M&C Saatchi Sport & Entertainment Open New UAE Office
As the Gulf Cooperation Council (GCC) experiences dynamic growth in sports and entertainment, M&C Saatchi Sport & Entertainment has officially expanded into the Middle East to harness the region's unique opportunities.
Building on its collaborative relationship with M&C Saatchi UAE, the new office will bring the agency's globally recognized Fancom approach to regional audiences, with a focus on nuanced, community-driven connections.
Spearheading this launch is managing partner Ross Watson and UAE business director Rasha Lambe, who will combine their global leadership with regional insight to create impactful experiences for brands and audiences alike.
LBB’s Olivia Atkins speaks with Ross to discuss why now is the right time to establish their presence in the UAE and how they plan to engage Middle Eastern consumers in a meaningful way.
LBB> What motivated M&C Saatchi Sport & Entertainment to expand into the Middle East now, and how does this timing align with the current dynamics of the GCC market?
Ross> Alongside M&C Saatchi UAE, we have been operating in the market supporting local and global clients since the turn of the year, but with more briefs coming in the sport and entertainment landscape, now feels like the right time to officially launch our services and offering as our seventh global office.
LBB> Why was it an ideal moment to launch your sports and entertainment offerings specifically, and what growth trends in the region influenced this decision?
Ross> The region is somewhere we have looked to strategically expand in for a number of years but wanted to pursue organically. Recent client wins and work in the UAE alongside more requests from existing clients to activate in the region have led us to launch our office and services.
LBB> With M&C Saatchi Sport & Entertainment’s experience already existing in major global markets, what unique advantages do you bring to the Middle East that set this expansion apart from other global offices?
Ross> We are lucky to have M&C Saatchi UAE already operating in the region which is one of the leading creative agencies in GCC. Marrying up their local creative excellence and our experience in delivering global and local campaigns in sport & entertainment brings huge opportunities for brands looking to reap the benefits of connecting to consumers through their passions.
LBB> How does the partnership with AC Milan and Casa Milan Dubai exemplify the types of projects and clients you envision for this new branch, and why is this relationship significant for your launch?
Ross> AC Milan has always been a club that leads the intersection of sport, entertainment and culture, one which other clubs aspire to, so we are delighted to be working with them in the region to bring our Fancom approach to the brilliant work they already do.
LBB> In what ways will the Fancom report support your Middle Eastern clients and brands, and how does it reflect the themes and trends relevant to the region’s evolving sports and entertainment space?
Ross> Fancom is a term we introduced at the beginning of the year to represent a shift away from marketing to fans as homogenised groups and into a more nuanced approach that offers a better understanding of how to connect to today’s more discerning consumer while also offering concentric growth opportunities by inviting more communities in. The Middle East has seen huge changes in its culture across sport and entertainment in the last ten years and is in the exciting early stages of Fancom with huge potential as more brands wake up to the opportunities presented by emerging communities of consumers and their passions in the region.
LBB> What do you foresee as the greatest challenges and opportunities in connecting with the Middle Eastern consumer base, especially with regard to sports and entertainment?
Ross> One challenge could be connecting to a local consumer base through their passions when these are imported. One example is the Dubai Basketball team who play in the Euro League with no local Emirati players on the roster, meaning brands and the club need to find new ways and angles to connect themselves and the team to the local consumer base. The growing Saudi Pro League has had an injection of world-class global talent but it’s important clubs and brands prioritise their fans and communities first.
There are many obvious opportunities in the region; particularly across women’s sport and gaming in Saudi Arabia which are areas we specialise in, as well as becoming a growing trend among global music stars playing in the region. The entertainment sector has seen significant growth with the recent launch of the Ushuaia nightclub in Dubai, which Calvin Harris headlined, and the relaxation of drinking laws in Saudi Arabia, which included the opening of the first off-licence and the addition of new entertainment venues as part of Vision 2030.
LBB> How does the addition of Ross Watson’s and Rasha Lambe’s leadership bridge global expertise with local insights, and what roles will each play in shaping the agency’s Middle East strategy?
Ross> Rasha and I bring a purposeful combination of global and local expertise to drive the business forward, supporting both organic growth and new opportunities already underway. We’re already leaders within the network and our presence will help to form a strong foundation as we continue to expand, enhance our offerings and grow the business in the region.
