The Saudi Sports for All Federation (SFA) has bagged a haul of awards at the Transform Awards MEA 2021. The wins were testament to the Federation's strong brand appeal and visual identity across the multiple initiatives and campaigns it runs to encourage Saudi society towards a health-first mindset. The SFA unveiled its new brand and visual language in February of last year, celebrating the wave of physical activity sweeping the Kingdom.
The Transform Awards, which have been celebrating the transformative power of branding and rebranding in the Middle East and Africa for the past eight years, announced its 2021 winners at a ceremony in Dubai, United Arab Emirates on the evening of May 24th 2021.
The SFA, together with partner agency Landor & Fitch, scooped Silver for Best Visual Identity from the Lifestyle and Wellbeing Sector, Best Visual Identity from the Public Sector, and Best Brand Development Project to Reflect Changed Mission, Values or Positioning. A Bronze for Best Brand Evolution added to the tally.
"We are very pleased to have won across multiple categories at the Transform Awards MEA. Our wins are a testament to the SFA's agile and powerful messaging to engage its audiences and encourage them to adopt physically active lifestyles. We are committed to creating powerful communications and evolving our brand as we continue supporting the Ministry of Sport objectives and Quality of Life program under Saudi Vision 2030," said Osamah Alnuaiser, Director of Marketing and Communications, SFA.
The Federation continues facilitating sporting opportunities and initiating campaigns encouraging exercise. In recent months, the SFA has launched its Start Now (#ابدأ_الآن) campaign — calling people of all ages, abilities and backgrounds to engage in physical activity; organized the Kingdom's largest T20 cricket tournament; and run the Ehsan Steps Challenge in partnership with SDAIA and Nahdi Medical Company that encouraged people to step forward for charity.