Multiply Media Group Strengthens Presence in Saudi Arabia with Strategic Partnership to Launch Premium Digital Advertising Network
Dubai, UAE – Riyadh, Saudi Arabia – Multiply Media Group (MMG), a prominent Out-of-Home media entity based in the UAE and part of 2PointZero Group PJSC, has announced its strategic expansion into Saudi Arabia through a partnership with Cenomi Centers. This collaboration aims to establish a premium digital Out-of-Home (DOOH) advertising network across key retail destinations in Riyadh and Jeddah.
Establishing BackLite KSA
The partnership signifies a pivotal development in MMG’s growth strategy, leading to the formation of BackLite KSA, the company’s operational arm in the Kingdom. BackLite KSA will oversee the management and commercialization of a digital advertising network featuring over 80 digital screens across four major locations, including the upcoming flagship projects Westfield Riyadh and Westfield Jeddah, as well as U Walk Riyadh and U Walk Jeddah.
Enhancing Advertising Opportunities
By leveraging MMG’s technological expertise in Out-of-Home media and Cenomi Centers’ high-traffic retail environments, the partnership is set to provide brands, agencies, and advertisers with access to premium retail audiences. This scalable, data-driven advertising platform marks MMG’s entry into the Gulf Cooperation Council’s largest advertising market, reinforcing its status as a leading media operator in the Middle East.
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, emphasized the strategic importance of this launch. He noted that it aligns with 2PointZero Group’s objective of building scalable platforms through robust partnerships. He highlighted that Saudi Arabia is central to their regional growth ambitions, providing BackLite KSA immediate access to a portfolio of prominent destinations.
Long-Term Expansion Plans
Hassan further stated that the collaboration between Multiply Media Group and Cenomi Centers establishes a solid foundation for BackLite KSA’s long-term growth. This partnership enhances 2PointZero’s media presence in the Kingdom and supports its broader ambition to create a connected and increasingly international media platform.
James Bicknell, Group Chief Executive Officer at Multiply Media Group, remarked on the strategic significance of Saudi Arabia as a growth market. He indicated that the partnership with Cenomi Centers is a crucial milestone in MMG’s expansion efforts. The launch of BackLite KSA aims to introduce premium, technology-enabled Out-of-Home media solutions to one of the region’s most dynamic economies, creating new opportunities for brands to engage with audiences in prominent retail and lifestyle locations.
Commitment to Enhanced Visitor Experiences
Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, highlighted the company’s focus on enhancing the role of its destinations in everyday life. She noted that integrating premium digital media into their environments is a natural progression, fostering more immersive and engaging experiences for visitors. As Cenomi Centers evolves its portfolio into fully integrated lifestyle ecosystems, partnerships like the one with MMG are essential in redefining audience interactions with their spaces.
Dennis Michael, Chief Business Development Officer at Cenomi Centers, added that the partnership with Multiply Media Group is a significant step in enhancing their retail media offerings. He emphasized the importance of innovative, technology-driven advertising solutions in high-traffic lifestyle destinations, creating new avenues for brands to connect with audiences.
Future of Retail Media in Saudi Arabia
The collaboration further solidifies Cenomi Centers’ commitment to enhancing visitor experiences while unlocking innovative commercial opportunities for brand partners. By integrating advanced retail media solutions, Cenomi Centers is transforming its destinations into connected lifestyle ecosystems that deliver value for visitors, tenants, and advertisers.
About 2PointZero Group
2PointZero Group PJSC is a next-generation investment powerhouse focused on energy and consumer sectors, which are pivotal to everyday life and the new economy. Its diversified, AI-enabled portfolio is designed for efficiency and compounding returns, driving sustainable growth through disciplined capital allocation and operational excellence.
About Multiply Media Group
Multiply Media Group (MMG) is an Out-of-Home media leader dedicated to performance and innovation. Headquartered in Dubai, with additional offices in Abu Dhabi and London, MMG focuses on high-potential media assets and synergistic growth through strategic investments.
About BackLite KSA
BackLite KSA, a subsidiary of Multiply Media Group, operates a premium Out-of-Home media network across Saudi Arabia. Through its partnership with Cenomi Centers, BackLite KSA manages a digital advertising network in key lifestyle and shopping centers.
About Cenomi Centers
Cenomi Centers is the leading developer and operator of contemporary lifestyle centers in Saudi Arabia. With a portfolio of 20 assets and over 4,250 stores across nine major cities, Cenomi Centers aims to meet diverse shopping needs while providing high-quality lifestyle experiences.
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Published on 2026-07-03 16:02:00 • By the Editorial Desk
