Multiply Media Group Expands into Saudi Arabia Through Strategic Partnership with Cenomi Centers and the Launch of BackLite KSA

Multiply Media Group (MMG), the UAE-headquartered 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, the Kingdom’s leading owner, operator, and developer of contemporary lifestyle destinations.

The partnership marks a significant milestone in MMG’s regional growth strategy and establishes BackLite KSA, MMG’s operating company in Saudi Arabia. BackLite KSA will manage and commercialize a premium digital out-of-home (DOOH) advertising network across some of the country’s most prominent retail and lifestyle destinations.

The network will feature more than 80 digital screens across four key locations in Riyadh and Jeddah, including the upcoming flagship developments Westfield Riyadh and Westfield Jeddah, as well as U Walk Riyadh and U Walk Jeddah.

By combining MMG’s expertise in technology-enabled OOH media with Cenomi Centers’ high-footfall retail environments, the partnership will provide brands, agencies, and advertisers with access to premium retail audiences through a scalable, data-driven advertising platform. The launch also marks MMG’s entry into the GCC’s largest advertising market, further strengthening its position as a leading OOH media operator in the Middle East.

Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said:

“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 premier destinations from day one.

By bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach, we are establishing a strong foundation for BackLite KSA’s long-term growth. The partnership strengthens 2PointZero’s media presence in the Kingdom and supports our broader ambition of creating a connected and increasingly international media platform.”

James Bicknell, Group Chief Executive Officer of Multiply Media Group, added:

“Saudi Arabia is a strategic growth market for Multiply Media Group, and our partnership with Cenomi Centers represents an important milestone in our expansion journey. Through BackLite KSA, we are bringing premium, technology-enabled OOH media solutions to one of the region’s most dynamic economies.

Together, we are creating new opportunities for brands to engage audiences across Saudi Arabia’s leading retail and lifestyle destinations while further strengthening MMG’s position as a leading media operator in the region.”

Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, said:

“At Cenomi Centers, we are focused on continuously enhancing the role our destinations play in people’s everyday lives. Integrating premium digital media into our environments is a natural extension of this vision, enabling more immersive, relevant, and engaging experiences for our visitors.

As we continue to evolve our portfolio into fully integrated lifestyle ecosystems, strategic partnerships such as this play an important role in redefining how audiences connect with our spaces.”

Dennis Michael, Chief Business Development Officer at Cenomi Centers, commented:

“We are continually evolving our destinations to create greater value for visitors, tenants, and brand partners. This partnership with Multiply Media Group represents a significant step in strengthening our retail media offering by bringing innovative, technology-enabled advertising solutions to some of Saudi Arabia’s most prominent lifestyle destinations.

By combining MMG’s expertise in digital OOH media with our high-traffic retail environments, we are creating powerful new opportunities for brands to engage audiences in meaningful ways.”

The partnership reinforces Cenomi Centers’ commitment to enhancing visitor experiences while unlocking new commercial opportunities for brand partners. By integrating advanced retail media solutions across its portfolio, Cenomi Centers continues to transform its destinations into connected lifestyle ecosystems that deliver value for visitors, tenants, advertisers, and stakeholders alike.