In a significant move to bolster its data-driven marketing capabilities across emerging markets, Dentsu has officially launched Dentsu Sports Analytics (DSA) in the Middle East and North Africa (MENA) region. The launch marks the latest phase in the group’s regional expansion strategy and comes alongside the appointment of Samah Raydan as Vice President, DSA MENA. Based in Saudi Arabia, Raydan will lead the division’s operations and strategic direction in the region.
Part of Dentsu Sports International, DSA was founded in 2023 to provide cutting-edge research, evaluation, and data solutions for stakeholders across the global sports and entertainment landscape. Its MENA expansion follows Dentsu Sports International’s official market entry in 2024, further solidifying the group’s commitment to growth in high-potential regions.
Raydan brings over 15 years of experience in sports and entertainment marketing across the Gulf. He joins from Wasserman (formerly CSM Sport & Entertainment), where he led marquee accounts and campaigns throughout the region. His past roles include senior leadership at stc, where he managed global sponsorships and activations with prestigious football clubs like Real Madrid and Manchester United, and contributed to launching multiple regional SVOD and digital platforms.
“There’s never been a more exciting time to be working in sport in this region,” said Samah 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 launch comes amid a surge in sports and entertainment investment across the Gulf, particularly in Saudi Arabia, and a growing demand for data-led marketing strategies. Brands across the region are increasingly prioritising fan engagement, making DSA’s arrival timely and impactful.
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 MENA hub also aligns with Dentsu’s broader efforts to integrate its media, creative, and experiential services with cultural engagement trends in the region. In recent years, the group has ramped up its presence across content, commerce, and tech solutions, with sport and entertainment emerging as key pillars for consumer attention and brand growth.
Now operational in MENA, Dentsu Sports Analytics will support brands, rights holders, and sponsors with a suite of services—including fan intelligence, performance metrics, and impact measurement tools—to help them optimise investments and drive long-term brand success.
Read more: Akshay Dhody Elevated To Business Director At Dentsu X
