MMS Sports Connects Brands with Regional Sports Enthusiasts

MBC Media Solutions (MMS), the commercial arm of MBC Group, hosted an exclusive event in Dubai on April 28 to highlight the growing influence of sports in the MENA region, its potential for brand engagement and how brands can harness it to unlock powerful new opportunities, accelerate business performance. 

The gathering brought together advertisers, agencies, and media partners to explore MMS Sports' offerings—an initiative launched in May 2024 to consolidate advertising opportunities across premier sporting events from SSC, MBC Group, and Al Arabiya. This platform enables brands to connect with sports audiences across TV, Shahid VoD, radio, digital, and social media channels.

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. 

Keynote speaker Richard Addington, Agency Partnerships Lead at MMS, introduced the MMS Sports proposition, emphasizing 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.