Growing Middle East Market Helps Consulum Launch Maydan Sports

  Rassegna Stampa, Social
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As sports investment and growth in the Middle East heat up, supporting firms like Consulum are making big moves to accommodate the region’s glut of games.

A Middle East and North Africa (MENA) strategy and communications firm that became part of the Stagwell global network in 2024, Consulum today launched Maydan Sports at Stagwell’s Sport Beach during the Cannes Lions International Festival of Creativity. With help from other Stagwell agencies, Maydan Sports is designed to help MENA organizations build their brand around the world while making their mark in the region through various sports.

Among the Stagwell partners pitching in:

  • Consulum, which has sports strategy and communications experience in the region.
  • Global communications firm Allison Worldwide, which worked on PR for the 2022 FIFA World Cup in Qatar.
  • Augmented reality firm ARound, which has worked on experiential campaigns for leagues including MLB, NFL, NBA, and MLS, as well as their sponsors.
  • Media agency Assembly, which has developed sporting event and league campaigns in the region.
  • Digital media agency Code and Theory, which has already partnered with the NFL, USTA, and MLB.
  • Sports marketing and commercial strategy firm Gold Rabbit Sports, whose roster of clients includes the Kansas City Chiefs, MLS, and sports sponsors around the world.

One of the latest sports offerings at Cannes Lions, Maydan Sports combines global and regional expertise in sports marketing, communications, experiential marketing, brand partnerships, and technology at a time when the Middle East is investing significant amounts in sports and seeing major events move into the region.

As economic pressures push many holding companies to scale back at Cannes Lions, Stagwell is doubling down on its high-profile Sport Beach activation.

A report from PwC, released in April, found that sports is a $600 billion industry in the Middle East, and it is set to grow by 8.7% during the next three to five years. Driven by Saudi Arabia’s Vision 2030, the United Arab Emirates’ Vision 2031, and Qatar’s National Vision 2030, both Formula 1 and Formula E have held events in the region since 2018—with F1 alone hosting races in Bahrain, Saudi Arabia, and Abu Dhabi in 2025.

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