M&C Saatchi Sport & Entertainment has officially expanded its global footprint with the acquisition of Dubai-based agency Dune|23, a move that strengthens its presence in one of the fastest-growing sport and entertainment markets in the world.
Key Highlights of the Acquisition
- Dune|23 becomes M&C Saatchi Sport & Entertainment Middle East, marking the agency’s sixth global office.
- The acquisition brings M&C Saatchi Middle East’s headcount to 160+ professionals.
- Dune|23 was founded in 2023 by Jamie Hosie and Lloyd McMillan, and rapidly built an impressive portfolio including Emirates Dubai 7s, Mubadala Abu Dhabi Open, SailGP, and Longines Global Champions Tour.
Strategic Context: Why the Middle East, and Why Now?
This move is more than a corporate acquisition — it’s a strategic signal. The Middle East, especially the UAE and Saudi Arabia, is becoming a global hub for sport, live entertainment, and media rights investments. From LIV Golf and F1 in Jeddah to ATP tennis and elite equestrian events in Dubai and Abu Dhabi, the region’s soft power strategy is driving massive commercial growth.
M&C Saatchi had already been servicing clients in the region, offering full-stack services from sponsorship and talent to strategy and production. The addition of Dune|23 provides immediate local depth, a sharp understanding of regional nuances, and access to premium rights holders.
Executive Commentary
“Our expansion into the Middle East is driven by increasing demand from clients and the rich number of opportunities that the region represents for our business.”
— Robin Clarke, Global CEO, M&C Saatchi Sport & Entertainment
The firm is now positioned to build, scale, and execute campaigns across the region that are on par with its global standards in London, New York, Sydney, Berlin, and Johannesburg.
