M&C Saatchi Sport & Entertainment unveils MENA expansion

M&C Saatchi Sport & Entertainment has announced its expansion into the Middle East.

The UK full-service agency has described its entry into the UAE as a response to ‘growing client demand in one of the world’s most rapidly expanding sport and entertainment markets.’

The agency, which has won a record six FEVO Sport Industry Agency of the Year Awards, will replicate its service model, delivering integrated campaigns across sponsorships, PR, social, digital, content, and activations in what will be the agency’s seventh global offer since its establishment in 2004.

The offer will be led by M&C Saatchi Sport & Entertainment London’s Managing Partner, Ross Watson, who will ‘export his expertise running multi-market campaigns’ and will be supported by Rasha Lambe, UAE Business Director, who will spearhead client work locally.

M&C Saatchi UAE has kicked off its work in the Middle East by inking a partnership with AC Milan and its Middle East hub, Casa Milan Dubai.

Ross Watson, said, “There is a real opportunity to bring our specialism and approach to brands based in the Middle East where we can combine the global knowledge and experience of our London HQ with local market expertise through a uniquely blended team of passion specialists giving clients exactly what they are looking for- global thinking with local nuance.”

M&C Saatchi UAE CEO, Scott Feasey, commented, “Now is the ideal time to launch Sport & Entertainment in the GCC- a market experiencing remarkable growth and gaining global recognition. This new offering not only complements our existing services but also positions us to significantly amplify the impact of brands in this thriving sector. I’m very excited to welcome the agency to the region.”

The news comes on the same day that the agency released its second Fancom trend report, reflecting on the summer of sport and culture, which can be accessed via its website.

UK CEO Laura Coller added, “June to September were landmark months for us. In the sport space alone, we delivered campaigns for the EUROS, working directly with UEFA as well as with adidas, for the Olympics with our clients the IOC as well as Old El Paso and Dreams, and with Barclays for Wimbledon. We’ve pulled our learnings into the second issue of our Fancom trend report, which offers clients insights into how to effectively speak to the multiple, converging communities within the passion spaces we occupy.”

“This second issue of the report is all about Togetherness, a key theme across the summer’s biggest cultural moments. To bring that theme home, we’ve invited our colleagues from M&C Saatchi Sport & Entertainment’s international offices to contribute- London, North America, Berlin, Amsterdam, Sydney and Johannesburg- making it our first global Fancom issue.”