SMC Media has announced the signing of a new partnership with DAZN which apponts SMC Media as the exclusive advertising partner for the Middle East and North Africa (MENA) region for a five-year period, as it has claimed in a statement.

The agreement was signed during joy Forum 2025, held as part of Riyadh Season. The signing ceremony was attended by Mohamed Al khereij, Chairm khereiji, Chairman of SMC, and representative from DAZN Shay Segev, CEO of DAZN Group.

The partnership aims to strength the digital sports content ecosystem ocross local and regional markets by leveraging advertising framework, including direct and private deals, as well as programmatic campaigns. It also focuses on delivering advertising solutions powered by artificial intelligence to try to enhance data-driven targeting and provide a more engaging digital experience for sports audiences.

Mohamed Al khereij, Chairman of SMC, commented: “We are proud to partner with DAZN, a global leader in sports streaming in line with our commitment to driving qualitative transformation in the sports sector. This partnership represents a strategic step to advance digital sports media across the region amid rapid sector growth. Through this collaboration, we aim to deliver innovative media experiences that generate tangible, sustainable value, leveraging Al and digital solutions to enhance commercial returns for our partners and expand their regional and global impact”.

From DAZN, Shay Segev, CEO of the Group, stated: “Partnering with SMC marks an important step in DAZN’s growth across the Middle East and North Africa. Their regional expertise and strong market relationships will help bring DAZN’S world-class sports portfolio to even more fans and partners, reinforcing our sports destination our commitment to being the ultimate global”.