Digital Media Services (DMS), the digital arm of Choueiri Group, has announced its partnership with global football content and media business Footballco.
As the part of the partnership, DMS will act as the exclusive media representatives for Footballco’s properties Kooora and GOAL in MENA.
The DMS-Footballco partnership follows Footballco’s acquisition of one of DMS’s previous partners, sports website Kooora.
“This partnership is a natural progression, given our successful representation of KOOORA throughout the last decade and the countless milestones we have accomplished together,” says DMS COO Ziad Khammer. The partnership is DMS’s step to strengthen its “exceptional” brand experiences.
The acquisition was a part of Footballco’s strategy to increase its existing presence in the Middle East. It’s present in the region also through the local editions of GOAL and in-stream sports video player FC Player.
“The MENA region has seen incredible growth in terms of football investment and fanbase,” says Seth Hart, Senior Vice President of Sales for Footballco.
“This includes the $15bn investment in football infrastructure since 2017 to fans in the region increasing from 392m to 524m in the past two years.”
The acquisition allowed the business to combine its properties, GOAL and Kooora, to increase its regional audience to 60 million and monthly global reach to 800 million. The combination lets the business reach 80 per cent of the GCC football market.
“As the world’s largest football content and media business, the MENA region is integral to not only our business but football as a sport and an industry,” adds Hart.
“This is why we acquired Kooora last year and are now partnering with DMS to help connect brands with the hundreds of millions of fans we reach and entertain every month both inside and outside of the region.”
Khammar says, “With football standing as the foremost activity in the region, together, we will bring a fresh approach to sports marketing, blending global and local services to reshape the industry like never before.”