Multiply Media Group Strengthens Presence in Saudi Arabia with Launch of BackLite KSA through Partnership with Cenomi Centers
Dubai, United Arab Emirates – Riyadh, Saudi Arabia: Multiply Media Group (MMG), a prominent Out-of-Home media company based in the UAE and a subsidiary of 2PointZero Group PJSC, has announced its strategic expansion into Saudi Arabia. This move is facilitated through a partnership with Cenomi Centers, the leading owner, operator, and developer of contemporary lifestyle centers in the Kingdom.
The collaboration signifies a pivotal development in MMG’s growth strategy and introduces BackLite KSA, the company’s operational entity in Saudi Arabia. BackLite KSA will oversee the management and commercialization of a premium digital Out-of-Home (DOOH) advertising network, which will be established across key retail and lifestyle destinations in the country.
Expansion of Digital Advertising Network
The new advertising network will feature over 80 digital screens strategically located in four major destinations in Riyadh and Jeddah. These include the highly anticipated flagship developments, Westfield Riyadh and Westfield Jeddah, as well as U Walk Riyadh and U Walk Jeddah.
By leveraging MMG’s expertise in technology-driven Out-of-Home media alongside Cenomi Centers’ high-traffic retail locations, this partnership aims to provide brands, agencies, and advertisers with access to premium retail audiences through a scalable, data-driven advertising platform. This launch represents MMG’s entry into the largest advertising market in the Gulf Cooperation Council (GCC), solidifying its status as a leading Out-of-Home media operator in the Middle East.
Strategic Insights from Leadership
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, emphasized that the launch of BackLite KSA aligns with the group’s strategy to develop scalable platforms through robust operating businesses and quality partnerships. He noted that Saudi Arabia is crucial to their regional growth ambitions, and this partnership grants BackLite KSA immediate access to a portfolio of significant destinations.
Hassan further stated that the collaboration between Multiply Media Group and Cenomi Centers establishes a solid foundation for BackLite KSA’s long-term growth. He reiterated that the partnership enhances 2PointZero’s media presence in Saudi Arabia and supports their broader goal of creating a connected and increasingly international media platform.
MMG’s Vision for the Saudi Market
James Bicknell, Group Chief Executive Officer at Multiply Media Group, remarked that Saudi Arabia represents a strategic growth market for the company. He characterized the partnership with Cenomi Centers as a significant milestone in their expansion efforts. The launch of BackLite KSA will enable MMG to apply its expertise in premium, technology-enabled Out-of-Home media within one of the region’s most dynamic economies. Bicknell highlighted the new opportunities this partnership creates for brands to engage audiences in Saudi Arabia’s leading retail and lifestyle venues, further reinforcing MMG’s position in the region.
Enhancing Visitor Experiences
Alison Rehill‑Erguven, Chief Executive Officer of Cenomi Centers, pointed out that the organization is committed to enhancing the role of its destinations in everyday life. She explained that integrating premium digital media into their environments is a natural progression, allowing for more immersive and engaging experiences for visitors. Rehill‑Erguven noted that as Cenomi Centers continues to develop its portfolio into fully integrated lifestyle ecosystems, partnerships like the one with MMG are essential for redefining audience engagement within their spaces.
Dennis Michael, Chief Business Development Officer at Cenomi Centers, added that the partnership with Multiply Media Group is a crucial step in enhancing their retail media offerings. He stated that by combining MMG’s expertise in digital Out-of-Home media with Cenomi’s high-traffic retail environments, they are creating new avenues for brands to connect with audiences.
Commitment to Innovation and Value
The collaboration between MMG and Cenomi Centers reinforces the latter’s commitment to enhancing visitor experiences while unlocking innovative commercial opportunities for brand partners. By integrating advanced retail media solutions into its portfolio, Cenomi Centers is evolving its destinations into connected lifestyle ecosystems that provide value for visitors, tenants, and advertisers alike.
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Published on 2026-07-03 08:08:00 • By the Editorial Desk
