Saudi Arabia-based out-of-home operator Al Arabia has landed two major contracts in the Gulf, further strengthening its standing as one of the region’s most powerful media owners. The company has won exclusive advertising rights across Majid Al Futtaim’s shopping malls in the UAE, along with a 10-year concession to manage all advertising media at 18 regional airports in Saudi Arabia.
Al Arabia confirmed three new agreements with Majid Al Futtaim (MAF) Properties, giving it sole responsibility for operating and commercialising digital screens across eight malls in the United Arab Emirates. The deals, valued at around US$14 million, represent a strategic push by the company to expand beyond Saudi Arabia and build a strong foothold in the UAE’s high-end retail landscape.
The portfolio includes some of the country’s busiest shopping destinations, such as Mall of the Emirates, City Centre Deira, City Centre Mirdif and other City Centre malls across the northern emirates. This expansion aligns with Al Arabia’s broader plan to grow its concessions outside the Kingdom and diversify its out-of-home portfolio across different formats. While mall advertising in the UAE is already well developed, Saudi Arabia’s retail media market is still evolving, with mega malls only now beginning to mirror the scale of destinations like Dubai Mall and Mall of the Emirates.
Expanding footprint across Saudi airports
In addition to its UAE retail wins, Al Arabia has also secured a 10-year contract to design, operate and maintain both static and digital advertising sites across 18 regional airports in Saudi Arabia. The agreement is estimated to be worth approximately US$32 million.
Although global OoH leader JCDecaux continues to control advertising at most major international airports in the Gulf – including Dubai, Abu Dhabi, Riyadh, Jeddah, Dammam, Bahrain, Kuwait and Muscat – Al Arabia’s latest win significantly extends its reach within the Kingdom’s rapidly expanding aviation network.
Growing regional influence
Together, the two contracts highlight Al Arabia’s rising profile in the Middle East’s out-of-home and digital out-of-home market. By securing long-term concessions in retail and airport environments, two of the most premium advertising channels in the region, the company is reinforcing its position as a key regional player with the scale to compete against both domestic and international operators.
