Dentsu today announced the launch of Dentsu Sports Analytics (DSA) in the Middle East and North Africa (MENA), marking a significant step in the network’s commitment to delivering data-driven sports marketing solutions in the region. The move is underpinned by the appointment of Samah Raydan as Vice President, DSA MENA, who will lead the new regional hub from Saudi Arabia.
Formed in 2023, DSA is the specialist research, evaluation, and data division of Dentsu Sports International. It provides brands, rights holders, and agencies with actionable insights that drive performance and unlock value across the sports and entertainment ecosystem. The MENA launch reflects growing demand for advanced measurement and fan intelligence capabilities in a region experiencing rapid growth in sports investment and participation.
The launch of DSA builds on the momentum of Dentsu Sports International’s entry into the region in 2024, which brought together the network’s global sports and entertainment capabilities under a unified brand to better serve clients across media, sponsorship, and cultural engagement.
Samah brings over 15 years of experience in the sports and entertainment industry across the MENA region. He has held senior roles spanning marketing, partnerships, digital strategy, and consultancy, with a focus on delivering commercially impactful solutions for brands and rights holders. Most recently, he served as Senior Account Director at Wasserman (formerly CSM Sport & Entertainment), where he led teams in delivering end-to-end sports marketing solutions for high-profile clients. Prior to that, he held leadership roles across product, partnerships, and sports marketing at Saudi Telecom Company (stc) – overseeing major sponsorship and activation strategies, including for Real Madrid and Manchester United – and played a key role in launching and commercializing award-winning digital and SVOD platforms across the region. Samah holds an MBA from IE Business School and brings a strong understanding of local market dynamics, underpinned by a passion for sport and its potential to drive meaningful engagement.
Alex Gummer, Senior Vice President, Dentsu Sports Analytics, commented: “The introduction of Dentsu Sports Analytics to MENA is a natural evolution of our offering in a region where data-led decision-making is becoming central to how brands engage with fans. Samah’s leadership and deep understanding of the regional landscape will be key to delivering impact for our clients. We’re excited to bring this capability to market at a time when the sports and entertainment sectors are undergoing such dynamic transformation.”
Samah Raydan, Vice President, Dentsu Sports Analytics MENA, added: “There’s never been a more exciting time to be working in sport in this region. From Saudi Arabia’s successful bid to host the 2034 FIFA World Cup to the rapid growth of domestic leagues, entertainment properties, and global partnerships, the MENA sports landscape is evolving at pace. With Dentsu Sports Analytics, we have a unique opportunity to bring world-class data and insight to help brands and rights holders navigate this transformation and connect more meaningfully with fans.”
DSA’s entry into MENA complements dentsu’s broader ambition to connect culture to commerce through sport and entertainment. With a global footprint and a legacy of innovation, dentsu continues to invest in capabilities that help brands navigate the evolving fan economy.
Dentsu Launches Sports Analytics Offering in MENA with Appointment of Samah Raydan
