STAGWELL'S (STGW) CONSULUM AND PARTNERS LAUNCH MAYDAN SPORTS: A GLOBAL SPORTS ENGAGEMENT COLLECTIVE DEDICATED TO THE MENA REGION
- Strategic expansion into MENA, the world's fastest-growing sports market
- Partnership leverages multiple specialized agencies' expertise and capabilities
- Potential revenue growth from major sporting events in the region
- Access to high-profile clients including federations, clubs, and public bodies
- None.
Insights
Stagwell expands in fast-growing MENA sports market through new collective leveraging existing agency capabilities.
Stagwell (STGW) is strategically expanding its footprint in the Middle East and North Africa with the launch of Maydan Sports, a collective aimed at capitalizing on the region's rapidly growing sports sector. This initiative represents a strategic consolidation of capabilities from multiple Stagwell agencies including Consulum (which joined Stagwell in 2024), Allison Worldwide, ARound, Assembly, Code and Theory, and Gold Rabbit Sports.
The timing appears opportunistic as the MENA region emerges as the world's fastest-growing sports market, hosting major international events including FIFA World Cup, Asian Football Cups, Formula 1 races, and combat sports championships. This positions Stagwell to potentially capture increased market share in a high-growth region.
The structure of Maydan Sports as a collective rather than a standalone entity suggests a capital-efficient approach, leveraging existing agency resources and expertise rather than building from scratch. This allows Stagwell to offer integrated services spanning sports marketing, communications, fan experiences, partnerships, and immersive technology while minimizing additional overhead costs.
For investors, this represents Stagwell's continued execution of its network expansion strategy, particularly following its 2024 acquisition of Consulum. While no financial projections were provided, the initiative targets multiple revenue sources including federations, clubs, public bodies, and brands in a region experiencing significant investment in sports infrastructure and events.
Maydan Sports combines world-class sports marketing, immersive technology, and regional expertise to elevate the MENA region's global sports presence
A joint initiative between Consulum and Stagwell network companies including Allison Worldwide, ARound, Assembly, Code and Theory and Gold Rabbit Sports
The collective will support federations, clubs, public bodies, and brands to maximize the impact of sports across the region
Unveiled at Stagwell's SPORT BEACH, the official LIONS Sport Partner of the Cannes Lions International Festival of Creativity, Maydan Sports is a purpose-built alliance of global and regional specialists in sports marketing, communications, fan experience, partnerships, and immersive technology.
The MENA region is the fastest-growing sports market in the world. With landmark events like the FIFA World Cup, Asian Football Cups, the Asian Winter Games, Esports Olympics, Formula 1 races, Gold Cups and combat sports championships, the region is becoming a powerhouse for sport, innovation, and global engagement.
"With the world's eyes firmly on the region, the potential for all stakeholders - from governments and brands to local youth and communities - is immense," said Dr. Craig Wilkie, Managing Director of Maydan Sports. "Maydan Sports is designed to drive this momentum and ensure our clients' sporting agendas deliver enduring impact."
Maydan Sports draws on the collective strength of several award-winning Stagwell agencies and companies:
- Consulum – Regional strategy and communications consultancy with deep MENA sports experience.
- Allison Worldwide – Global communications firm, lead PR agency for a Cannes Lions Titanium-winning campaign for the FIFA World Cup 2022 (
Qatar ) among others. - ARound – Pioneering stadium-scale AR, transforming fan and sponsor experiences across major sports including MLB, NFL, NBA, and MLS.
- Assembly – Delivering high impact media campaigns and more for the MENA region's largest events and sports leagues.
- Code and Theory – Digital transformation partner for the NFL, USTA and the MLB.
- Gold Rabbit Sports – Sports marketing and commercial strategy firm advising rightsholders like the Kansas City Chiefs and MLS as well as sports sponsors around the world.
Media contacts:
hello@maydansports.com
Website
www.maydansports.com
Notes to editors:
About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.
About Consulum
Consulum is a MENA-based strategy and communications firm dedicated to helping organizations develop, lead and deliver positive programmes that successfully promote their global interests. Consulum's 160 specialists have the experience and expertise to help organisations enhance their standing on the world stage and achieve their global objectives. The integration of strategy, policy and communications – in both the design and execution of programmes – sits at the heart of our philosophy, because silos dilute impact while integration maximises it. Visit consulum.com for more information.
About Allison Worldwide
Allison Worldwide is a global communications agency dedicated to driving growth, innovation, and positive change for clients, colleagues, and communities. With a diverse range of expertise and a forward-looking mindset, Allison delivers game-changing results that make a lasting impact. Allison is owned by Stagwell (NASDAQ: STGW), one of the fastest-growing and most influential marketing and communications networks in the world. Agency partners leverage Stagwell's technology, data analytics, insights, and strategic consulting solutions to drive measurable results and optimize return on marketing investment for more than 1,700 clients worldwide. Learn more at www.allisonworldwide.com.
About ARound
ARound is a first-of-its-kind stadium-level shared augmented reality platform and is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS solutions built for the modern marketer. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound's massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience. It was the winner of Stagwell's annual innovation competition which invests in new product ideas proposed by the network's 13,000+ employees. ARound and the Stagwell Marketing Cloud are a part of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing.
About Assembly
Assembly is a leading global omnichannel media agency that merges data, talent, and technology to catalyse growth for the world's most esteemed brands. Our holistic approach weaves together compelling brand narratives with a comprehensive suite of global media capabilities, driving performance and fostering significant business expansion. Our initiatives are powered by STAGE, our proprietary operating system, and executed by a dedicated global team of over 2,300 professionals across 35 offices worldwide. Committed to purposeful action, Assembly leads the way in social and environmental impact within the agency realm. As a proud member of Stagwell (NASDAQ: STGW), the challenger network designed to revolutionize marketing, Assembly continues to set new standards of excellence. For more information, please visit assemblyglobal.com.
About The Code and Theory Network
The Code and Theory Network is the only technology and creative network with a balance of
About Gold Rabbit Sports
Gold Rabbit Sports is a big idea incubator that unlocks the communications and commercial potential of sports and entertainment platforms. We guide brands to measurable and memorable partnerships and rightsholders to unexpected and delightful collaborations. In just 5 years, our entrepreneurial mindset, creativity, optimism, tempo, and 100+ combined years of global experience has already helped over 30 clients around the world meet business goals by designing best-in-class deals and activations connected to FIFA World Cup, the Olympic movement, major sporting leagues, championship teams, top-tier athletes, marquee sporting events, cultural moments, music platforms, and more. Visit www.goldrabbitsports.com to learn more.
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SOURCE Stagwell Inc.
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