama FM— MMS is also the exclusive advertising representative of the Saudi Sports Company.

About Wavemaker     We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and technology. The Wavemaker way is globally consistent. Fuelled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales. Our 7,000 people across 88 markets have the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses.       We are a part of GroupM, WPP’s global media investment management company. Discover more on wavemakerglobal.com, Twitter and LinkedIn.    

About Saudi Media Company (SMC): SMC is a leading Saudi media company in the advertising industry, sales and marketing solutions offering the latest innovative. advertising opportunities across various platforms in the MENA region. SMC represents advertising sales representation, marketing. & content acquisition and production consultancy for Saudi Broadcast Authority TV, Radio, Digital & Social Channels. SMC is also responsible for advertising sales representation & rights management for many brands. We are a Strategic Media Catalyst, industry leaders in advertising. media sales, and marketing solutions. It’s within our DNA to spark. creative result-driven thinking and deliver quality services to ensure. clients reach and engage with the right audiences across the properties and products we oversee.

About Perfetti Van Melle:

Perfetti Van Melle (PVM) is a privately owned company that manufactures and distributes confectionery and chewing gum in more than 150 countries. PVM is a global leader in the confectionery industry, thanks to delighting consumers around the world with its innovative, diverse and most loved products.

The company boasts a diverse portfolio of iconic local and internationally recognized brands cherished by generations such as Mentos, Chupa Chups, Alpenliebe, Airheads, Center, Fruit-tella, Big Babol, Vivident, Golia, Vigorsol, Smint and Frisk. In addition, Trident, Hollywood, Dentyne, Stimorol, V6 and Bubblicious in the United States, Canada and Europe