Multiply Media Group expands into Saudi Arabia with BackLite KSA launch and Cenomi Centers partnership

Business

Multiply Media Group expands into Saudi Arabia with BackLite KSA launch and Cenomi Centers partnership

Multiply Media Group (MMG), the UAE-based Out-of-Home (OOH) media company and a subsidiary of 2PointZero Group PJSC, has announced its expansion into Saudi Arabia through a strategic partnership with Cenomi Centers, establishing BackLite KSA to develop and operate a premium digital Out-of-Home (DOOH) advertising network across the Kingdom.

The collaboration marks a major milestone in MMG's regional growth strategy, with BackLite KSA serving as the company's operating arm in Saudi Arabia. The new venture will manage and commercialize a network of more than 80 digital advertising screens across leading retail and lifestyle destinations in Riyadh and Jeddah.

The initial rollout will cover four major locations, including the upcoming Westfield Riyadh and Westfield Jeddah developments, as well as U Walk Riyadh and U Walk Jeddah, providing advertisers with access to high-traffic retail environments.

By combining MMG's expertise in technology-enabled Out-of-Home advertising with Cenomi Centers' extensive portfolio of lifestyle destinations, the partnership aims to deliver a data-driven advertising platform that enables brands, agencies, and advertisers to engage premium retail audiences. The expansion also marks MMG's entry into the GCC's largest advertising market, further strengthening its position as one of the Middle East's leading OOH media operators.

Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said the launch of BackLite KSA aligns with the group's strategy of building scalable platforms through strong operating businesses and strategic partnerships.

"The launch of BackLite KSA reflects 2PointZero Group's strategy of building scalable platforms through strong operating businesses and high-quality partnerships. Saudi Arabia is central to our regional growth ambitions, and this partnership provides BackLite KSA with access to a portfolio of prominent destinations from the outset."

He added that combining MMG's capabilities with Cenomi Centers' market presence creates a solid foundation for BackLite KSA's long-term expansion while strengthening the group's media footprint in the Kingdom.

James Bicknell, Group Chief Executive Officer of Multiply Media Group, described Saudi Arabia as a strategic market for the company's future growth.

"Saudi Arabia is a strategic growth market for Multiply Media Group, and this partnership with Cenomi Centers marks an important milestone in our expansion. Through the launch of BackLite KSA, we are bringing our expertise in premium, technology-enabled Out-of-Home media to one of the region's most dynamic economies."

He said the partnership creates new opportunities for brands to connect with audiences across some of Saudi Arabia's leading retail and lifestyle destinations while reinforcing MMG's regional leadership in the media sector.

Alison Rehill Erguven, Chief Executive Officer of Cenomi Centers, said integrating premium digital media into the company's destinations enhances customer experiences and supports its transformation into connected lifestyle ecosystems.

Dennis Michael, Chief Business Development Officer at Cenomi Centers, added that the partnership strengthens the company's retail media offering by introducing innovative, technology-enabled advertising solutions that create greater value for visitors, tenants, and brand partners.

The collaboration reflects Cenomi Centers' ongoing commitment to expanding commercial opportunities through advanced retail media solutions while enhancing engagement across its destination portfolio. For Multiply Media Group, the launch of BackLite KSA represents another step in its regional expansion strategy, bringing premium digital advertising infrastructure to one of the Middle East's fastest-growing markets.