Multiply Media Group (MMG), the UAE-headquartered out-of-home media company and subsidiary of 2PointZero Group PJSC, has announced a major expansion into Saudi Arabia through a new strategic partnership with Cenomi Centers.
The partnership establishes BackLite KSA, MMG’s dedicated operating company in the Kingdom, which will manage and commercialise a premium digital out-of-home advertising network across the country.
Cenomi Centers is Saudi Arabia’s leading owner, operator and developer of contemporary lifestyle centers, giving MMG immediate access to some of the region’s most prominent retail destinations.
The new network will span more than 80 digital screens across four major destinations in Riyadh and Jeddah, including the upcoming flagship developments Westfield Riyadh and Westfield Jeddah.
The network will also cover U Walk Riyadh and U Walk Jeddah, providing brands and agencies with access to premium high-footfall retail audiences through a scalable, data-driven advertising platform.
The launch marks MMG’s entry into the GCC’s largest advertising market, reinforcing its position as a leading out-of-home media operator across the wider Middle East region.
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said: “The launch of BackLite KSA reflects 2PointZero Group’s strategy of building scalable platforms through strong operating businesses and high-quality partnerships.”
Hassan added: “By bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach, we are establishing a strong foundation for BackLite KSA’s long-term expansion.”
James Bicknell, Group Chief Executive Officer at Multiply Media Group, said: “Saudi Arabia is a strategic growth market for Multiply Media Group, and this partnership with Cenomi Centers marks an important milestone in our expansion.”
Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, highlighted: “Integrating premium digital media into our environments is a natural extension of this, enabling more immersive, relevant and engaging experiences for our visitors.”
Dennis Michael, Chief Business Development Officer at Cenomi Centers, said: “This partnership with Multiply Media Group marks an important step in strengthening our retail media offering, bringing innovative, technology-enabled advertising solutions to some of Saudi Arabia’s most prominent lifestyle destinations.”
The partnership further reinforces Cenomi Centers’ commitment to enhancing visitor experience while unlocking innovative commercial opportunities for brand partners across its growing portfolio of lifestyle destinations.