Athar Festival 2024 to Champion talent, Drive creativity, Promote the sports and Entertainment Sectors

By Media Infotainment Team | Monday, 30 September 2024

Athar- Saudi Festival of Creativity, the Kingdom’s largest gathering of the creative marketing industry, has revealed a power-packed and exciting roster of renowned creative marketing specialists and disruptors as part of its efforts to reveal the transformative power of creativity within gaming, entertainment, and sports industries. The 2024 festival is refined to deliver dynamic sessions, elite networking opportunities, and thought provoking information into the industry’s future. 

Prince Fahad bin Faisal Al Saud, Founder & CEo of Karaz, will engage in a fireside chat on the innovation of entertainment and media in Saudi Arabia at this year’s Athar Festival. Drawing on his unique perspective as both a tech entrepreneur and a creative pioneer from his early days at Facebook to his latest venture, Karaz Disco, Prince Fahad will offer an in-depth look at how innovative content with an Arabic identity is redefining the Kingdom’s cultural landscape. His session will explore the ongoing impact of Saudi Vision 2030 on the media and entertainment sectors and the major role of visualization in driving this profound transformation.

In a highly expected keynote, Matt McKie, Director of Marketing at Manchester United Football Club, will spotlight key lessons learnt from his storied career having held major roles with Manchester United, the Olympics, Nike and EA Sports. He will dive into best practices within sports marketing with a focus on what other industries can learn, specifically sparkling a light on how to best understand and build deep connections with audiences.

“Digital media’s rapid growth has globalized sports marketing, creating significant opportunities for sports brands to engage international audiences and generate new revenue streams,” said McKie. “However, this global reach necessitates a deep understanding of diverse cultural and consumer landscapes to craft effective global strategies.”  

The Athar Festival 2024 will feature a series of panel discussions focused on the crucial role of creativity in the rapidly evolving sectors of gaming, sports, and entertainment. Notable industry leaders, including Youssef Raad from GroupM, popular gaming influencer Thamer AlDairem (known as Xzit), Helmi Abdalhadi from Serviceplan Group Middle East, and James Dutton from UM, will gather to explore effective strategies for leveraging gaming as a branding platform. Additionally, Gilbert Rustom, Marketing Director at New Murabaa, and Waleed Bashawri, Senior Marketing Director at Almosafer, will lead an engaging session on how creativity is reshaping entertainment and tourism in Saudi Arabia. 

Prominent figures in the sports industry, such as Andy Jackson from Footballco Media, Waseem Khashan from ROSHN Group, Adel Baraja from Publicis Communications KSA, and Miguel Viana and Leonardo Borges from Unlock Brands and Havas Middle East, will unite to explore how to tap into the opportunities within Saudi Arabia's sports sector.

Additionally, Abdelrahman Mamdouh, Regional Sports Content Manager at Kijamii, will provide valuable insights into sports communication strategies.

Reflecting the goals of Saudi Vision 2030, Athar Festival promotes talent, fosters creativity, and enhances the sports and entertainment industries, significantly contributing to a vibrant and prosperous nation. This event transcends a typical festival, embodying a dynamic movement that empowers the nation’s youth and professionals to shape a transformative future.

Athar Festival 2024 is brought to you by Motivate Media Group and TRACCS. The early bird registration, featuring exclusive pricing, is nearing its end and will close at midnight on September 30.

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