Dentsu has launched its sports analytics division in the Middle East and North Africa (MENA), as part of a continued effort to scale its data-driven marketing capabilities across emerging growth regions. The move is anchored by the appointment of Samah Raydan as Vice President, Dentsu Sports Analytics MENA, who will lead the offering from Saudi Arabia.
Part of Dentsu Sports International, Dentsu Sports Analytics (DSA) was formed in 2023 to provide research, evaluation and data solutions for brands, rights holders and agencies operating across the sports and entertainment ecosystem. Its MENA launch marks the latest phase in the group’s regional expansion, following Dentsu Sports International
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