Happy Wednesday everyone!

Saudi Arabia is getting its own version of Gerard Piqué’s viral Kings League, thanks to a new joint venture with SURJ Sports, sports investment arm of Saudi Public Investment Fund. In Dubai, M&C Saatchi is acquiring sports agency Dune 23 to expand its footprint in the region’s booming entertainment economy. And over at City Centre Mirdif, Majid Al Futtaim and Dubai Future Foundation are piloting retail robots, bringing futuristic service to real-world shoppers.

But before that: For quick daily updates, follow us on Instagram, and you can watch our Smashi Business Show live every weekday from 10AM onwards (UAE time). Also, you can join our Whatsapp channel to receive updates from the business world.

Kings League MENA: SURJ Sports And Gerard Piqué’s Kings League Launch Revolutionary Football Format In Saudi Arabia

🔹 What’s Happening

• SURJ Sports Investment and Kings League have announced a joint venture to launch Kings League MENA, a new regional seven-a-side football competition set to debut in Saudi Arabia later this year.

• The league is part of the global expansion of the Kings League, which was founded by football icon Gerard Piqué and already operates in Spain, Mexico, Brazil, France, Germany, and Italy.

• Kings League MENA will combine competitive football, gamified rules, digital-first fan experiences, and celebrity team owners, creating a new blend of sport and entertainment for the region.

🔹 Why It Matters

• The Kings League’s content generated 7 billion impressions and 400 million engagements in 2024, making it one of the most digitally engaging sports products globally.

• With 80% of Kings League followers under 34 and nearly 70% of Saudi Arabia's population under 30, the format is aligned with the youth-driven digital culture of the region.

• The MENA launch signals a transformative moment for football and content creation in the Arab world, empowering local talent through open tryouts, drafts, and creator-focused initiatives.

• Celebrity and football legends such as Neymar Jr, Kun Agüero, Lamine Yamal, and Jake Paul are already part of the Kings League universe, helping fuel mass youth engagement.

🔹 What’s Next

• Further announcements are expected soon on team identities, celebrity owners, and league format.

• The league will roll out community activations, open tryouts, and digital content initiatives to build regional buzz ahead of kickoff.

• Top teams from Kings League MENA will eventually qualify for global events like the Kings World Cup Clubs and Kings World Cup Nations, integrating the region into a global competitive ecosystem.

• The launch supports SURJ Sports Investment’s broader strategy to develop and invest in innovative sports IP and fan engagement platforms across the Middle East.

Markets

Dubai’s Dune 23 To Be Acquired By M&C Saatchi In Strategic Middle East Expansion

🔹 What’s Happening

• Dubai- and Abu Dhabi-based sports marketing agency Dune 23 is set to be acquired by London-headquartered advertising group M&C Saatchi.

• Dune 23, known for its sports and entertainment marketing expertise, will be integrated into M&C Saatchi’s Passions & PR division, which focuses on connecting brands with culture and sport.

• The agency employs over 40 people and boasts a prestigious client list that includes Emirates Dubai 7s, Mubadala Abu Dhabi Open, the Chicago Bulls, and SailGP.

• The deal is expected to be finalized in the coming weeks and will be funded using M&C Saatchi’s existing cash resources.

🔹 Why It Matters

• The acquisition boosts M&C Saatchi’s presence in its fastest-growing region, underscoring the strategic importance of the Middle East, especially the UAE, in global sports and entertainment.

• It significantly enhances the capabilities of the group's Sport & Entertainment division, adding new clients, regional insights, and execution power in a key market.

• CEO Zaid Al-Qassab called the move a “perfect fit,” saying it allows the company to scale its leadership in one of the world’s most dynamic and rapidly evolving sports ecosystems.

🔹 What’s Next

• The acquisition is expected to close in the coming weeks, pending final approvals and integration processes.

• Dune 23 will begin operating under the Passions & PR umbrella, with its leadership and team likely continuing to support existing clients and expand the footprint in MENA.

• M&C Saatchi will aim to leverage Dune 23’s regional expertise and relationships to win more business and activate new campaigns across the UAE and broader Middle East.

• No financial details were disclosed, and M&C Saatchi’s stock saw a minor dip of 0.3% to 168.00 pence following the announcement.

Majid Al Futtaim And Dubai Future Foundation Launch People-First Retail Robotics Pilot At City Centre Mirdif

🔹 What It’s About

• Majid Al Futtaim and the Dubai Future Foundation (DFF) have launched a live robotics pilot at City Centre Mirdif, introducing avatar-style robots that assist shoppers with navigation and wayfinding.

• This marks the first real-world deployment of retail-focused robots in Dubai under the Dubai Robotics and Automation Programme.

• The pilot is part of a broader initiative to explore human-centric applications of robotics across malls, hotels, and entertainment destinations, transforming how people interact with physical spaces.

🔹 Why It Matters

• The initiative shifts robotics out of labs and into public, high-traffic spaces, positioning Dubai as a global pioneer in responsible tech adoption and future-ready urban living.

• It reflects Majid Al Futtaim’s commitment to blending AI, robotics, and real-time feedback into its customer experience strategy—not just for innovation’s sake, but to create seamless, responsive, and inclusive environments.

• The project is part of a global research collaboration between Dubai Future Labs and Osaka University, under Japan’s Moonshot R&D Programme, aiming to build an “Avatar-Symbiotic Society” by 2050.

🔹 What’s Next

• The City Centre Mirdif pilot is just phase one of a multi-stage journey to scale AI-powered, people-first robotics across Majid Al Futtaim’s portfolio of malls and properties.

• Insights from live customer interactions will shape future implementations, including enhanced accessibility, service automation, and experience personalization.

• DFF and Majid Al Futtaim are also proactively working on regulatory and ethical frameworks, ensuring the technology aligns with community values and trust.

• As Dubai moves toward becoming a global testbed for frontier tech, the collaboration signals new possibilities for retail, hospitality, and urban living in the region.

🔍From Smashi Business’ Desk

• “If you think the AI tsunami is not here yet, think again,” says Fadi Ghandour, founder of Aramex.

• Launching a startup can feel like shouting into the void — no response, no signal, no one who sees what you see, explains Dubai entrepreneur.

• Lebanese entrepreneur Mark Chahwan, CEO of UAE-based investing platform Sarwa, is busting remote work myths.

• Piers Morgan’s Shift on Gaza Sparks Global Reaction, Says Khalaf Al Habtoor.

🔍In other news…

• UK’s Wood wins contract for UAE’s first methanol facility.

• OPEC+ must be mindful of rising oil demand, UAE energy minister says.

• Israel's 2026 budget needs balance between defence, civilian spending, finance ministry official says.

• Dubai-Based Fintech Platform Qashio Secures $19.8M In Latest Funding Round.

Latest from the Smashi Business Studio

Were you forwarded this email? Subscribe here