“I can understand adverts, I can understand building the brand and that sort of thing, but going all in on quite a significant shirt sponsorship deal as your first partnership is a surprising one.
“In the next couple of years, you’re going to see the betting brands on the front of shirt kind of disappear. And that’s where there might be a little bit of a pinch point because those brands from those sectors have typically overpaid,” he added. Saudi Arabia’s addition of a second national airline is a typically ambitious one, led by the former CEO of Etihad Airways, Tony Douglas, who also use to run Heathrow Airport. Given, the image of the airline fits into its modernisation drive too. Saudia, the kingdom’s existing carrier, is seen as a more traditional brand.
“The plan is to equip the new Riyadh Air Dreamliner fleet with state-of-the-art passenger amenities such as high-tech inflight entertainment and more luxurious seating, without a first class cabin – offering affordable fares for a high end passenger experience but in three classes of business, premium economy and economy, all designed to appeal to a savvy, younger, newer global travelling demographic.