Dentsu Launches Sports Analytics Division in MENA

Dentsu has announced the expansion of its sports analytics division into the Middle East and North Africa (MENA) regions. At the heart of this expansion is the appointment of Samah Raydan as Vice President of Dentsu Sports Analytics (DSA) MENA. Based in Saudi Arabia, Raydan will lead the company’s efforts to grow and establish its analytics presence in this key region, positioning Dentsu as a major player in the sports and entertainment analytics landscape.

Dentsu Sports Analytics, a part of Dentsu Sports International, was established in 2023 to provide state-of-the-art research, evaluation and data solutions designed to support brands, rights holders and agencies across the sports and entertainment sectors. This strategic move aims to cater to the growing demand for data-driven insights within the rapidly developing sports market in the MENA region.

Raydan brings over 15 years of experience in sports and entertainment marketing across the region. Before joining Dentsu, he worked at Wasserman, where he led high-profile campaigns and managed key accounts across the Gulf. His extensive experience also includes senior roles at STC, a major telecom company, where he oversaw sponsorship and activation strategies for prominent global partnerships, including those with Real Madrid and Manchester United.

Additionally, Raydan played a pivotal role in launching several regional subscription video-on-demand (SVOD) and digital platforms during his tenure in the telecom sector, bringing valuable experience in digital transformation and audience engagement.

The launch of DSA in the MENA region coincides with a period of unprecedented investment in sports and entertainment, particularly in Saudi Arabia, which has emerged as a key player in the global sports landscape. This momentum has led to a rising demand for sophisticated, data-driven marketing strategies, as brands seek to enhance fan engagement, maximise ROI and better understand regional audiences.

The establishment of DSA in MENA also complements Dentsu’s broader strategy to integrate its media, creative and experiential services with regional cultural trends. As the sports and entertainment industries continue to command significant consumer attention, DSA’s presence in the region will enable rights holders, sponsors and broadcasters to leverage deep fan intelligence, performance metrics and advanced measurement tools. These capabilities will help optimise marketing efforts, strengthen brand engagement and drive long-term value for stakeholders in MENA’s fast-evolving sports market.