SMC

What SMC does

SMC (Saudi Media Company), founded in 2018 and headquartered in Riyadh, operates a diversified media, sports, entertainment, and investment group with offices in Dubai and Cairo. It organizes operations across verticals — Media (multi-channel advertising sales across broadcast, digital, OOH, inflight and stadium), Vibes (sports and entertainment rights, event production, AlAwwal Park stadium operations, and the UD Almería La Liga club), Tech (the Numadix data and identity platform with Numad Reach retail-media exchange, Numad Loyalty AI-driven loyalty engine, and Numad Experiences physical-activation layer), Capital (strategic investments across media, sports, entertainment and technology), Charm (talent representation), and Solutions/Platforms. The group holds an exclusive advertising and rights portfolio in MENA — beIN Media Group, Saudi Broadcasting Authority, Saudia inflight, TikTok in Saudi Arabia and Egypt, and the Saudi Arabian Football Federation — alongside owned digital platforms (Yasmina, 3a2ilati, UTURN, Podeo, Saudi Gamer, Mawdoo3) reaching 148M+ monthly digital users and 250M+ offline audiences across 22+ countries.

The underlying technology stack is built around Numadix, a sovereign KSA-hosted identity and audience platform aligned to Saudi Personal Data Protection Law that powers unified audience graphs and cross-channel activation. Numad Reach provides a retail-media exchange with closed-loop measurement across digital, DOOH, broadcast, and physical channels; Numad Loyalty applies AI-driven personalization to first-party loyalty programs; and Numad Experiences connects venue, fan and location signals for online-to-offline measurement. The proprietary Numadix-Numad Reach-Loyalty-Experiences suite is the backbone that links owned digital platforms, OOH partners (Wave, Faden, Alarabia), stadium and event inventory, and talent-led campaigns into a single activation layer.

SMC generates revenue through seven distinct streams: advertising media sales across TV, radio, outdoor, inflight, digital and stadium; licensing and royalties from sports and entertainment rights and talent partnerships; subscription/recurring technology services through SMC Tech; transaction-based returns from SMC Capital's strategic investments; venue and stadium management fees; club-ownership revenue from UD Almería (broadcasting, ticketing, sponsorship); and event production (BigTime Entertainment) plus ticketing (Webook). Pricing is quote-based enterprise, with no publicly disclosed rates; the go-to-market is direct enterprise field sales via vertical-specific teams, supplemented by channel/reseller arrangements with TikTok, beIN, SBA, Saudia and OOH partners, and event-driven demand generation through Saudi Super Cup, Riyadh Season and WWE activations.

Name

SMC

Legal name

Saudi Media Company

Website

https://smc.me

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Saudi Media Company (SMC) is a Riyadh-based diversified media, sports, entertainment, and investment group operating across MENA, offering integrated advertising, sports rights and stadium operations, a sovereign data and AI platform (Numadix/Namad Reach/Namad Loyalty/Namad Experiences), talent management, and strategic capital deployment to brands, sports federations, and enterprise clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising Media Sales: Multi-channel advertising sales across TV, radio, outdoor, inflight, digital platforms, and stadium media. Includes programmatic and performance advertising, branded content, and talent-led influencer campaigns. Revenue from brands paying for audience reach and engagement across the integrated media network.
2. Sports & Entertainment Rights Management: Commercial management of sports rights (SAFF partnership), stadium operations (AlAwwal Park), event production, and entertainment IP. Revenue from sponsorship sales, hospitality, ticketing, and brand activations across sports and entertainment properties.
3. Technology Services: Data, AI, and technology services through Numadix, Numad Reach, Numad Loyalty, and Numad Experiences products. Revenue from audience intelligence, media activation, loyalty program design, and real-world engagement solutions for enterprise clients.
4. Strategic Investments (Capital): SMC Capital deploys strategic capital across media, sports, entertainment, and technology assets. Revenue generated from portfolio company growth, exits, and ecosystem synergies.
5. Talent Representation: SMC Charm manages talent-led brand partnerships including brand ambassadorships, influencer campaigns, image rights, and event appearances. Revenue from structuring and commercializing talent-driven brand partnerships.
6. Venue & Stadium Management: Full operational management of AlAwwal Park Stadium including event day operations, hospitality, ticketing, security, and commercial space optimization. Revenue from venue operations fees, premium hospitality, VIP suites, and ticketing.
7. Club Ownership: Ownership of UD Almería Spanish football club (La Liga) and commercial rights management. Revenue from commercial development, sponsorship rights, broadcasting, and ticket sales.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

SMC Group is a diversified media, sports, entertainment, and investment organization operating across MENA through vertically integrated units. The Media vertical sells multi-channel advertising inventory across broadcast, digital, outdoor, and inflight; the Vibes vertical manages sports rights, event production, and the AlAwwal Park stadium; the Tech vertical delivers the Numadix data and AI activation platform; the Capital vertical deploys strategic investments in media, sports, entertainment, and technology assets; and Charm provides talent representation and influencer brand partnerships.

Product overview

SMC Group operates as a diversified media, sports, entertainment, and investment organization with multiple verticals. The technology arm, SMC Tech, offers an integrated platform ecosystem comprising four core products: Numadix (sovereign data and identity platform), Numad Reach (retail media exchange), Numad Loyalty (AI-powered loyalty engine), and Numad Experiences (physical activation layer). The media division encompasses digital platforms including Yasmina, 3a2ilati, UTURN, Podeo, Saudi Gamer, and Mawdoo3, plus OOH media brands (Alarabia, Faden Media, Wave Media) and the talent management unit (SMC Charm). The sports and entertainment vertical (Vibes) manages AlAwwal Park Stadium, UD Almería football club, and produces live events. The Capital vertical manages portfolio companies including Webook (ticketing) and BigTime Entertainment. These products work as an integrated ecosystem where data flows across platforms enabling cross-vertical synergies.

Differentiator

Problem solved

Functional benefit

Brands

• MMS (Multi-Media Solutions): Leading regional advertising media network operating digital platforms including Yasmina, 3a2ilati, UTURN Entertainment, Podeo, and Saudi Gamer with 148M monthly reach.
• Numadix
• Numad Reach
• Numad Loyalty
• Numad Experiences
• SMC Charm

Products and services

• Numadix
• Numad Reach
• Numad Loyalty
• Numad Experiences
• Yasmina
• 3a2ilati
• UTURN
• Podeo
• Saudi Gamer
• Mawdoo3
• SMC Charm
• AlAwwal Park Stadium
• UD Almería Football Club
• Webook
• BigTime Entertainment

Quantifiable outcome

• Monthly reach grew from 45M to 148M for MMS digital platform portfolio since initial investment
• +9 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, strategic and major.

• TikTokcoreGTM or Marketing Partner · 8 June 2026SMC Media signed a strategic partnership with TikTok to become the official advertising partner for TikTok in the Kingdom of Saudi Arabia and the Arab Republic of Egypt. SMC Media manages advertising sales and brand integrations for TikTok's platform in these key markets.
• Multiply Group PJSCstrategicStrategic or Co-development Partner · 26 January 2026SMC Group and Multiply Group PJSC (ADX: MULTIPLY) signed a Memorandum of Understanding to explore collaboration and mutual investment opportunities in the development of advanced advertising technology platforms. This aligns with Multiply Group's strategy to strengthen and expand its footprint in the media sector in MENA.
• Starbucks (Alshaya Group)coreGTM or Marketing Partner · 26 January 2026SMC Vibes announced a strategic partnership with Starbucks, operated by Alshaya Group in MENA, making Starbucks the official coffee sponsor at Al-Awwal Park for three years. This partnership reflects SMC Vibes' commitment to delivering high-quality services and reinforcing Al-Awwal Park's position as a premier sports and entertainment destination.
• Saudi Arabian Football Federation (SAFF)coreStrategic or Co-development PartnerSMC Vibes holds an exclusive commercial partnership with SAFF covering sponsorship rights, hospitality, and brand activations across the Saudi national team and domestic competitions. SAFF commercial program achieved 3x revenue growth under SMC management.
• beIN Media GroupcoreChannel Partner/ Reseller/ DistributorSMC Media holds exclusive advertising sales partnerships with beIN Media Group covering beIN SPORTS HD channels and beIN Entertainment channels across MENA, reaching millions of viewers with premium sports and entertainment content.
• Saudi Broadcasting AuthoritymajorChannel Partner/ Reseller/ DistributorSMC Media has an exclusive advertising sales partnership with Saudi Broadcasting Authority covering national television channels and radio networks, delivering broad-based audience reach across news, culture, and entertainment content.
• Saudia (Saudi Arabian Airlines)majorChannel Partner/ Reseller/ DistributorSMC Media holds an exclusive advertising partnership with Saudi Arabian Airlines covering inflight entertainment system video ads and digital media on board 35M+ annual passengers on international and domestic routes, targeting high-value travelers and business executives.
• UD AlmeríacoreStrategic or Co-development PartnerUD Almería is a Spanish professional football club competing in La Liga, owned by SMC. The club provides a European football platform, commercial opportunities, and talent development pathways. SMC also owns a minority stake through Cristiano Ronaldo's CR7 Sports Investments.
• Wave MediamajorChannel Partner/ Reseller/ DistributorWave Media is a specialized in-mall OOH media company connecting brands with shoppers through premium retail advertising networks. Positioned across high-footfall environments in 15 cities, 50+ shopping malls, and 40,000+ touch points.
• Faden MediamajorChannel Partner/ Reseller/ DistributorFaden Media is a leading OOH and retail media company in Saudi Arabia specializing in large-scale digital and in-store advertising solutions with nationwide coverage and premium retail touchpoints.
• AlarabiamajorChannel Partner/ Reseller/ DistributorAlarabia is a leading outdoor advertising company in Saudi Arabia delivering high-impact media solutions across 80% of Saudi urban areas through premium roadside and digital billboard networks, airport, public transport, and mall advertising.

Scale indicators15 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Choueiri Group: One of the largest independent media-representation and ad-sales houses in the MENA region. Directly comparable to SMC Media as a media-sales and brand-partnership intermediary serving the same advertisers and channel partners across the same geographies.
• MCN (Middle East Communications Networks): Leading MENA media sales house representing major global media brands. Closely mirrors SMC Media's model of reselling broadcast, digital, and OOH inventory on an exclusive basis to regional advertisers.

Broad incumbents

• GroupM (WPP): WPP's global media investment arm with significant MENA operations handling media planning, buying, and analytics for the same enterprise brand clients that SMC targets. Operates at much greater scale but as part of a broader portfolio.
• Publicis Groupe MENA: Global advertising and media-services network with established MENA presence. Competes for the same enterprise brand budgets and integrated campaign mandates, but as part of a global holding-company portfolio rather than a MENA-native integrated group.
• Omnicom Group: Global advertising holding company with significant Middle East operations. Targets the same enterprise brand clients for integrated media and communications work, offering similar services at global scale.
• MBC Group: Largest free-to-air broadcaster in MENA and operator of Shahid streaming. Overlaps with SMC in broadcast advertising, content, and digital video distribution, but as a much larger and broader incumbent.
• Rotana: Leading MENA music, film, and entertainment conglomerate. Comparable in that it is a diversified regional media group spanning content, distribution, and rights, with overlapping advertiser and brand-partnership relationships.

Others

• beIN Media Group: Qatar-based sports and entertainment media group that is simultaneously a content partner and a structural competitor to SMC Vibes in MENA sports media. Operates beIN SPORTS channels across the region.

Emerging players

• Anghami: MENA-focused audio streaming and podcast platform (and SMC-adjacent investment via Podeo overlaps). Represents the regional digital-media and streaming category where SMC's Podeo and UTURN compete for audience and ad budgets.

Regional players

• OSN (Orbit Showtime Network): MENA pay-TV and streaming operator focused on premium content. Overlaps with SMC's premium-content and digital-platform strategy, particularly in pay-TV and subscription-video monetization across the same geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/smcgroup
• LinkedInlinkedin.com/company/smcgroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about SMC