Motivate Media Group

What Motivate Media Group does

Motivate Media Group is a Dubai-headquartered, privately-held multi-platform content producer founded in 1979 by Ian Fairservice and operated in partnership with H.E. Obaid Humaid Al Tayer, UAE Minister of State for Financial Affairs. The group operates across the GCC and MENA region through 25+ editorial titles spanning print and digital, 10+ websites serving 11 million monthly unique users, 15 market-leading magazines including What's On, Emirates Woman, Gulf Business, Campaign Middle East, identity, Business Traveller Middle East, Golf Digest Middle East and Emirates Man, and a catalogue of more than 350 published books. Beyond publishing, the group operates a diversified services and events portfolio: Motivate Val Morgan is a 1999 joint venture with Val Morgan Cinema Network representing cinema advertising across 1,000+ screens in 8 countries; VAMP is a wholly-owned Facebook/Instagram Partner influencer marketing platform; Emirates ice is a native in-flight advertising channel reaching 5 million monthly passengers; and Motivate Connect, Motivate Create, Motivate Studio, Motivate Talent and Motivate Zakti provide B2B content solutions, production, podcast studio, talent representation and expo-pavilion design respectively.

Revenue is generated across multiple streams: print and digital advertising (programmatic, display, branded content, native), cinema advertising representation, event sponsorships and ticket sales from franchises such as Dubai Lynx (sister to Cannes Lions), Athar Saudi Festival of Creativity, Gulf Business Awards, What's On Awards (Dubai, Abu Dhabi, Saudi Arabia), book sales, contract publishing for UAE federal and local governments, and talent representation fees. Pricing is quote-based and not publicly disclosed. The GTM motion is sales-led and event-driven, with named enterprise customers spanning Standard Chartered, RAKBANK, GE Vernova, Miral Group, FIVE Hotels, AD Ports Group, Aster DM Healthcare, Dubai Duty Free, ASUS Middle East, PGA TOUR and Emirates Airline, alongside recurring B2C audience monetisation across the editorial brands.

The group employs 200+ experienced professionals across Dubai (Media One Tower, Dubai Media City), Abu Dhabi, Riyadh (Al Hamad Tower) and London, with no disclosed external institutional investors, no public listing, and no venture funding. Recent strategic moves include the April 2026 Recast partnership for pay-per-view sports content, the third edition of Athar Festival in Saudi Arabia (2025), and continued build-out of the KSA market through a Riyadh office and the What's On Saudi Arabia brand launched in 2022.

Name

Motivate Media Group

Legal name

Motivate Media Group

Website

https://motivatemedia.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

101–250 employees

Short description

Motivate Media Group is a Dubai-headquartered, privately-held multi-platform content producer founded in 1979, operating 25+ editorial titles, 1,000+ cinema screens via a JV, books, events and B2B content services across the GCC and MENA region.

Ownership category

akta.pro rank

Product category

Multi-Platform Media & Publishing

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (54181), Media Representatives (541840), Media Buying Agencies (541830)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Services-Advertising (7310), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Podcast Networks & Multi-Show Publishers (MPACADAB)

Keywords

• Magazine publishing
• Digital advertising
• Event management
• Cinema advertising
• Multi-platform content

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Magazine and Print Publishing: Revenue from publishing market-leading print magazines including What's On, Emirates Woman, Gulf Business, and identity. Motivate was founded with the launch of the UAE's first English language magazine in 1979 and now has 15 market-leading magazines. Income is derived from magazine sales and advertising.
2. Digital Advertising: Eleven engaging websites covering lifestyle, luxury, fashion, golf, technology, marketing and business, delivering content in English and Arabic to 11 million users monthly. Digital team creates world-class content with advertising solutions through programmatic buying, rich media creation, high impact formats, video production and full 360 creative solutions.
3. Print Advertising: Display advertising, branded content, advertorial and sponsored content through their world-class media portfolio of magazines.
4. Cinema Advertising: Motivate Val Morgan represents on-screen and off-screen advertising interests of leading cinema chains across UAE, Saudi Arabia, Qatar, Lebanon, Oman, Egypt, Bahrain, and Kuwait with 1,000+ screens delivering over 700,000 admissions weekly.
5. Events and Awards: Thriving events division with numerous high-profile award galas and business briefings staged throughout the year. Income derived from ticket sales, sponsorships, and brand partnerships for events including Dubai Lynx, Athar Festival, Gulf Business Awards, What's On Awards, and more.
6. Book Publishing: Over 350 books published in 45 years, including bestsellers by His Highness Sheikh Mohammed bin Rashid Al Maktoum. Specialises in books celebrating the region's history, culture, cuisine, including cookbooks, business and children's books, biographies and memoirs.
7. Emirates ice Native Advertising: Native marketing channels on Emirates ice in-flight entertainment system, allowing businesses to showcase products and services to 5 million engaged passengers monthly through bespoke 60 to 150 second video clips.
8. Pay-Per-View Sports Content: Partnership with Recast to offer pay-per-view access to premium sports content including PGA TOUR live tournament streams, with flexible pay-per-view and brand-funded models. New revenue stream launching April 2026.
9. Content Solutions (B2B): Motivate Connect helps partner brands interact with customers through tailored multi-platform content including videos, print, social media management, websites and microsites. Serves government clients and global media partners.
10. Talent Agency: Motivate Talent represents artists, performers, international speakers, singers, comedians and specialist entertainers, providing entertainment marketing, celebrity management, artist management, event activations and integration services.

Go-to-market motion3 records

Distribution channels12 records

Marketing channels22 records

Core offering

Motivate Media Group is a Dubai-based multi-platform content producer operating across the GCC and MENA region. It publishes 15+ market-leading magazines, 10+ websites reaching 11 million monthly users, runs more than 20 award franchises and events, sells cinema advertising via the Motivate Val Morgan joint venture (1,000+ screens), publishes books, and operates content, influencer, social, podcast and production services for advertisers, brands, agencies, and government clients.

Product overview

Motivate Media Group operates as a multi-platform content producer with a diverse portfolio of media interests spanning magazines, digital, social, video, exhibitions & events, talent, cinema, Out of Home (OOH), and books. The company manages over 25 editorial titles including What's On, Emirates Woman, Gulf Business, Campaign Middle East, Business Traveller Middle East, Golf Digest Middle East, Emirates Man, and identity. Core products include Motivate Val Morgan (cinema advertising across 1,000+ screens), VAMP (influencer marketing platform reaching millions), and Emirates ice (inflight entertainment). The platform offers content solutions through Motivate Connect, production via Motivate Create, podcast services through Motivate Studio, talent representation via Motivate Talent, book publishing through Books Arabia, and Motivate Zakti for expo/museum design experiences. The company runs major events including Dubai Lynx Festival & Awards, Athar Saudi Festival of Creativity, Gulf Business Awards, What's On Awards Dubai/Abu Dhabi/Saudi Arabia, and various sports events like Dubai Desert Classic and Rugby Sevens.

Differentiator

Problem solved

Functional benefit

Brands

• What's On: UAE's first magazine and leading lifestyle and entertainment brand covering news, dining, culture and fitness
• Emirates Woman
• Gulf Business
• identity
• Campaign Middle East
• Business Traveller Middle East
• Golf Digest Middle East
• Motivate Val Morgan
• VAMP
• Dubai Lynx
• Athar
• Emirates ice
• Motivate Zakti
• Motivate Connect
• Motivate Create
• Motivate Talent
• Motivate Studio
• Arabian Gallery
• What's On Saudi Arabia
• What's On Abu Dhabi
• Emirates Man
• GB Tech Talk
• Motivate MavenMagnet
• Beacon Media

Products and services

• What's On UAE's first English-language magazine, providing lifestyle and entertainment coverage including news, reviews, insider scoop, and event guides across a monthly print magazine, website, and social media platforms.
• Emirates Woman Region's leading women's fashion and lifestyle brand with over 40 years at the forefront of Middle East publishing, delivering high-end fashion, beauty, luxe lifestyle, and travel content.
• Gulf Business One of the region's most respected business publications providing daily news, comprehensive reports, expert insights, and in-depth analyses for over two decades, with 800,000 reach.
• identity Region's leading monthly magazine dedicated to contemporary architecture, design, interiors, and property, with 90,000 controlled circulation.
• Campaign Middle East The authority for marketing and communications industry coverage in the region, providing essential market-leading content on advertising, media, marketing, PR, events, and digital sectors. Reaches 300,000.
• Business Traveller Middle East Market-leading publication for frequent flyers and corporate travellers in the MENA region, part of global network present in 14 countries, published 10 times a year.
• Golf Digest Middle East No. 1 golf magazine in the region since October 2008 launch, also the world's first Arabic language golf magazine launched in 2022. Official media partner for Hero Dubai Desert Classic. Reaches 100,000 monthly.
• Emirates Man Men's lifestyle and fashion guide covering grooming, tech, watches, interviews, and lifestyle content for well-traveled, well-educated gentlemen in the GCC. Reaches 50,000 via Print & Online.
• What's On Saudi Arabia Ultimate digital guide for life in the Kingdom, packed with news, culture, reviews, and insider info for residents and tourists. Has 200,000 unique website visitors in English & Arabic.
• What's On Abu Dhabi Essential guide to Abu Dhabi covering restaurant launches, activities, events, music, sport, and food scenes with 1.8 million reach.
• Motivate Val Morgan Joint venture cinema advertising company representing on and off-screen advertising for leading cinema chains across GCC, Egypt, and Lebanon with 1,000+ screens and 700,000+ weekly admissions.
• VAMP Influencer marketing platform providing seamless connection between brands and influencers with live tracking and reporting throughout campaign periods, reaching millions of engaged consumers.
• Emirates ice Native marketing channels on Emirates inflight entertainment system, allowing passengers to explore UAE attractions, dining, and experiences with bespoke 60-150 second video content. Reaches 5 million passengers monthly.
• Dubai Lynx Festival & Awards MENA's leading awards for creative excellence and effectiveness since 2007, sister awards to Cannes Lions Festival. Festival attracts 2,400+ attendees and Awards ceremony brings 1,250+ senior leaders.
• Athar Saudi Festival of Creativity MENA's premier gathering of creative and marketing leaders, hosted in Saudi Arabia and presented with TRACCS. Third edition in 2025 with 3,100+ attendees, 200+ speakers, and 100+ hours of content.
• Gulf Business Awards Annual awards (13th edition in 2025) recognising excellence across banking, real estate, healthcare, technology, tourism and energy. 350+ C-suite executives, entrepreneurs and decision-makers attend.
• Books Arabia Book publishing arm with over 350 books published in 45 years including bestsellers by His Highness Sheikh Mohammed bin Rashid Al Maktoum, specializing in cookbooks, business and children's books, biographies and memoirs.
• Motivate Studio Professional podcast and recording studio with industry-grade Behringer mixer, advanced soundproofing, experienced audio engineers for editing and mixing, and collaborative communal spaces for creators.
• Motivate Create Full 360-degree media production company providing professional video, photography, and animation services with state-of-the-art technology including 360-degree videos.
• Motivate Talent Talent agency representing artists, performers, international speakers, singers, comedians and specialist entertainers, providing entertainment marketing, celebrity management, artist management, event activations and integration services.
• Print Advertising Display advertising, branded content, advertorial and sponsored content through the company's world-class media portfolio of 15 magazines reaching GCC and MENA consumers.
• Digital Advertising Network Eleven websites covering lifestyle, luxury, fashion, golf, technology, marketing and business, delivering content in English and Arabic to 11 million users monthly. Offers programmatic buying, rich media, high impact formats, video and 360 creative solutions.

Quantifiable outcome

• 11 million monthly unique users across digital platforms
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• RecastcoreTechnology or Integration · 16 April 2026Motivate Media Group partnered with Recast, a global payment infrastructure enabling instant, transactional access to premium content, to expand audience access to sports and entertainment content across the MENA region. Through this collaboration, Motivate launched pay-per-view content with golf, enabling instant access to PGA TOUR's live tournament streams. The partnership leverages Recast's technology to distribute third-party sports and entertainment content directly to Motivate's audiences through flexible pay-per-view and brand-funded models, removing traditional barriers such as subscriptions, geographic restrictions and fragmented access points.
• Val Morgan Cinema NetworkcoreChannel Partner/ Reseller/ Distributor · 1 January 1999Motivate Val Morgan is a joint venture company formed in 1999 with Val Morgan Cinema Network to represent on-screen and off-screen advertising interests of leading cinema exhibitors across the Middle East. The venture covers UAE, Saudi Arabia, Qatar, Lebanon, Oman, Egypt, Bahrain and Kuwait with 1,000+ screens and over 700,000 weekly admissions.
• ZakticoreStrategic or Co-development PartnerMotivate Zakti is a partnership with Zakti, Asia's leading strategic design practice for the creation and delivery of World Expo pavilions and museums. Motivate Zakti is a 360 design, content and technology company dedicated to crafting positive and impactful experiences. Zakti has over 30 years of experience in EXPO pavilion design and museum curation.
• TRACCScoreStrategic or Co-development PartnerTRACCS is co-presenter of the Athar Saudi Festival of Creativity alongside Motivate Media Group. Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, has stated that the festival gives Saudi talent the space, voice and representation it deserves.
• PGA European TourcoreGTM or Marketing PartnerGolf Digest Middle East is official media partner of the Abu Dhabi HSBC Championship presented by EGA, which has established itself as the centrepiece of Middle Eastern golf. Motivate is patron and official publisher of the Dubai Desert Classic, part of the European Tour since 1989.
• Emirates Airline Dubai Rugby SevensminorGTM or Marketing PartnerMotivate Media Group has partnered with the Emirates Airline Dubai Rugby Sevens for over a decade, being instrumental in the promotion of the tournament in the UAE. The tournament attracts 100,000+ fans over three days.
• Cannes LionscoreGTM or Marketing PartnerDubai Lynx is the sister festival to the internationally renowned Cannes Lions Festival. The awards are judged by global industry leaders to the same stringent criteria as Cannes Lions, making them the most credible and recognised in the MENA region.
• Emirates (Emirates ice)coreChannel Partner/ Reseller/ DistributorMotivate Media Group's partnership with Emirates delivers native marketing channels on Emirates ice in-flight entertainment system, allowing businesses to showcase products and services to 5 million engaged passengers monthly through bespoke video clips.
• VAMP (within Motivate Group)coreTechnology or IntegrationVAMP is a tech platform operated as part of Motivate Media Group's social marketing division. It provides an award-winning Facebook and Instagram Partner technology connecting brands with authentic social media influencers, enabling live tracking and reporting throughout campaign periods.

Scale indicators44 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Mawdoo3: Mawdoo3 is a leading Arabic digital content platform based in Jordan, providing AI-powered Arabic-language content services. It is comparable as a MENA-focused multi-platform content producer but competes from a digital-native base rather than Motivate's print-publishing heritage.

Direct peers

• Haymarket Media Group: Haymarket is a UK-based international media company with regional editions (Campaign Middle East being a competitor to Motivate's Campaign ME). Both publish B2B trade titles for marketing/advertising professionals, run awards programs, and operate events for the advertising industry in regional markets.
• Chalhoub Group (media arm): While primarily retail, Chalhoub Group operates media and brand communications functions across MENA luxury and lifestyle sectors overlapping with Motivate's Emirates Woman and What's On lifestyle brands. Both serve premium regional consumer audiences with multi-platform content and brand activation services.
• ITP Media Group: ITP Media Group is a Dubai-headquartered multi-platform media company that publishes magazines (Time Out Dubai, Grazia, Harper's Bazaar Arabia), runs events, and produces content across the MENA region. It is the closest direct competitor to Motivate Media Group, operating a similarly diversified portfolio of consumer and B2B magazines plus events and digital properties in the same GCC markets.
• SRMG (Saudi Research and Media Group): SRMG is Saudi Arabia's largest publishing group, operating Arab News, Asharq Al-Awsat, and other major regional titles plus SRMG Labs digital ventures. It directly competes with Motivate's Gulf Business and What's On Saudi Arabia in the GCC business and lifestyle publishing space, including at events like the Athar Awards where SRMG Labs is a frequent winner.

Broad incumbents

• Global Radio (Bauer Media Audio): Bauer Media Audio operates radio broadcasting networks across the UK and internationally. While not a direct MENA competitor, it is comparable as a long-established multi-platform audio and content producer with diversified revenue across owned media brands, events, and digital — a similar business architecture to Motivate's.

Regional players

• Dubai Media Incorporated: Dubai Media Inc. is a government-owned media company operating multiple TV channels, radio stations, and digital platforms in the UAE. It competes with Motivate for regional advertising budgets and government content contracts but does so as a state-backed broadcaster rather than a private multi-platform publisher.
• Asda'a BCW: Asda'a BCW is the Middle East's largest PR and communications agency, part of the BCW global network. It is comparable to Motivate as a regional media and communications services provider serving enterprise and government clients in MENA, though it focuses on PR services rather than content publishing.

Others

• Cannes Lions (Ascential): Cannes Lions is the global creative excellence festival and awards owned by Ascential, and is the sister festival to Motivate's Dubai Lynx. It is comparable as the parent/peer benchmark for creative industry events and awards, though operating globally rather than regionally in MENA.
• Val Morgan (parent of JV partner): Val Morgan is the Australian cinema advertising network that is Motivate's JV partner in Motivate Val Morgan. It is comparable as a cinema advertising distribution partner and represents the same cinema exhibitors relationship model in other geographies, though not a direct competitor in MENA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/motivatemedia
• YouTubeyoutube.com/channel/UCkhVLzT_wbgK-fS7L7knArw
• Facebookfacebook.com/motivatemedia
• LinkedInlinkedin.com/company/motivatemediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Motivate Media Group