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.
The decision to expand into the UAE is driven by the Middle East’s booming sports and entertainment market, where the Gulf Cooperation Council (GCC) countries are experiencing rapid cultural and economic growth. M&C Saatchi Sport & Entertainment aims to leverage its global expertise while tailoring its approach to local passions in this high-growth region.
Ross Watson, Managing Partner at M&C Saatchi Sport & Entertainment London, will head the Middle Eastern operations. With a wealth of experience in multi-market campaigns, Watson is well-prepared to adapt the agency’s global model to engage GCC audiences. Working closely with UAE Business Director Rasha Lambe, who will lead client relations and manage a team of “passion specialists,” the agency is poised to deliver local insight with global impact.
Recognized for its innovation, M&C Saatchi Sport & Entertainment has received numerous industry awards, including 2024 Agency of the Year at the UK Sponsorship Awards and six titles for Sport Industry Agency of the Year. Its expertise spans sponsorships, PR, social media, digital strategy, content creation, and live activations, creating cohesive campaigns that resonate with audiences.
In the UAE, M&C Saatchi Sport & Entertainment will extend the footprint of M&C Saatchi UAE, building on collaborations with prominent brands such as AC Milan and Casa Milan Dubai. This partnership reflects the calibre of clients engaging with M&C Saatchi’s offerings in the Middle East, underscoring the agency’s commitment to growing its presence in the region.