New Al-Khoolood Owner Criticizes “Meaningless” & Horrific-Looking Kit Sponsors in Saudi Pro League

American investor Ben Harburg, who recently became the first foreign owner in the Saudi Pro League after taking over Al-Khoolood Club, has made headlines for his strong stance on football sponsorships.

Ben Harburg of Al-Khoolood Searches For Aesthetic New Sponsor

In a detailed post, Harburg criticized the global football sponsorship model as “unregulated,” “monopolistic,” and “superficial,” arguing that most deals bring “no real value” to either clubs or sponsors. Instead, he outlined a plan for Al-Khoolood to involve its community directly in the sponsorship process, emphasizing transparency and mutual benefit.

Harburg did call out the "global football sponsorship model," but it’s clear that he had the Saudi Pro League in mind. Freedom of expression in Saudi Arabia is restricted, so he needs to be cautious.

Al-Khoolood 25-26 Kits

The statement came alongside an image of Al-Khoolood’s sponsor-free kit, featuring the later-added Arabic phrase “شعارك هنا” (“Your logo here”) - a symbolic invitation to potential partners. The club’s clean look stands in sharp contrast to the cluttered, logo-filled shirts that have become common across the Saudi Pro League and widely disliked by fans.

Harburg insists that every riyal from sponsorships will go directly toward developing the team, staff, and infrastructure, rather than flashy branding.

Could this approach mark a new era for sponsorships in Saudi football? Let us know in the comments below.