a href="/myfiles/Images/2014/04/17/li01_big.jpg" title=""Football artists" show off their creativity at the "Art of Football" event held in Jeddah recently. — Courtesy photos " "Football artists" show off their creativity at the "Art of Football" event held in Jeddah recently. — Courtesy photos JEDDAH — Celebrating the passion and energy of Saudi Arabia's favorite sport, Pepsi launched an event titled the "Art of Football” at the 21-39 Art exhibition here recently. Named after the geographic coordinates of the city, (21.5433°N, 39.1728°E) 21,39 is a non-profit initiative organized by the Saudi Art Council, a group of local art enthusiasts who wish to contribute to the local community through promotion of art and culture. Talal El-Khalil, general manager of PepsiCo GCC Beverages Business Unit, said: “We are delighted to partner with the Saudi Art Council to support homegrown talent, and we are very proud of the local artists who impressed us with their creativity and passion during the event.” He added: “Initiatives such as the ‘Art of Football' position Pepsi as a leader in supporting local talents in the Kingdom of Saudi Arabia. With this brilliant campaign that fuses art with football, we are giving people an opportunity to indulge in a unique creative experience that truly represents Pepsi's continuous quest for excellence and innovation as part of our commitment to the local community.” The “Art of Football” is a global concept that originated in London last February, where world renowned photographer Danny Clinch collaborated with six emerging artists from around the world to create six masterpieces, bringing together photography, football, and street art. The event featured a live painting segment where the audience witnessed a local group of artists execute a 7mX3m painting on one of the event walls. The audience also took home personalized souvenirs that were hand painted by local artists. "21-39" seeks to maintain and develop creativity that has — for decades — seen Jeddah at the forefront of Saudi Arabia's contemporary art scene. — SG
