Streaming-first audiences, shortform storytelling, remote production and global distribution are reshaping the sports media landscape in the Middle East and North Africa. With deep local partnerships and decades of international experience, IMG’s studios business is helping the region’s rightsholders seize the opportunity.
A shifting media landscape
The Gulf and the wider region are transforming how sport is produced, distributed and consumed. Audiences across the Middle East are no longer bound by the traditional broadcast model. Fans are streaming matches on OTT platforms such as Shahid or Starzplay, tuning into watch-alongs on WatchAlong+ and catching highlights on TikTok.
This audience shift is forcing rightsholders, broadcasters and producers to think differently about every piece of content they create. And it’s where IMG, along with its studios business, is playing a decisive role.
Short form as a front-row seat
For younger audiences, 90 minutes of football or a multi-hour esports stream often isn’t the entry point. Instead, it’s a 15-second highlight or a snappy reel shared on Instagram, Snapchat or TikTok. These formats are rapidly changing how sport is consumed and produced.
IMG has been quick to apply lessons from its global portfolio to the region, drawing on experience producing content for the Premier League and MLS. By building workflows that allow near-instant clipping and multi-language packaging, IMG helps rightsholders generate content that fits the habits of the region's social-first fanbase. For partners, it means their product doesn’t just exist as live moments but lives on across platforms where audiences spend their time.
Remote production, local impact
Another defining trend is the move towards remote production. Around the world, centralised operations are cutting costs and relying on remote production services. This means fewer trucks, facilities and people on site and technology that sends content back to a central hub, increasing efficiency and ensuring consistency across events. Rightsholders in the Middle East and North Africa are now embracing this approach, assisted by major partnerships such as IMG’s five-year deal with the Saudi Pro League and the Saudi Arabian Football Federation.
IMG’s approach to remote production, as proven with other globally resonant leagues, enables multiple matches to be produced on the same day, with unified graphics, centralised quality control and seamless storytelling. The goal is to be able to provide this service in Saudi Arabia.
Importantly, IMG’s model is not just about technology; it’s about people. Partnering with Riyadh-based Alamiya Media, IMG has committed to training and developing Saudi production talent. Local crews now work side by side with international experts on major fixtures, building the skills base that will power the region’s broadcast future at a time when the kingdom is diversifying its economy as part of Vision 2030.
Expanding the region’s reach
Producing great content is one piece of the puzzle. Making sure it reaches fans worldwide is another area where IMG plays a crucial role.
In 2025, the Saudi Pro League renewed its international media rights deal with IMG for another four years, and last season the league was broadcast in more than 184 countries across 43 platforms, including ESPN in Africa, DAZN in Europe, Fox Sports in the Americas and Globo in Brazil. For the SPL, production and distribution work hand in hand and result in a premium on-screen product complemented by global availability.
The same principle applies to other regional properties IMG supports. At the Saudi Cup, the world’s most valuable horse race, IMG produces the world feed and supporting programming such as The Golden Hour, a culturally oriented magazine show, carried by more than 30 broadcasters in 170 territories. Meanwhile, through its long-term partnership with the Arab Gulf Cup Football Federation, IMG manages global media rights and sponsorship, helping the tournament and its organisers secure new partners and audiences well beyond the region.
New formats for new audiences
Perhaps the boldest example of innovation is the Esports World Cup (EWC) in Riyadh. Here, IMG partnered with the EWC Foundation to create and produce EWC Spotlight, a two-hour live studio show blending match highlights, celebrity guests and explainer content aimed at mainstream audiences.
With AR graphics, drone shots and roaming cameras in a custom-built Boulevard City studio, the production was designed to feel as dynamic as the tournament action itself. And by packaging esports in a way that appeals to core fans as well as newcomers, IMG demonstrated how regional events can become global entertainment moments.
Global lessons, local execution
What makes IMG’s role unique is the way it translates global experience into local value. IMG’s studios business has produced for the Premier League for two decades, covering 180-plus territories; modernised coverage for the English Football League across 72 clubs; built bilingual coverage for Major League Soccer’s Season Pass on Apple; and delivered an award-winning UEFA Champions League show for CBS.
These experiences provide the playbook for what’s now happening in MENA: scalable production, multi-language feeds, and premium social storytelling that’s turned around fast. With presence in Abu Dhabi and Riyadh and active partnerships across Saudi Arabia, IMG is embedding that expertise locally while developing the region’s own capabilities.
The road ahead
For the UAE and its neighbours, the direction is clear. Audiences are digital, their attention is fragmented and the expectation for quality is higher than ever. To compete, rightsholders need content that is consistent, versatile, globally relevant and locally resonant.
IMG’s strategy in the Middle East and North Africa is built to solve that exact equation: global craft plus local capability. By investing in technology, distribution and, crucially, talent, IMG is helping ensure the region’s productions are world-leading.
As the region’s sports calendar continues to grow, so will its role on the world stage. And if recent partnerships are any indication, IMG will remain at the heart of that journey, bridging audiences, cultures and platforms to tell MENA’s sporting stories to the world.
Tips for taking the metro
- set out well ahead of time
- make sure you have at least Dh15 on you Nol card, as there could be big queues for top-up machines
- enter the right cabin. The train may be too busy to move between carriages once you're on
- don't carry too much luggage and tuck it under a seat to make room for fellow passengers
SPEC%20SHEET
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The Vile
Starring: Bdoor Mohammad, Jasem Alkharraz, Iman Tarik, Sarah Taibah
Director: Majid Al Ansari
Rating: 4/5
Another way to earn air miles
In addition to the Emirates and Etihad programmes, there is the Air Miles Middle East card, which offers members the ability to choose any airline, has no black-out dates and no restrictions on seat availability. Air Miles is linked up to HSBC credit cards and can also be earned through retail partners such as Spinneys, Sharaf DG and The Toy Store.
An Emirates Dubai-London round-trip ticket costs 180,000 miles on the Air Miles website. But customers earn these ‘miles’ at a much faster rate than airline miles. Adidas offers two air miles per Dh1 spent. Air Miles has partnerships with websites as well, so booking.com and agoda.com offer three miles per Dh1 spent.
“If you use your HSBC credit card when shopping at our partners, you are able to earn Air Miles twice which will mean you can get that flight reward faster and for less spend,” says Paul Lacey, the managing director for Europe, Middle East and India for Aimia, which owns and operates Air Miles Middle East.
Who has lived at The Bishops Avenue?
- George Sainsbury of the supermarket dynasty, sugar magnate William Park Lyle and actress Dame Gracie Fields were residents in the 1930s when the street was only known as ‘Millionaires’ Row’.
- Then came the international super rich, including the last king of Greece, Constantine II, the Sultan of Brunei and Indian steel magnate Lakshmi Mittal who was at one point ranked the third richest person in the world.
- Turkish tycoon Halis Torprak sold his mansion for £50m in 2008 after spending just two days there. The House of Saud sold 10 properties on the road in 2013 for almost £80m.
- Other residents have included Iraqi businessman Nemir Kirdar, singer Ariana Grande, holiday camp impresario Sir Billy Butlin, businessman Asil Nadir, Paul McCartney’s former wife Heather Mills.
Hunting park to luxury living
- Land was originally the Bishop of London's hunting park, hence the name
- The road was laid out in the mid 19th Century, meandering through woodland and farmland
- Its earliest houses at the turn of the 20th Century were substantial detached properties with extensive grounds
Specs
Engine: Duel electric motors
Power: 659hp
Torque: 1075Nm
On sale: Available for pre-order now
Price: On request
BMW M5 specs
Engine: 4.4-litre twin-turbo V-8 petrol enging with additional electric motor
Power: 727hp
Torque: 1,000Nm
Transmission: 8-speed auto
Fuel consumption: 10.6L/100km
On sale: Now
Price: From Dh650,000
The specs
Engine: 3.0-litre six-cylinder turbo
Power: 398hp from 5,250rpm
Torque: 580Nm at 1,900-4,800rpm
Transmission: Eight-speed auto
Fuel economy, combined: 6.5L/100km
On sale: December
Price: From Dh330,000 (estimate)
Key fixtures from January 5-7
Watford v Bristol City
Liverpool v Everton
Brighton v Crystal Palace
Bournemouth v AFC Fylde or Wigan
Coventry v Stoke City
Nottingham Forest v Arsenal
Manchester United v Derby
Forest Green or Exeter v West Brom
Tottenham v AFC Wimbledon
Fleetwood or Hereford v Leicester City
Manchester City v Burnley
Shrewsbury v West Ham United
Wolves v Swansea City
Newcastle United v Luton Town
Fulham v Southampton
Norwich City v Chelsea
Sholto Byrnes on Myanmar politics
COMPANY%20PROFILE
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Profile
Co-founders of the company: Vilhelm Hedberg and Ravi Bhusari
Launch year: In 2016 ekar launched and signed an agreement with Etihad Airways in Abu Dhabi. In January 2017 ekar launched in Dubai in a partnership with the RTA.
Number of employees: Over 50
Financing stage: Series B currently being finalised
Investors: Series A - Audacia Capital
Sector of operation: Transport
Red flags
- Promises of high, fixed or 'guaranteed' returns.
- Unregulated structured products or complex investments often used to bypass traditional safeguards.
- Lack of clear information, vague language, no access to audited financials.
- Overseas companies targeting investors in other jurisdictions - this can make legal recovery difficult.
- Hard-selling tactics - creating urgency, offering 'exclusive' deals.
Courtesy: Carol Glynn, founder of Conscious Finance Coaching
Zayed Sustainability Prize
The%20specs
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Titanium Escrow profile
Started: December 2016
Founder: Ibrahim Kamalmaz
Based: UAE
Sector: Finance / legal
Size: 3 employees, pre-revenue
Stage: Early stage
Investors: Founder's friends and Family
CHATGPT%20ENTERPRISE%20FEATURES
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Ferrari 12Cilindri specs
Engine: naturally aspirated 6.5-liter V12
Power: 819hp
Torque: 678Nm at 7,250rpm
Price: From Dh1,700,000
Available: Now
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
Transmission: 8-speed auto
Fuel consumption: 9.1L/100km
On sale: Now
Price: From Dh149,900
MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
COMPANY PROFILE
Founders: Sebastian Stefan, Sebastian Morar and Claudia Pacurar
Based: Dubai, UAE
Founded: 2014
Number of employees: 36
Sector: Logistics
Raised: $2.5 million
Investors: DP World, Prime Venture Partners and family offices in Saudi Arabia and the UAE
Leading all-time NBA scorers
Kareem Abdul-Jabbar 38,387
Karl Malone 36,928
Kobe Bryant 33,643
Michael Jordan 32,292
LeBron James 31,425
Wilt Chamberlain 31,419
WHAT IS A BLACK HOLE?
1. Black holes are objects whose gravity is so strong not even light can escape their pull
2. They can be created when massive stars collapse under their own weight
3. Large black holes can also be formed when smaller ones collide and merge
4. The biggest black holes lurk at the centre of many galaxies, including our own
5. Astronomers believe that when the universe was very young, black holes affected how galaxies formed
The biog
Occupation: Key marker and auto electrician
Hometown: Ghazala, Syria
Date of arrival in Abu Dhabi: May 15, 1978
Family: 11 siblings, a wife, three sons and one daughter
Favourite place in UAE: Abu Dhabi
Favourite hobby: I like to do a mix of things, like listening to poetry for example.
Favourite Syrian artist: Sabah Fakhri, a tenor from Aleppo
Favourite food: fresh fish
From Zero
Artist: Linkin Park
Label: Warner Records
Number of tracks: 11
Rating: 4/5
Torbal Rayeh Wa Jayeh
Starring: Ali El Ghoureir, Khalil El Roumeithy, Mostafa Abo Seria
Stars: 3
The specs
Engine: 2.0-litre 4-cylturbo
Transmission: seven-speed DSG automatic
Power: 242bhp
Torque: 370Nm
Price: Dh136,814
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Dubai Bling season three
Cast: Loujain Adada, Zeina Khoury, Farhana Bodi, Ebraheem Al Samadi, Mona Kattan, and couples Safa & Fahad Siddiqui and DJ Bliss & Danya Mohammed
Rating: 1/5
UAE currency: the story behind the money in your pockets
