Growing Middle East Market Helps Consulum Launch Maydan Sports

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.

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.

As the region attracts more mixed martial arts and boxing events, its calendar through 2034 has filled with this year’s WTA Finals, the 2027 FIBA World Cup and Olympic Esports Games, and its second FIFA World Cup in 12 years. As governments invest in stadiums, sports infrastructure, and the privatization of teams at home, sovereign wealth funds—which now account for 24% of all global sports investments—they also make their presence felt abroad.

Among Saudi Arabia’s Public Investment Fund (PIF) investments are sports streaming platform DAZN, the Professional Fighters League (PFL) mixed martial arts promotion, and LIV Golf. Qatar Sports Investments’ (QSI), meanwhile, holds a stake in Monumental Sports, which owns the NHL’s Washington Capitals, the NBA’s Washington Wizards, the WNBA’s Washington Mystics, and D.C.’s Capital One Arena.

“With the world’s eyes firmly on the region, the potential for all stakeholders—from governments and brands to local youth and communities—is immense,” said Dr. Craig Wilkie, managing director of Maydan Sports. “Maydan Sports is designed to drive this momentum and ensure our clients’ sporting agendas deliver enduring impact.”