The partnership covers exclusive Media rights of the region’s most extensive sports portfolio in the Middle East and North Africa.
BeIN Media Group has renewed its strategic partnership with Riyadh-based SMC Group, extending the latter’s role as the exclusive advertising media sales representative sales representative for beIN across 23 Middle East and North Africa (MENA) markets until 2027. The agreement covers more than 20 premium sports and entertainment channels, including the flagship beIN Sports network.
The renewal was formalised during a signing ceremony at beIN’s MENA headquarters in Doha, attended by senior executives from both companies. The extended partnership builds on a successful collaboration since 2022, delivering advanced advertising opportunities for regional and global brands. It also reflects SMC’s long-term vision of forging strategic, results-driven relationships while cementing its leadership in the sports advertising sector.
Under the agreement, SMC will continue to integrate media, sports and technology through AI-powered advertising solutions and innovative platforms that deliver impactful, targeted campaigns. The partnership also supports Saudi Arabia’s wider economic goals, fostering innovation, investment and growth in the sports, media and entertainment industries both regionally and internationally.
Commenting on the renewed partnership, Mohammad Al-Subaie, CEO of beIN MENA, said: “We are pleased to extend our valued partnership with SMC Group, a collaboration that has become a cornerstone of our commercial success since the historic FIFA World Cup Qatar 2022. Together, we have delivered innovative and engaging brand experiences that have reached millions across the region—providing brands with a powerful and differentiated platform for growth. This renewed agreement not only strengthens our shared commitment to excellence but also reinforces beIN’s strategic vision to lead in premium sports and entertainment media, both across the MENA region and on the global stage. We look forward to building on this momentum and continuing to set new benchmarks in the industry.”
Mohamed Al-Khereiji, Chairman of SMC Group, added: “We are pleased to renew our strategic partnership with beIN Media Group, reinforcing SMC’s position as the leading media and advertising powerhouse with the largest advertising inventory in the region. We greatly value the continued trust that beIN places in us, as this renewal marks the start of a new chapter focused on greater innovation and impact across the regional media and sports landscape. This agreement comes at a time when the region is witnessing rapid and positive growth driven by landmark investments and transformative projects. At SMC, we remain committed to our vision of delivering solutions powered by the latest digital technologies—boosting sales performance through tailored value propositions that meet the evolving needs of our clients and partners, including beIN, the exclusive holder of premier sports content in the Middle East.
“We are also dedicated to building a comprehensive ecosystem that seamlessly integrates premium content with cutting-edge technology, underpinned by our continued investment in artificial intelligence. Our goal is clear: to deliver measurable, sustainable results across both regional and international markets.”
