Dentsu Sports International (DSI) and Merkle, dentsu’s leading customer experience management company, have been appointed as digital transformation partners by Al-Ittihad Club, one of the most iconic and decorated clubs in Saudi Arabian football.
Following a victorious season in the Roshn Saudi Pro League, Al-Ittihad is embarking on a bold new chapter to bring the club closer to its fans through an ambitious overhaul of its digital and data infrastructure. The 12-month project will see DSI and Merkle work alongside a consortium of best-in-class industry specialists to reimagine the club’s CRM, website, mobile app, and data platforms.
This transformation will deliver a state-of-the-art, multi-sport, multi-language digital ecosystem designed to offer a seamless, connected, and highly personalized experience for Al-Ittihad Club’s global fanbase.
“We’re incredibly proud to support one of Saudi Arabia’s most historic homegrown clubs as they take bold steps to elevate their global presence,” said Tarek Daouk, CEO of dentsu MENA. “This partnership reflects our commitment to helping regional icons harness the power of data, creativity and technology to engage new generations of fans across borders.”
“Our vision is to build a digital ecosystem that reflects the scale of our ambition – global in reach, but deeply rooted in the passion of our fans,” said Kieran Morrison, Head of Digital & Membership at Al-Ittihad Club. “By partnering with DSI and Merkle, we are investing in the infrastructure and capabilities that will help us know our fans better, serve them more meaningfully, and build lasting loyalty in every market we touch.” This strategic transformation will empower the club to engage with its fans more directly, understand their behaviours and preferences more deeply, and unlock new opportunities for content, commerce, and loyalty across channels. The project signals a new era of innovation and global ambition for Al-Ittihad Club, aligned with the Kingdom’s broader goals of digital leadership and sporting excellence.
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in over 145 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.
Dentsu, Innovating to Impact.
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About dentsu Sports International
dentsu Sports International (DSI) is a global agency that harnesses the power of sports to impact human behaviour through meaningful marketing solutions and experiences. The agency is born out of dentsu Group, one of the world’s largest and most highly regarded media and digital marketing communications companies. DSI leverages deep insights and its network of seasoned, highly experienced team members to establish powerful connections between sports properties and brands. DSI’s mission is “To be the most innovative and collaborative sport business network in the world by leveraging the global expertise and capabilities of dentsu Group”.
About Merkle
Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 16,000 employees, Merkle is headquartered in Columbia, Maryland, with locations in 30+ countries throughout the Americas, EMEA, and APAC.
