Hala Partners tapped for 2026 Asian Indoor and Martial Arts Games in Riyadh
Middle East sports and entertainment consultancy Hala Partners has been appointed by the Saudi Olympic and Paralympic Committee as a partner for the Asian Indoor and Martial Arts Games.
Now into its sixth edition, the 2026 event will take place in Riyadh at the end of the year, with athletes from 45 countries to compete across a range of sports including everything from basketball, boxing, and squash to taekwondo, ju-jitsu and judo.
Appointed by the Saudi Olympic and Paralympic Committee (SOPC), Hala Partners will serve as the 2026 Asian Indoor and Martial Arts Games’ exclusive partnership agency for its regional debut, covering sponsorship strategy, sales, and partner management.
It won’t be Hala Partners’ first rodeo, so to speak. The consulting firm, which describes itself as an ‘independent commercial sponsorship agency’ that builds and delivers partnership solutions for brands and rights-holders across the GCC and beyond in the areas of sports, culture, entertainment and E-sports, has had a hand in numerous regional events since its formation in 2020.
Just recently, the firm advised ROSHN on its renewed brand partnership with LIV Golf Riyadh 2026, having served the local real estate developer on a number of other sponsorship deals as portfolio manager. Hala has also played a role in delivering a range of other showcases to the Middle East, including the WTA and Next Gen ATP finals and FIBA’s 3×3 World Tour.
The 2026 Asian Indoor and Martial Arts Games (AIMAG) will however serve as a dress rehearsal as sorts for the 2034 Asia Games, which will be hosted in the Kingdom in the same year as the 25th FIFA World Cup. Some of those athletes of the former might return for the latter, with AIMAG also featuring several Asia-specific sports like Muay Thai alongside other niches such as Teqball.
As the 2026 AIMAG’s ‘exclusive partnership agency’, Hala Partners will be tasked with overseeing and negotiating commercial rights to the event, including sponsorship and hospitality packages and the like, as well as ensuring onboarded partners are satisfied with their investment and exposure, such as to VIP access and specific activations which increase visibility.
Formed in 2020 by co-managing partners Fred Lachapelle and Hatem Hammour out of now US-owned RISE Group, Hala Partners says on its website; “As a one-stop-shop, we cover partnership strategy, packaging and pricing, sales, partner management, activation, and evaluation across our various clients,” with BMW, SMC, Audi and Decathlon featuring among that mix.
