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Highlights

  • M&C Saatchi to acquire Dune 23 Sport & Entertainment, a leading sports marketing agency in the UAE.

  • Dune 23 will integrate with M&C Saatchi's UAE business, boosting its sport and entertainment offering.

  • The acquisition supports M&C Saatchi’s regional growth strategy and is funded from existing cash reserves.

  • Dune 23's clients include major names like Emirates Dubai 7s, Mubadala Abu Dhabi Open, and the Chicago Bulls.

  • CEO Zaid Al-Qassab says the deal enhances the agency's ability to connect brands with consumers through sport.

M&C Saatchi (LSE:SAA) has announced a strategic expansion in the Middle East with the planned acquisition of Dune 23 Sport & Entertainment, an award-winning sports events marketing agency headquartered in Dubai and Abu Dhabi. The acquisition is aimed at bolstering the company’s regional leadership in sport and entertainment marketing.

Dune 23 employs more than 40 specialists and boasts a high-profile client portfolio, including Emirates Dubai 7s, Mubadala Abu Dhabi Open, Chicago Bulls, Zayed Sports City, and SailGP, among others. The agency is known for creating impactful campaigns rooted in fan culture and passion-driven engagement.

The deal is described as a “strategic bolt-on acquisition”, designed to integrate seamlessly with M&C Saatchi’s fast-growing UAE operations. It aligns with the company’s capital allocation policy and will be financed from available cash. Completion is expected in the coming weeks, subject to standard closing conditions.

CEO Statement

M&C Saatchi CEO Zaid Al-Qassab praised the move, stating:

“Dune 23 is a perfect fit for our growth ambitions in the UAE and for M&C Saatchi Sport & Entertainment. It will enhance our proposition of helping brands grow by leveraging the cultural power of sport.”

Al-Qassab added that the acquisition reflects the company’s intent to scale up operations in one of the world’s most dynamic markets for sport and entertainment.

Strategic Context

This move builds on M&C Saatchi’s ongoing investment in regional-first operations, further embedding its “Passions & PR” division in the cultural and sporting fabric of the UAE.