
As Saudi Arabia stands on the brink of remarkable transformation, the media and marketing sectors are set for a significant evolution.
With major global events including Expo 2030 and the FIFA World Cup in 2035, along with a surge in entrepreneurial ventures and near-completion giga projects, the coming years promise to ignite innovation and growth within these industries.
Expo 2030: A catalyst for marketing innovation starts in 2025
Expo 2030 offers Saudi Arabia a strategic platform to showcase its global potential and progress. Businesses are poised to invest substantially in event-focused marketing strategies as both local and international brands strive for visibility. Strategic funds will be directed towards sponsorships and activations, prioritising experiential marketing to vividly showcase the Kingdom’s offerings.
The Expo’s commitment to sustainability is expected to propel brands toward greener practices, driving demand for eco-friendly marketing solutions. Companies will need to adapt by using sustainable materials and techniques, aligning with the global call for environmental stewardship.
Driven by the anticipated inrush of international attendees, substantial enhancements in digital infrastructure will be necessary to support advanced marketing efforts.
Cultural events: Shaping media buying and marketing approaches
The burgeoning cultural and entertainment scene in Saudi Arabia is revolutionising media buying and marketing strategies. Businesses are increasingly investing in experiential marketing that emphasises engaging and memorable campaigns that resonate with audiences.
This trend will likely see a reallocation of budgets towards robust digital marketing strategies, utilising online platforms for ticket sales, event promotion and customer engagement.
Influencer marketing will also take centre stage, as partnerships with local figures can effectively enhance brand messaging and strengthen bonds with consumers. This strategy will boost event-driven marketing campaigns, allowing brands to embed themselves within Saudi Arabia’s lively cultural calendar, exemplified by initiatives such as Riyadh Season and Riyadh Fashion Week.
Rise of sports marketing in 2025
With the FIFA World Cup scheduled for 2035, Saudi Arabia is poised to become a key player in the sports marketing arena. Brands will increasingly pursue sponsorship and targeted advertising strategies aimed at engaging both local and global audiences.
The influx of visitors for the World Cup is expected to drive demand in the entertainment and hospitality sectors, prompting extensive investments as businesses seek to cater to diverse visitor preferences.
Thriving luxury real estate and economic growth
As the Saudi Arabian economy flourishes and disposable incomes soar, interest in luxury real estate is on the rise. Cities such as Riyadh and Jeddah are experiencing skyrocketing villa prices, with younger generations drawn to innovative living spaces featuring smart technologies and sustainable designs.
Supported by initiatives such as Sakani, which aims to elevate home ownership to 70 per cent by 2030, the competitive landscape among real estate developers is set to intensify, offering consumers an abundance of options and improving overall market conditions.
This shift will prompt media agencies to develop lead generation strategies targeting B2B real estate developers, as well as B2C campaigns focused on generating expressions of interest leading to conversions. This evolution also opens the door for CRM and data companies to elevate their offerings.
E-commerce expansion and logistics development
With projections indicating that Saudi Arabia’s e-commerce sector will surge to $24.29bn by 2029, as reported by Statista’s latest Market Insights Research, the demand for sophisticated warehousing and distribution solutions is escalating.
Companies are expected to make significant investments in strengthening logistics networks in vital urban centres such as Riyadh and Jeddah, adapting to the rising trend of online shopping and optimising operational efficiency.
2025 increase in digital media engagement
The Saudi Arabian media landscape is undergoing a digital transformation, fueled by a rise in online content consumption among citizens.
According to DataReportal’s 2024 Insights Report, “there are 36.84 million internet users with an internet penetration of 99 per cent and more than 35.10 million social media users, equating to 94.3 per cent of the total population.” These numbers have only been increasing, and rapidly, over the past 12 months with transformations developing at the same speed.
This will generate heightened demand for digital marketing services, including content creation and strategic advertising campaigns. A robust focus on Arabic-language content will be essential as brands tailor their offerings to local cultural nuances and consumer preferences.
In addition, marketers will prioritise evaluating the effectiveness of their campaigns through data analytics, assessing performance and return on investment (ROI). This data-driven approach will be vital for refining marketing strategies and enhancing overall campaign success.
As we look to the future, the media and marketing industries in Saudi Arabia are gearing up for a transformative journey driven by Expo 2030, the FIFA World Cup in 2035 and an array of cultural events.
A commitment to sustainability, digital innovation and experiential marketing will redefine how businesses interact with consumers, positioning Saudi Arabia as a hub of marketing innovation. As the Kingdom navigates this evolving landscape, its rich cultural heritage will continue to shape and drive its promising future across various sectors.
By Darine Elkaissi, Managing Director at Mindshare KSA.