The Kingdom of Saudi Arabia is once again growing in importance as the country pursues its Vision 2030 plans and its rapid modernisation – welcoming business investment and tourism, and establishing entertainment
such as cinemas, concerts and sporting events for the first time.
Entertainment and sports bring a wealth of sponsorship and activation opportunities, whether they are branding sports events around Formula 1 and boxing, or pop concerts. The opportunities for brands to build consumer awareness among the 30 million population are tantalising.
Winning business with government bodies, however, is a slightly greater challenge, as the KSA government has stated it will cancel all cont
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