Dentsu has officially introduced Dentsu Sports Analytics (DSA) in the Middle East and North Africa (MENA), expanding its global presence with a focus on data-driven sports marketing tailored to the region’s rapidly evolving sports and entertainment sector. This initiative reflects the company’s commitment to empowering brands to leverage analytics for improved engagement with fans and stakeholders throughout the sports ecosystem.
Samah Raydan has been appointed Vice President of DSA MENA to lead this new regional hub. Operating from Saudi Arabia, Raydan brings over 15 years of expertise in marketing, partnerships, digital strategy, and consultancy. His impressive background includes key roles at Wasserman (formerly CSM Sport & Entertainment), where he oversaw significant sports marketing campaigns, and at Saudi Telecom Company (STC), where he facilitated major sponsorship deals with prominent football clubs and contributed to the launch of award-winning digital initiatives.
Founded in 2023 under Dentsu Sports International, DSA provides research, evaluation, and insights to brands, rights holders, and agencies, focusing on maximising value and enhancing performance within the sports and entertainment sectors. The launch in MENA is a strategic response to the increasing demand for sophisticated analytics and fan insights in a region rapidly advancing its sports investment and infrastructure. This is highlighted by significant endeavours such as Saudi Arabia’s successful bid to host the 2034 FIFA World Cup.
The entry into MENA comes ahead of Dentsu Sports International’s anticipated 2024 launch. The launch aims to unify the agency’s global sports and entertainment capabilities under a single brand, more effectively addressing media, sponsorship, and cultural engagement requirements.
Alex Gummer, Senior Vice President of Dentsu Sports Analytics, commented: “Introducing Dentsu Sports Analytics to MENA is a vital step in our journey, particularly in a region where data-driven decision-making is critical for brands seeking to connect with fans. Samah’s leadership and in-depth understanding of the local market will be instrumental in achieving impactful results for our clients. We are thrilled to introduce this capability at such a pivotal moment in the sports and entertainment landscape.”
Samah Raydan shared his enthusiasm: “The current moment is incredibly thrilling for the sports industry in this region. With Saudi Arabia’s successful bid for the 2034 FIFA World Cup and the rapid growth of domestic leagues, entertainment projects, and global partnerships, the MENA sports scene is transforming. Dentsu Sports Analytics offers us a unique opportunity to provide top-tier data and insights, enabling brands and rights holders to navigate this change and forge deeper connections with fans.”
