Dentsu launches sports analytics arm in MENA
Dentsu has launched Dentsu Sports Analytics (DSA) in the Middle East and North Africa (MENA), expanding its global footprint with a focus on data-driven sports marketing solutions tailored to the region's fast-growing sports and entertainment sector. The move signals the company's continued investment in helping brands harness the power of analytics to better engage with fans and stakeholders across the sports ecosystem.
Leading this new regional hub is Samah Raydan, who has been appointed Vice President, DSA MENA. Based in Saudi Arabia, Raydan will spearhead the platform's operations and strategic development, bringing with him over 15 years of industry experience across marketing, partnerships, digital strategy, and consultancy. His extensive track record includes senior roles at Wasserman, formerly CSM Sport & Entertainment, where he managed high-profile sports marketing campaigns, as well as at Saudi Telecom Company (stc), where he played a key role in major sponsorship activations with global football clubs and helped launch award-winning digital platforms.
DSA, formed in 2023 under Dentsu Sports International, offers research, evaluation, and insights to brands, rights holders and agencies, aiming to unlock greater value and drive performance across sports and entertainment. The launch in MENA is a direct response to the growing demand for advanced analytics and fan intelligence in a region undergoing a rapid transformation in sports investment and infrastructure, particularly with major initiatives such as Saudi Arabia's successful bid to host the 2034 FIFA World Cup.
The expansion into MENA also follows the 2024 entry of Dentsu Sports International into the region, bringing together the agency's global sports and entertainment capabilities under one cohesive brand to serve media, sponsorship, and cultural engagement needs more effectively.
Alex Gummer, Senior Vice President of Dentsu Sports Analytics, said: 'The introduction of Dentsu Sports Analytics to MENA is a natural evolution of our offering in a region where data-led decision-making is becoming central to how brands engage with fans. Samah's leadership and deep understanding of the regional landscape will be key to delivering impact for our clients. We're excited to bring this capability to market at a time when the sports and entertainment sectors are undergoing such dynamic transformation.'
Samah Raydan, Vice President, Dentsu Sports Analytics MENA, added: 'There's never been a more exciting time to be working in sport in this region. From Saudi Arabia's successful bid to host the 2034 FIFA World Cup to the rapid growth of domestic leagues, entertainment properties, and global partnerships, the MENA sports landscape is evolving at pace. With Dentsu Sports Analytics, we have a unique opportunity to bring world-class data and insight to help brands and rights holders navigate this transformation and connect more meaningfully with fans.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
9 hours ago
- Zawya
Qatar: Lusail Tram records 10mln in ridership
Qatar Railways Company (Qatar Rail) has announced that the Lusail Tram network has recorded a new milestone in ridership, transporting more than 10 million passengers since the launch of its service in January 2022. This milestone reflects the growing public confidence in the Lusail Tram system among both residents and visitors, reinforcing its role as a dependable and efficient mode of daily transportation, especially during major events and special occasions throughout the year, the company said in a press release on Saturday. The Lusail Tram service officially commenced in January 2022 with the launch of seven stations on the Orange Line. In April 2024, the network saw a major expansion with the opening of the Pink Line and the completion of all Orange Line stations. Early this year, Qatar Rail further extended the network by inaugurating the Turquoise Line in January 2025. Since the Launch of its services, the Lusail Tram has supported the successful delivery of nearly seven major national and international events, including the FIFA World Cup Qatar 2022, AFC Asian Cup Qatar 2023, New Year celebrations, and more. The integration of the Lusail Tram with the Doha Metro at Legtaifiya and Lusail QNB stations has greatly improved multimodal connectivity across the transit network. This seamless connection allows passengers to transfer effortlessly between the tram and metro systems using a single travel card, without incurring any additional fare. The result is a unified, fare-integrated mobility experience that enhances convenience and accessibility for all 18 December 2022, during the FIFA World Cup Qatar 2022 Final, the Lusail Tram network recorded its highest daily ridership, transporting 33,000 passengers in a single day. According to performance metrics and service quality indicators, the Lusail Tram network has maintained exceptional operational standards since its launch. The overall customer satisfaction rate stands at 99.90 percent, with a total incident frequency rate of 0.00, demonstrating full compliance with the highest international safety standards. The network also achieved 99.18 percent service reliability, 98.10 percent punctuality, and 99.67 percent service availability. Qatar Rail continues to collaborate with the Ministry of Transport and Mowasalat (Karwa) to further enhance the first and last mile connectivity across the tram network. This includes the expansion of the metroexpress service, which plays a key role in supporting tram ridership by providing multiple access options to and from stations. As of now, metroexpress services are available across 12 stations on the Orange and Pink Lines. As an environmentally sustainable transport mode, the Lusail Tram is powered by ground-level electricity supply, features energy-efficient LED lighting, and incorporates advanced electric braking systems. Upon full completion, the Lusail Tram network will consist of 25 stations across four main lines Orange, Pink, Purple, and Turquoise. © Gulf Times Newspaper 2025 Provided by SyndiGate Media Inc. (
Khaleej Times
6 days ago
- Khaleej Times
Saudi golf ambitions soar: Sir Nick Faldo to design championship course at Qiddiya City
Saudi Arabia's momentum in global golf continues to surge with the announcement of a new Sir Nick Faldo signature-designed golf course at Qiddiya City, a major future-forward destination just 40 minutes from Riyadh. Scheduled for completion in 2026, the project will include a world-class clubhouse, a golf academy, and expansive practice facilities, due by 2028. The 18-hole championship layout is set to stand out with its distinctive '3-hole return' routing system, making it more accessible and playable for golfers of all skill levels. Positioned against the towering 200-meter cliffs of the Tuwaiq Mountains, the setting alone promises to deliver one of the region's most visually striking golf experiences. In a move to support grassroots development, Qiddiya City has also announced it will become a global partner of the Faldo Series, the renowned international development pathway for young golfers, founded by Sir Nick nearly 30 years ago. Backing Future Golf Stars The partnership aims to enhance junior golf across the Kingdom and beyond, reinforcing Saudi Arabia's ambition to nurture homegrown talent and introduce more boys and girls to the sport. 'This is a unique opportunity to become involved in one of the most exciting cities being developed today,' said Sir Nick Faldo. 'Our partnership with Qiddiya City brings together the golf community with a whole nation bubbling with energy to be active and try new sports.' Sir Nick is no stranger to the region. His design portfolio includes the popular Faldo Course at Emirates Golf Club in Dubai and Katameya Dunes in Cairo, Egypt, both acclaimed for blending traditional golf strategy with contemporary aesthetics. At Qiddiya, his latest design will integrate innovative features, including floodlights for night play, multiple tee decks for varying skill levels, and a forward-thinking blend of entertainment and competition that appeals to new golfers as much as seasoned players. Qiddiya's Bold Sports Vision The course is part of a broader, ambitious sports and cultural blueprint for Qiddiya. Also on the horizon: the Prince Mohammed Bin Salman Stadium, which will play host to events such as the 2034 FIFA World Cup; a Speed Park Track for motorsports; and a landmark Performing Arts Center - all combining to make Qiddiya a multi-disciplinary global hub. Adding to the Kingdom's growing golf footprint, Golf Saudi has also announced a strategic partnership with Five Iron Golf, a global leader in high-tech, indoor golf experiences. The first Saudi location is set to open in early 2026, joining Five Iron's existing 30 venues across four countries, including the UAE. These ventures are tightly aligned with Vision 2030, Saudi Arabia's national transformation plan, which sees sports, including golf, as central to a diversified, innovation-driven future. The Kingdom has already cemented its international golf presence through partnerships and investments in tournaments with LIV Golf, the Ladies European Tour (LET), and other high-profile events and venues. With this latest wave of development—from elite courses to immersive entertainment spaces—Saudi Arabia is positioning itself not just as a player in global golf, but a leader. As construction moves forward and partnerships deepen, the world will be watching closely. The Qiddiya project and other upcoming ventures represent not just a vision for golf—but a statement of intent for the Kingdom's sporting future.
Al Etihad
24-07-2025
- Al Etihad
First foreign firm takes ownership of Saudi football club
24 July 2025 21:18 RIYADH, SAUDI ARABIA (AFP) A foreign company sealed the purchase of a Saudi football club - a first in the kingdom - the country's Sports Ministry said Thursday, as it announced the privatisation of three teams in the Saudi Pro League. The Harburg Group - led by American Ben Harburg - said it had "officially completed the 100 per cent acquisition of Al Kholood Club, of the Saudi Pro League, as part of the groundbreaking privatisation initiative of Saudi Vision 2030."Last season, Al Kholood finished ninth out of the 18 teams in the Saudi Pro Harburg Group currently owns a 6.5 per cent stake in Cadiz, a club in Spain's second a separate statement, the ministry said: "The first three Saudi sports clubs have been privatised through a public offering - Al Ansar, Al Kholood, and Al Zulfi - with their ownership transferred to investment entities."Saudi Arabia has shaken up football by spending heavily on stars from Europe, starting with Cristiano Ronaldo's move in late 2022, and the desert nation will host the FIFA World Cup in the past two years, Saudi football fans could watch the likes of Ronaldo and Karim Benzema on any given weekend during the Saudi Pro League season in the Saudi football project has drawn comparisons with the Chinese Super League, which imported players on exorbitant salaries until team owners went bust as the Chinese economy fizzled. Sports are a major component of the Vision 2030 reform agenda, which aims to diversify the economy of the world's top crude oil exporter.
