DUBAI: Saudi singer Shargeeya is bringing the Kingdom’s culture to the global football stage this summer, combining a high-profile performance at a FIFA fan event in Atlanta with a starring role in Adidas’ latest campaign for the Saudi national team’s kit.
The rising artist, whose real name is Sarah Alsaihati, performed for football fans on June 20 as part of the celebrations surrounding the FIFA World Cup 2026, which is being hosted across the US, Canada and Mexico.
Her performance in Atlanta offered fans a taste of contemporary Saudi music while celebrating the Kingdom’s passion for football ahead of its hosting of the FIFA World Cup in 2034.
Away from the stage, the singer has also become one of the faces of Adidas’ campaign for the Saudi national team’s latest kit. Shared across social media, the campaign places Saudi creativity and identity at its center, with Shargeeya modeling 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.
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 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 a part of her childhood in Los Angeles. After a stint in Lebanon, she returned to the Kingdom before moving to New York.
Shageeya 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.
