Stagwell members launch sports advisory and engagement firm Maydan Sports

Global professional services group Stagwell has launched Maydan Sports – a new business that will help federations, clubs, public bodies, and brands to boost the impact of sports across the MENA region.

Formally unveiled at an event in Cannes, a mondaine city in the French riviera, Maydan Sports has been established to meet the rapidly growing demand in the Middle East for sports expertise in areas such as consulting, creative, event management and communications.

Bringing together the knowhow of six Stagwell companies, Maydan Sports will advise and support clients in areas such as business advisory, sports marketing, creative, technology, fan engagement, and sponsorship. The six firms powering Maydan Sports are: Allison Worldwide, Around, Assembly, Code and Theory, Gold Rabbit Sports and Consulum, which is spearheading the collaboration.

“The MENA region is the fastest-growing sports market in the world. With landmark events like the FIFA World Cup, Asian Football Cups, the Asian Winter Games, Esports Olympics, Formula 1 races, Gold Cups and combat sports championships, the region is becoming a powerhouse for sport,” said Craig Wilkie, Managing Director of Maydan Sports.

“With the world’s eyes firmly on the region, the potential for all stakeholders – from governments and brands to local youth and communities – is immense,” he added. “Maydan Sports is designed to drive this momentum and ensure our clients’ sporting agendas deliver enduring impact.”

Established track record
Building on the heritage of its co-founding firms, Maydan Sports opens for business with an extensive track record in the world of sports. This includes leading the communications campaign for the FIFA World Cup 2022 in Qatar, serving as the digital partner for the NFL and the MLB, helping clubs in football, basketball and tennis transform their fan and sponsor experiences, and supporting governments with hosting mega events.

“We’ve worked with some of the world’s largest and most memorable sports brands,” Wilkie noted. “With Maydan Sports, we’re now positioning ourselves as the ideal partner to elevate the region’s game on and off the field. Founded in MENA, we deeply understand the region, combining world class expertise with regional knowledge and experience.”