Saudi singer Shargeeya, born Sarah Alsaihati, is representing the Kingdom's culture on the global football stage this summer through a performance at a FIFA fan event in Atlanta and a starring role in Adidas' latest campaign for the Saudi national team's kit.
Performance at FIFA Fan Event
On June 20, Shargeeya performed for football fans in Atlanta as part of the celebrations surrounding the FIFA World Cup 2026, which is being co-hosted by the United States, Canada, and Mexico. Her performance offered attendees a taste of contemporary Saudi music while celebrating the Kingdom's deep passion for football, ahead of its hosting of the FIFA World Cup in 2034.
Adidas Campaign Starring Role
In addition to her live performance, Shargeeya has become one of the faces of Adidas' campaign for the Saudi national team's latest World Cup kit. Shared across social media, the campaign places Saudi creativity and identity at its center. Shargeeya models the jersey alongside other figures from the Kingdom's cultural scene. "It was genuinely such an honor to be part of the @adidasarabia campaign for this year's World Cup jersey. So excited for what's coming and proud to be repping Saudi," she posted on Instagram.
Broader Trend in Sports Marketing
The collaboration reflects a broader trend in global sports marketing, where brands are increasingly turning to musicians, artists, and content creators to tell stories that extend beyond the game itself. By featuring a Saudi singer rather than a footballer alone, the campaign highlights the growing intersection between sport, fashion, and entertainment.
Shargeeya's Background
Shargeeya has built a reputation as one of the Kingdom's emerging musical talents, attracting audiences with a style that blends contemporary sounds with influences from Saudi heritage and culture. Born in 2002, the artist spent part of her childhood in Los Angeles. After a stint in Lebanon, she returned to the Kingdom before moving to New York. Shargeeya is one of a handful of Arab artists performing at FIFA-related events across the host nations. Last week, Palestinian-Chilean singer Elyanna and Canadian singer Nora Fatehi, who has Moroccan roots, performed at one of three opening ceremonies in Toronto.
