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’s formal entry into the market in 2024.
Raydan, who brings more than 15 years of experience in sports and entertainment marketing across the region, joins from Wasserman (formerly CSM Sport & Entertainment), where he led high-profile accounts and campaigns across the Gulf. His prior experience includes senior leadership roles at stc, where he oversaw sponsorship and activation strategies for global partnerships including Real Madrid and Manchester United. He also contributed to the launch of several regional SVOD and digital platforms during his tenure in telecoms.
“There’s never been a more exciting time to be working in sport in this region,” said Raydan. “From Saudi Arabia’s successful bid to host the 2034 FIFA World Cup to the rapid growth of domestic leagues, entertainment properties, and global partnerships, the MENA sports landscape is evolving at pace. With Dentsu Sports Analytics, we have a unique opportunity to bring world-class data and insight to help brands and rights holders navigate this transformation and connect more meaningfully with fans.”
The entry of DSA into MENA comes amid rising investment in sport and entertainment across the Gulf — particularly in Saudi Arabia — and increasing demand for data-led marketing strategies as global and regional brands look to deepen fan engagement.
Alex Gummer, Senior Vice President, Dentsu Sports Analytics, added: “The introduction of Dentsu Sports Analytics to MENA is a natural evolution of our offering in a region where data-led decision-making is becoming central to how brands engage with fans. Samah’s leadership and deep understanding of the regional landscape will be key to delivering impact for our clients. We’re excited to bring this capability to market at a time when the sports and entertainment sectors are undergoing such dynamic transformation.”
The new hub also complements Dentsu’s broader push to align its media, creative and experiential offerings with cultural engagement trends across MENA. The group has been expanding its footprint in the region across content, commerce and technology solutions in recent years — with sport and entertainment increasingly positioned as key drivers of consumer attention.
With DSA now active in MENA, the network says it is positioned to support rights holders and sponsors with fan intelligence, performance metrics, and measurement tools that can help optimise investment and maximise long-term brand impact.
