Dentsu has launched Dentsu Sports Analytics (DSA) in the Middle East and North Africa (MENA), expanding its global footprint with a focus on data-driven sports marketing solutions tailored to the region’s fast-growing sports and entertainment sector.
The move signals the the Japanese media & advertising major’s continued investment in helping brands harness the power of analytics to better engage with fans and stakeholders across the sports ecosystem.
Leading this new regional hub is Samah Raydan, who has been appointed vice president, DSA MENA. Based in Saudi Arabia, Raydan will spearhead the platform’s operations and strategic development, bringing with him over 15 years of industry experience across marketing, partnerships, digital strategy, and consultancy. His extensive track record includes senior roles at Wasserman, formerly CSM Sport & Entertainment, where he managed high-profile sports marketing campaigns, as well as at Saudi Telecom Company (stc), where he played a key role in major sponsorship activations with global football clubs and helped launch award-winning digital platforms.
DSA, formed in 2023 under Dentsu Sports International, offers research, evaluation, and insights to brands, rights holders and agencies, aiming to unlock greater value and drive performance across sports and entertainment. The launch in MENA is a direct response to the growing demand for advanced analytics and fan intelligence in a region undergoing a rapid transformation in sports investment and infrastructure, particularly with major initiatives such as Saudi Arabia’s successful bid to host the 2034 FIFA World Cup.
The expansion into MENA also follows the 2024 entry of Dentsu Sports International into the region, bringing together the agency’s global sports and entertainment capabilities under one cohesive brand to serve media, sponsorship, and cultural engagement needs more effectively.
Dentsu Sports Analytics senior vice-president Alex Gummer noted: “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.”
Raydan added: “There’s never been a more exciting time to be working in sport in this region. 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.”
