SMC Group brings home Marketing accolade at Middle East National Business Awards 2025

The group has hosted globally recognised events and tournaments and has managed the full spectrum of rights and sponsorships for the Kingdom’s top football properties.

SMC Group triumphed in the Marketing category at the coveted Middle East National Business Awards 2025 for its success in shaping the future of advertising, marketing, media, and entertainment across Saudi Arabia and the wider region through its high-impact partnerships.

As the exclusive commercial partner of the Saudi Arabian Football Federation, SMC Group manages and operates the full spectrum of rights, sponsorships, and organisation for the Kingdom’s top football tournaments, including the King’s Cup, Saudi Super Cup, and other major regional and international competitions that strengthen Saudi Arabia’s global football presence. Reflecting the tournament’s international expansion, SMC Group signed agreements with the Department of Culture and Tourism – Abu Dhabi and the Saudi Tourism Authority (Visit Saudi) to host the 2024 Saudi Super Cup in Abu Dhabi and Abha, and also entered into a strategic partnership with SUM KM Sport to host the 2025 edition in Hong Kong, further reinforcing its role in expanding the Kingdom’s sporting footprint globally.

The company has also secured the first-ever sponsorship for Saudi Arabia’s women’s football teams, bringing Lay’s as the official sponsor of the Saudi Women’s Premier League.

At the same time, SMC Group has played a vital role in the hosting and execution of prestigious international events such as the Egypt Cup Final, transforming Alawwal Park into a world-class venue. This transformation includes full tournament management covering operations, ticketing, and stadium branding, which has delivered a seamless experience for fans and partners alike.

Beyond sports, the Group participated as a co-producer in Saudi Arabia’s first IMAX film, Es’aaf, and successfully secured prominent brand sponsors, enhancing the film’s commercial value as well as its artistic and marketing impact.

Meanwhile, the company has brought the global Coliseum Summit to Saudi Arabia for the first time, hosting the 12th edition of the elite sports venue conference in Riyadh and convening more than 250 senior industry stakeholders, including government bodies, venue operators, investors, and global experts.

Its unique format prioritises case study presentations and deep industry exchange over conventional panels, fostering high-impact discussions on digital transformation, sustainability, fan engagement, and operational innovation.

By successfully hosting this prestigious summit, SMC Group has positioned itself as a strategic leader in venue development, reinforcing Saudi Arabia’s emerging role as a hub for sports infrastructure innovation and international collaboration.

Middle East National Business Awards honours remarkable initiatives and projects of locally established companies across diverse industries in the Middle East region, celebrating their contributions to their respective markets.

About SMC Group:

SMC Group is a leading regional company in media, advertising, and sports, headquartered in Riyadh with regional offices in Dubai and Cairo. Founded in 2018, SMC holds the largest advertising inventory in the Middle East and offers comprehensive solutions including media rights, sponsorships, and AI-powered digital technologies.

The group’s services span sports and entertainment sponsorships, managing intellectual property rights, brand integration within events, sports venue marketing, and stadium advertising. Key partners include the Saudi Arabian Football Federation (SAFF), Riyadh Season, Spanish club UD Almería, Team Falcons, Serie A, and management of Al Awwal Park stadium.

In media, SMC maintains strategic partnerships with major players like beIN Sports and Saudia Airlines, alongside digital alliances with platforms such as Webook, Invibes, Mawdoo3, and Webedia Group. This enables delivery of advanced advertising solutions including programmatic ads, performance marketing, and in-game advertising.

SMC also provides expert talent management and public relations services, offering brand representation, content production, social media campaigns, celebrity appearances, and product placements. Through exclusive relationships with prominent local and international influencers, SMC effectively connects brands with their target audiences.

For more information about SMC Group, please contact: [email protected]

The Middle East National Business Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's outstanding contributions in your organisation's growth, please contact Danica Avila at [email protected].