PUMA Teams Up with Eastern Flames FC: A Big Win for Women’s Football in Saudi Arabia

Global sports brand PUMA has signed a three-year partnership with Eastern Flames FC, Saudi Arabia’s women’s football club. The deal covers official team kits, training wear, and merchandise, making Eastern Flames the first women’s side in the region to secure a major global sportswear sponsor.

Founded in 2006 in Dammam, Eastern Flames FC is widely regarded as the birthplace of women’s football in Saudi Arabia. What started as a small initiative has grown into a professional club competing in the Saudi Women’s Premier League. Adding to its significance, the team is owned and run entirely by women.

As part of the deal, PUMA will design the club’s home, away, and third kits. The new gear reflects the club’s identity and highlights its role as a pioneer for women in sports. According to a club representative, the partnership allows PUMA to promote football culture across the Middle East while supporting female athletes with the same energy and respect given to their male counterparts.

Eastern Flames FC Chairwoman and CEO Maram AlButairi described the partnership “a perfect match,” emphasizing that it represents more than sponsorship, it’s about empowering women in football on a global scale. According to Taner Seyis, Managing Director of PUMA Middle East, the Flames’ journey since 2006 has touched more than 10,000 people. For both partners, the focus now is on giving young women a platform to dream bigger and play stronger.

With Emirati Women’s Day celebrated two days ago, the message couldn’t be timelier. What’s happening in Saudi Arabia echoes a broader movement across the Middle East, including in the UAE. women are now changing the game from the inside out

Conclusion

For fans of Eastern Flames FC, this is exciting news. With Puma coming on board and both sides planning fresh community initiatives and fan engagement. For fans the future of women’s football in the Middle East looks brighter than ever.