COCA-COLA MIDDLE EAST CHAMPIONS SPORTS INTEGRITY AND DIVERSITY AT SIGA SUMMIT IN DUBAI

Coca‑Cola Middle East was proud to be an official partner of the recent SIGA (Sport Integrity Global Alliance) Summit on Female Leadership in Sport, held in April 2025 in Dubai – and taking place for the first time in Asia. The event gathered global leaders to discuss integrity, leadership, and inclusivity in sports.

At the event, Cynthia Karam, Senior Director of Public Affairs, Communications & Sustainability at Coca‑Cola Middle East, delivered a keynote presentation. She shared the company’s vision for supporting fairness and equal opportunities across the sports ecosystem in the region. Karam emphasized Coca‑Cola’s commitment to using sports as a platform to inspire communities.

Karam also highlighted Coca‑Cola’s growing involvement in sports throughout the Middle East, including partnerships and programs that create new opportunities for youth, especially women.

Karam also spoke on Coca‑Cola’s growing presence in Middle East sports through impactful partnerships and initiatives such as Toumouhi (My Ambition) in partnership with Education for Employment (EFE) in Saudi Arabia. The program supports young Saudi women by providing training, mentorship, and career development in sports and wellness.

These regional efforts build on Coca‑Cola’s global heritage in sports. Coca‑Cola has a longstanding history of championing women in sports both on and off the field. Since the inaugural tournament in 1991, Coca‑Cola has supported every FIFA Women’s World Cup.

Learn more about Coca‑Cola’s Sport & Entertainment partnerships