The Business Year

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Saudi Arabia currently offers unlimited opportunities for sports, sports presentation, sports marketing, and sports sponsorship for those companies looking to position themselves accordingly.

Jed Moore

CEO, Performance 54 Group

Performance54 was established in 2015 with the vision of changing the perception of golf as best we could and providing our clients with a fresh and more creative approach when engaging the end consumer. Since then, we have been seeking to do exactly that with some of the biggest brands, events, destinations, governing bodies and investors in the sport; helping to build brand awareness, drive product sales, enhance product education and deliver real ROI from sponsorship investment. In more recent years, we have been able to expand our horizons into other sports, taking the same approach to new frontiers where the goal of creating better connection to consumers is also the priority. This growth has taken us into boxing, football, motorsports and rugby. We have always taken a full-service approach, meaning we offer all of our clients a full suite of marketing and event management services, everything from digital strategy to partnership activation and PR & communications to data analysis. We can not only identify gaps and opportunities that others may not be able to see, but also compose and execute broad-based solutions.

Dave McCann

Partner, RISE

RISE was established in 2015, and we have been working in Saudi Arabia since then. As a commercial services consultancy, we work broadly in two main areas. First, we have a Public Private Initiatives (PPI) division that supports the public sector. It is led by another Partner, Hekmat Dahabi. Our PPI clients include the Royal Commission for Riyadh City, the Riyadh Metro, King Abdullah Financial District, The Royal Commission for Makkah, The Ministry of Municipal and Rural Affairs, and so on. We work with those clients to help them unlock commercial revenue across their asset portfolios. The biggest example of that was with the Royal Commission for Riyadh City, where we were successful in helping them create and commercialize the Riyadh Metro through Riyadh Metro Naming Rights. Our sports, culture, and entertainment practice works with both brand and rights holder clients to deliver data-driven, sustainable solutions across the sponsorship, events, and hospitality industries. We have done a great deal of work with rights holders in the Kingdom to help develop and take to market their commercial programs.

Hatem Hammour

Managing Partner, hala partners

HALA PARTNERS’ focus is on maximizing and optimizing the sponsorship and partnership programs for rights holders and brands. Our aim is to implement that across sports, culture, entertainment, and esports and tailored to the Middle East. As we founded hala partners mid-pandemic, we took the first six months to establish our standardized partnership lifecycle, our various Ips, and identify how we could position ourselves uniquely in this niche industry. This, with a strong focus on providing an an-to-end solution to our clients, from strategy to execution and reporting. We are proud to have built a strong, passionate, and growing team and have had the honor of supporting various clients on exciting projects in our first year, including the Saudi Sports for All Federation, Misk Foundation, Saudi Tourism Authority, and MRSOOL Park & Live Nation, to name a few. Our partnership lifecycle is set around a standardized, yet flexible approach, that can be duplicated across many segments where brands partner up with rights holders.

Ahmed AlMashhadi

Founder, Yalla Sponsor

Yalla Sponsor Provides sponsorship advisory services such as developing and pricing assets, packaging, sales and account management for high-value intellectual properties. We observed huge demand from SMEs and small content providers such as athletes, sports teams, and new venues seeking sponsorships. Yalla Sponsor came about as a marketplace serving both large-scale content creators and IPs, as well as small-scale focused target audience. Our platform caters to a wide range of segments, not only to groups but also individuals who could be represented by agents. These athletes have a certain influence over many people and significant followers. In turn, brands are willing to sponsor these athletes, aligning with what they represent and customizing their brand’s culture and image accordingly. Therefore, sponsoring is not merely about brand awareness, but supporting the athlete in greater achievement. And that reflects positively on the brand in ways that give back to local content. Our vision is for Yalla Sponsor to become a global company that serves this sector, bridging the gap between brands, and intellectual properties for the sole purpose of accelerating Vision 2030.

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