Dentsu has announced the launch of Dentsu Sports Analytics (DSA) in the Middle East and North Africa, reinforcing its commitment to data-driven sports marketing in a region witnessing rapid growth in sports investment and fan engagement. The new division will be led by Samah Raydan as Vice President, operating from Saudi Arabia.
DSA, formed in 2023, is the data and insights arm of Dentsu Sports International, supporting brands, rights holders, and agencies with performance-driven analytics across the sports and entertainment ecosystem.
Raydan brings over 15 years of industry experience, with a background in strategic roles at Wasserman and Saudi Telecom Company, where he spearheaded major partnerships and digital initiatives involving global clubs like Real Madrid and Manchester United. He holds an MBA from IE Business School.
The MENA expansion follows Dentsu Sports International’s regional entry in 2024 and aligns with the network’s broader push to connect culture with commerce. With Saudi Arabia set to host the 2034 FIFA World Cup, Dentsu aims to support the evolving fan economy with cutting-edge measurement and fan intelligence solutions.
