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In a pioneering collaboration, SMC announces its sponsorship and hosting of the 12th edition of Coliseum Global Sports Venue Alliance, marking the inaugural event of its kind in Saudi Arabia. This exclusive summit is set to take place on February 5, 2024, at the King Saud University Stadium, known as Alawwal Park Stadium, in Riyadh.

Coliseum stands as the world's only global alliance dedicated to stadiums and arenas, encompassing over 65,000 entities within the sports industry worldwide. This summit will be the first of its kind in Saudi Arabia, focusing on the business aspects of stadiums and arenas. Attendees can expect updates on current projects in the Kingdom, as well as case studies on international venues. The summit will also delve into critical topics such as digital upgrades, sports facility investments, fan engagement, sustainability, operations, and event innovation.

Coliseum has previously hosted summits in the United States, United Kingdom, Middle East, North Africa, China, and Latin America. The 12th edition at Alawwal Park is expected to bring together around 250 key stakeholders from both local and international sectors, including government bodies, clubs, stadiums, arenas, operators, investors, and suppliers.

Mr. Khalid AlKhudair, CEO of SMC, expressed his excitement about hosting the Coliseum Summit in Saudi Arabia, stating: "I’m thrilled to announce that we will be hosting Coliseum this prestigious event in Saudi Arabia. which further solidifies Saudi Arabia's position as a leading global sports destination."

AlKhudair also highlighted that this event will open new avenues for international collaboration in the international sports stadium sector, fostering the exchange of experiences and knowledge. He added: "As we gear up to host the 2034 FIFA World Cup. At SMC, we are committed to incorporating cutting-edge technologies and global standards in the development of sports facilities, ensuring exceptional sporting experiences for athletes and fans. We have high hopes that this event will successfully achieve its goals."

Michael Rennschmied, Founder & CEO of Coliseum Global Sports Venue Alliance emphasized the summit's significance, noting, " What makes Coliseum Summit truly stand out is its distinctive format, featuring a wealth of case study presentations spanning various aspects of stadium and arena management. From cutting-edge designs and innovative construction methods to the latest in technology, sustainability, fan engagement, and commercialization, this summit is a comprehensive exploration of the multifaceted stadium and arena industry."

It is worth mentioning that SMC is part of the largest local media group in the Kingdom of Saudi Arabia, Engineer Holding Group. It specializes in providing the latest diverse advertising mediums, led by an advanced executive team, and focuses on delivering exclusive and high-quality content to the audience. As also being the exclusive media representative for several major media organizations, including Saudi Broadcasting Authority, Rotana FM, and Saudi Research and Media Group, among others.

Coliseum Summit MENA 2024 promises to be an event of significance, offering a platform for professionals and enthusiasts to exchange ideas, explore the latest trends, and further elevate the stadium and arena business sector. With a diverse range of topics and a stellar lineup of speakers, this gathering is set to foster progress, innovation, and excellence within the industry.

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Perfetti Van Melle’s Mentos Gum, announced as a sponsor of Al-Awwal Park Stadium

Unlocking the potential of Saudi Arabia's dynamic football scene, Perfetti Van Melle MEAP, Wavemaker MENA, Saudi Media Company (SMC), and MBC Media Solutions (MMS) have joined forces in a groundbreaking four-party agreement to elevate sports engagement to new heights Riyadh, December 19, 2023: Perfetti Van Melle’s Mentos Gum was announced as the sponsor of Al-Awwal Park stadium in Riyadh following the signing of two Memorandum of Understandings (MoU) on Monday. As part of the MoUs, Mentos Gum will have branding and product placement rights across the stadium, for a whole year. Al-Awwal Park Stadium is the home of Al Nassr FC, which is a leading football club in Saudi on a national level. Al-Awwal Park receives around 25,000 attendees per game and has more than half a million attendees per season. As part of the partnerships, Mentos Gum will also be featured in squeeze-in and squeeze-out graphics during all matches aired on TV and key show football programs on MBC channels. The first MoU was signed between Mentos Gum and the Saudi Media Company (SMC) by Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle and Khalid Alkhudair, the CEO of SMC (Saudi Media Company) The second MoU was signed between Rouhana from Perfetti Van Melle, Marc Ghosn, Regional Managing Director at Wavemaker MENA and Ahmed Al Sahhaf CEO of MBC Media Solutions (MMS), the commercial arm of MBC Group. Commenting on the signing, Milad Rouhana, Managing Director- Middle East, Africa and Pakistan at Perfetti Van Melle, said: “Earning the title as a sponsor of Al-Awwal Park Stadium marks a pivotal moment for Perfetti Van Melle’s Mentos Gum. This partnership not only aligns with our commitment to innovation and excellence but also solidifies our presence in the vibrant sports landscape of Saudi Arabia. It perfectly aligns with our aspirations to contribute to the ambitions of the Saudi Vision 2030 program. We look forward to creating refreshing and memorable experiences for fans throughout the year." Meanwhile Khalid Alkhudair from SMC said : It is exciting times to work and collaborate with a global partner such as Mentos and we look forward to bringing great engagement and experiences to our stadium. Ahmed Al Sahhaf CEO of MMS said "We're thrilled to be a key player in this partnership, placing Mentos front and center in the Kingdom's most beloved sport. Our dedication remains unwavering in providing brands with unmatched opportunities to become an integral part of cherished moments in the lives of our viewers. Together, we're geared up for an exciting journey of collaboration and celebration, not just within the world of football but beyond, embracing a broader spectrum of shared experiences." Marc Ghosn, Regional Managing Director at Wavemaker MENA, stated, “We are proud to facilitate Perfetti Van Melle’s Mentos exposure in this exciting arena with SMC and MMS. This collaboration is a testament to the dynamic landscape of sports in Saudi Arabia, and we are proud to play a key role in enhancing the brand's visibility and engagement within this passionate and impactful community." <u>For further information, please contact:</u> Layal Takieddine Noor Nazzal Head of Marketing Marketing and PR Manager MBC Media Solutions MBC Media Solutions Layal.Takieddine@mms.net Noor.Nazzal@mms.net +97143912975 +97143912975 **About MBC Media Solutions (MMS)** MMS is an in-house commercial advertising and sales unit launched in 2020 in partnership between MBC Group and Saudi Media Company. MMS offers data-driven integrated media solutions across television, radio, digital and OTT platforms, keeping MBC Group at the forefront of the media industry— enabling brands and clients to connect with their audiences through premium content that drives growth through data, technology and talent. In addition to representing all MBC Group channels & platforms—including Al Arabiya, Shahid, MBC FM & Panorama FM— MMS is also the exclusive advertising representative of the Saudi Sports Company. About Wavemaker     We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and technology. The Wavemaker way is globally consistent. Fuelled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales. Our 7,000 people across 88 markets have the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses.       We are a part of GroupM, WPP’s global media investment management company. 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SMC Hosts Groundbreaking Event: The Coliseum Global Alliance Summit at Alawwal Park

In a pioneering collaboration, SMC announces its sponsorship and hosting of the 12th edition of Coliseum Global Sports Venue Alliance, marking the inaugural event of its kind in Saudi Arabia. This exclusive summit is set to take place on February 5, 2024, at the King Saud University Stadium, known as Alawwal Park Stadium, in Riyadh. Coliseum stands as the world's only global alliance dedicated to stadiums and arenas, encompassing over 65,000 entities within the sports industry worldwide. This summit will be the first of its kind in Saudi Arabia, focusing on the business aspects of stadiums and arenas. Attendees can expect updates on current projects in the Kingdom, as well as case studies on international venues. The summit will also delve into critical topics such as digital upgrades, sports facility investments, fan engagement, sustainability, operations, and event innovation. Coliseum has previously hosted summits in the United States, United Kingdom, Middle East, North Africa, China, and Latin America. The 12th edition at Alawwal Park is expected to bring together around 250 key stakeholders from both local and international sectors, including government bodies, clubs, stadiums, arenas, operators, investors, and suppliers. Mr. Khalid AlKhudair, CEO of SMC, expressed his excitement about hosting the Coliseum Summit in Saudi Arabia, stating: "I’m thrilled to announce that we will be hosting Coliseum this prestigious event in Saudi Arabia. which further solidifies Saudi Arabia's position as a leading global sports destination." AlKhudair also highlighted that this event will open new avenues for international collaboration in the international sports stadium sector, fostering the exchange of experiences and knowledge. He added: "As we gear up to host the 2034 FIFA World Cup. At SMC, we are committed to incorporating cutting-edge technologies and global standards in the development of sports facilities, ensuring exceptional sporting experiences for athletes and fans. We have high hopes that this event will successfully achieve its goals." Michael Rennschmied, Founder & CEO of Coliseum Global Sports Venue Alliance emphasized the summit's significance, noting, " What makes Coliseum Summit truly stand out is its distinctive format, featuring a wealth of case study presentations spanning various aspects of stadium and arena management. From cutting-edge designs and innovative construction methods to the latest in technology, sustainability, fan engagement, and commercialization, this summit is a comprehensive exploration of the multifaceted stadium and arena industry." It is worth mentioning that SMC is part of the largest local media group in the Kingdom of Saudi Arabia, Engineer Holding Group. It specializes in providing the latest diverse advertising mediums, led by an advanced executive team, and focuses on delivering exclusive and high-quality content to the audience. As also being the exclusive media representative for several major media organizations, including Saudi Broadcasting Authority, Rotana FM, and Saudi Research and Media Group, among others. Coliseum Summit MENA 2024 promises to be an event of significance, offering a platform for professionals and enthusiasts to exchange ideas, explore the latest trends, and further elevate the stadium and arena business sector. With a diverse range of topics and a stellar lineup of speakers, this gathering is set to foster progress, innovation, and excellence within the industry.

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Saudi Arabian Football Federation and SMC Renew Historic Partnership with The Saudi National Bank

The Saudi Arabian Football Federation (SAFF), in collaboration with its exclusive commercial partner SMC, has proudly renewed its historic partnership with The Saudi National Bank (SNB) for another three consecutive years. This renewed agreement makes SNB as the official bank of Saudi football, continuing a remarked years of excellence and a shared commitment to elevating the sports industry in the Kingdom. The signing ceremony was attended by Khalid AlKhudair, CEO of SMC, and Tareq AlSadhan, CEO of The Saudi National Bank. This partnership represents the largest sponsorship in SAFF's history, aimed at further enhancing Saudi football's prominence. It marks a significant milestone in the sports sector, reflecting a commitment to excellence and the creation of a promising investment landscape in sports. The President of the Saudi Arabian Football Federation remarked, Yasser Al Misehal [Quote from the SAFF President]." SMC, as SAFF's exclusive commercial partner, plays a pivotal role in developing SAFF’s commercial assets and securing partnerships that contribute to the growth of football in Saudi Arabia. Commenting on the renewed partnership, Khalid AlKhudair, CEO of SMC, stated: "We are pleased to renew the strategic partnership between SAFF and SNB. At SMC, we are dedicated to elevating sports investment in the Kingdom, and looking forward to bring in more high-quality partnerships that align with the significant support Saudi football receives." Tareq AlSadhan, CEO of The Saudi National Bank, also expressed his enthusiasm for the partnership, saying, "[Quote from SNB CEO]." This agreement is set to develop SAFF's commercial assets by attracting high-quality partnerships that align with the rapid advancements in Saudi football. Through innovative marketing strategies, this partnership will create new investment opportunities, fostering fruitful collaborations with both local and international partners. It will not only enhance SAFF’s financial sustainability but also contribute to community engagement and support initiatives that promote the growth and development of football at both the local and international levels.

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