Middle East Round Up - NEOM, PIF, MBC Group, Emirates & DP Tour, AC Milan and more...
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The Middle East Round Up is a regionally focused newsletter from The Sports Playmaker, bringing you the latest news stories from the sports industry across this emerging and hugely important market.
In this edition...
We hope you learn something new, find some inspiration, or simply appreciate some light reading!
NEOM Project Shifts Focus to Sports Venues Amid Rising Costs
Saudi Arabia is reprioritizing its NEOM megaproject to focus on essential elements for hosting high-profile sporting events, as rising costs prompt a re-evaluation of ambitions. The decision to scale back on some of the original plans follows the departure of NEOM’s long-serving CEO, Nadhmi al-Nasr, highlighting the project’s shift under new leadership.
NEOM, a massive Red Sea development nearly the size of Belgium, is at the heart of Crown Prince Mohammed bin Salman’s Vision 2030—a roadmap to diversify the kingdom’s economy beyond oil dependency. Originally announced in 2017 as a $500 billion endeavour, NEOM includes a variety of zones from logistics to residential areas. However, spiralling costs—particularly for its high-tech linear city, “The Line”—prompted a scaling back of plans.
PIF Expands Media and Sports Influence with Majority Stake in MBC Group
Saudi Arabia’s Public Investment Fund (PIF) is set to acquire a 54% majority stake in MBC Group, the country’s leading media conglomerate, for SR7.46 billion ($1.99 billion), according to a recent filing. This acquisition includes the entirety of a stake previously held by Istedamah Holding, representing 179.55 million shares. MBC confirmed that the deal is still subject to various conditions and regulatory approvals, noting that it will be completed as a negotiated transaction in line with Saudi Exchange procedures.
Emirates Extends DP World Tour Partnership Through 2031
Dubai-based airline Emirates has renewed its long-standing partnership with the DP World Tour, securing its role as the tour’s Official Marketing Partner and airline through 2031. This seven-year extension reinforces Emirates' commitment to golf, a sport that aligns with the airline’s strategy of connecting with high-value audiences worldwide.
Under the extended agreement, Emirates will maintain a visible presence across DP World Tour events, including the prestigious DP World Tour Championship held annually in Dubai. Emirates’ sponsorship grants it access to comprehensive branding opportunities throughout the season, enhanced by media and digital platform integration, along with premium hospitality and exclusive Pro-Am experiences.
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AC Milan Expands Middle East Presence with New Academy in Bahrain
AC Milan continues to grow its footprint in the Middle East, announcing the launch of a new youth academy in Bahrain in partnership with the Nasser Centre for Science and Technology (NCST). This new venture marks the club’s first-ever “AC Milan Academy Pro” in Bahrain, located at the NCST facility in Askar.
The partnership was officially inaugurated at a ceremony at Casa Milan, where AC Milan’s Chief Commercial Officer Maikel Oettle and NCST CEO Dr. Abdulla Naser Al-Noaimi signed the agreement, signalling the beginning of this strategic collaboration.
M&C Saatchi Sport & Entertainment Expands to the Middle East to Capture Growing Sports and Entertainment Market
M&C Saatchi Sport & Entertainment, a global powerhouse in connecting brands with audiences through sports and entertainment, has announced its entry into the Middle Eastern market. This strategic expansion supports the agency’s vision to serve a rapidly growing demand in one of the world’s most dynamic regions for sports and entertainment. With a two-decade legacy and high-profile partnerships with brands like adidas, Barclays, and UEFA, M&C Saatchi Sport & Entertainment specializes in connecting brands with what people love.
The UAE branch marks the agency’s seventh international location and follows a proven track record of delivering impactful campaigns that foster brand relevance and captivate audiences.
Our partners at the?Middle East Sports Investment Forum (MESIF)?have announced their portfolio of events for 2025, which includes an intimate VIP Roundtable event in Riyadh, Saudi Arabia on 7th?January and their flagship event, which returns to London, England on 7th-8th?May.
Working in partnership with the Saudi Ministry of Investment, MESIF events attract senior decision-makers from around the world, creating an unparalleled environment for industry leaders, investors, policymakers, and sports professionals to connect and share insights, explore opportunities, and shape the future of sports investment in the region.
The Sports Playmaker is delighted to can offer exclusive rates to participate in these unique industry events. Please quote TSP15%OFF at point of booking or contact us direct to find out how you can take advantage.