MBC Media Solutions (MMS) spotlights the influence of football in the region and  its unmatched ability to connect brands with  millions of  fans across the region.

Dubai, UAE, April 29, 2025: MBC Media Solutions (MMS) hosted an exclusive event in Dubai, to explore the growing power of sports in the MENA region and how brands can harness it to unlock powerful new opportunities to connect with audiences and accelerate business performance. 

The event brought together advertisers, agencies, and media partners for an immersive experience that spotlighted the region’s booming sports landscape. 

During the event, which took place on April 28th, speakers took the stage to highlight MMS Sports’ exclusive sports content opportunities, and innovative media solutions, which are designed to connect brands with passionate sports audiences.

MMS launched its sports brand ‘MMS Sports’ in May last year to bring together advertising solutions across the most prestigious sporting events, matches, and shows from SSC, MBC Group & Al Arabiya under one umbrella, offering unparalleled opportunities for brands to connect with the vast and passionate sports-loving audience in MENA wherever they watch, be it on TV, Shahid VoD platform, radio, digital or social media. 

As the sports landscape continues to thrive across Saudi Arabia and the wider region, the event offered clients a unique opportunity to explore how MMS’s Sports brand ‘MMS Sport’ is harnessing the power of premium content, data-driven insights, and integrated media solutions to drive business results. 

The day opened with a keynote from Richard Addington, Agency Partnerships Lead at MMS, who outlined the MMS Sports proposition and the range of opportunities available for brands to reach passionate sports audiences through strategic media and content offerings. 

Ramzi Ghanem, Client Growth Lead at MMS, followed with a session on valuable insights into the sports audience in MENA, revealing how MMS uses proprietary data and methodologies to measure engagement, behavior, and media effectiveness across platforms. 

Mathieu Yarak, Head of Data at MMS, then shared valuable insights into the sports audience in MENA, revealing how MMS uses proprietary data and methodologies to measure engagement, behavior, and media effectiveness across platforms. 

The gathering reinforced MMS Sports’ position as a leading media partner for advertisers seeking to connect with highly engaged audiences through the power of sport, offering actionable strategies for brands looking to turn fan passion into business results.