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Alshaya Group’s Aura Loyalty Programme Announced as Official Sponsor of the Kuwait Football League (Under-20)

07 Sep 2025

Alshaya Group is proud to announce that its award-winning loyalty programme, Aura, is the official sponsor of the Kuwait Football League (Under-20). This sponsorship underscores Alshaya’s commitment to supporting Kuwaiti youth and fostering the next generation of athletes, with the league now carrying the name Aura League by Alshaya.

The announcement was made during a special event at Alshaya’s headquarters, attended by Sheikh Ahmad Yousef Al-Sabah, President of the Kuwait Football Association (KFA), Saleh Alshaya, President of Apparel at Alshaya Group, senior KFA officials, along with sports leaders and media representatives.

Football has long been more than a sport in Kuwait. It is a unifying passion that inspires teamwork, discipline, and ambition. Through this sponsorship, Alshaya aims to provide young players with a platform to showcase their talent, pursue their sporting dreams, and represent Kuwait with pride.

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By sponsoring the Aura League, Alshaya Group is expanding its connection with a dynamic and diverse audience - young people, their families, and the wider community - reinforcing its role as a business that contributes positively to Kuwait’s social, cultural, and sporting life.

Sheikh Ahmad Yousef Al-Sabah, President of the Kuwait Football Association, added: “We are delighted to welcome Aura as the official sponsor of the Kuwait Football League (Under-20). Our mission has always been to create opportunities for young athletes to grow, develop, and achieve their sporting dreams. Partnering with Alshaya Group and Aura allows us to connect football with everyday life and strengthen the bond between fans, families, and the sport they love. Together, we are building a league that embodies ambition, discipline, and teamwork - and sets a strong foundation for the future of Kuwaiti football.

“This partnership reflects our belief in the power of youth to shape a stronger tomorrow,” said Saleh Alshaya. “Aura has quickly become the most engaging loyalty programme in the region, rewarding millions of customers while connecting them to the best of Alshaya’s brands. Through this sponsorship in our home market, Kuwait, Aura goes beyond shopping and rewards - it becomes part of the community, celebrating young talent and supporting Kuwaiti football as a true expression of passion and ambition.”

Launched in Kuwait in 2022, Aura has quickly become one of the region’s leading loyalty programmes, winning the Best Loyalty Programme Middle East – 2025 at The International Loyalty Awards. With more than 10 million members across five markets - Kuwait, Saudi Arabia, the UAE, Qatar, and Bahrain - Aura has established itself as a trusted rewards partner. In Kuwait alone, Aura boasts 1.72 million members, who are among the most engaged and loyal across all markets.

Company overview 

Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world's leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers.

Alshaya Group's portfolio extends across MENA, Türkiye and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business.

Operating in multiple sectors including Apparel, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences.

Fresh, modern and relevant, Alshaya's constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be. Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang's, The Cheesecake Factory, The Body Shop, M.A.C, Victoria's Secret, Boots, Pottery Barn and KidZania.