Athar Festival

What Athar Festival does

Athar Festival is a privately held B2B creative marketing events company based in Riyadh, Saudi Arabia, that convenes an annual festival of creativity along with the companion Athar Awards. The two-day festival brings together 3,000+ senior marketing and creative professionals — 60% at Director level or above — from brands, agencies, government entities, academic institutions, startups, and VCs, with attendance split 50/50 between marketers and creatives and 65% from KSA / 35% from outside the country. Programming is organized across five content streams covering Strategic Creativity, Future Forward (AI and technology), Screen & Influence, and Decoding Saudi, delivered through panel discussions, campaign showcases, and fireside chats with 40+ speakers. The festival is presented by Motivate Media Group (a Dubai-headquartered MENA media company established in 1979) and TRACCS (a Jeddah-headquartered regional communications consultancy operating across 10 countries).

The product portfolio comprises four core components: the Athar Festival itself (the annual two-day event), the Athar Awards (a recognition platform aligned with Vision 2030 pillars), the Call for Content submission programme (which manages speaker and campaign submissions), and a set of Growth & Development initiatives — the Young Talent Academies, Maheerah Programme, and Future CMO Academy — that extend the festival into year-round talent programming. Revenue is generated through three streams: ticket sales across professional and student tiers, sponsorship packages with multiple tiers (Gaming Partner, Growth Partner, Industry Partner, Strategic Partner, and additional minor tiers), and Athar Awards entry fees. Specific pricing is not publicly disclosed and sponsorship is quote-based.

Athar operates with 51–100 employees and maintains contact offices in Dubai (via Motivate Media Group) and Jeddah/Riyadh (via TRACCS). The festival has no proprietary technology platform; its competitive position rests on content programming, partner network density (25+ named partners spanning global agency holding companies, ad-tech platforms, government entities, and media publishers), and brand recognition as Saudi Arabia's flagship creativity event. The company is privately held with no disclosed venture funding or institutional investment.

Name

Athar Festival

Legal name

Athar Festival

Website

https://atharfestival.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Athar Festival is a Riyadh-based B2B creative marketing events company that runs Saudi Arabia's annual Festival of Creativity and Athar Awards, convening 3,000+ senior marketers, creatives, agencies, and government representatives for two days of content, networking, and awards aligned with Vision 2030.

Ownership category

akta.pro rank

Product category

Marketing & Advertising Events

NAICS

Convention and Trade Show Organizers (561920)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industries

Trade Shows & Industry Expos (B2B) (MPAGAHAB), Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Creative marketing festivals
• B2B industry events
• Marketing awards programs
• Advertising conferences
• Professional networking events

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Event Attendance & Tickets: Revenue is generated through ticket sales for festival attendance, with pricing tiers for different attendee categories (professionals, students). The event runs over 2 days with awards ceremony on the third day.
2. Awards Entries & Sponsorship: The Athar Awards component generates revenue through entry fees for creative marketing campaigns, and the festival secures revenue through sponsorship packages with various partner tiers including Gaming Partner, Growth Partner, Industry Partner, Strategic Partner, and others.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Athar Festival organizes an annual two-day B2B creative marketing festival in Riyadh, Saudi Arabia, that brings together 3,000+ senior professionals, brand leaders, agencies, government representatives, and emerging talent across five content streams. The operation is anchored by the Athar Awards program, which celebrates creative marketing excellence aligned with Vision 2030, and is extended through Growth & Development initiatives including the Young Talent Academies, Maheerah Programme, and Future CMO Academy.

Product overview

Athar Festival is a single unified event product — the Saudi Festival of Creativity held annually in Riyadh. The core product consists of the Festival itself (a two-day event featuring content stages, networking, and activations) and the companion Athar Awards (celebration of creative marketing excellence). The portfolio is extended through Growth & Development initiatives including Young Talent Academies, Maheerah Programme, and Future CMO Academy, which provide professional development programming. The Call for Content programme manages speaker and session submissions. The festival and awards together serve the creative, marketing, and communications industry across the MENA region.

Differentiator

Problem solved

Functional benefit

Brands

• Athar Awards: A celebration of creative marketing excellence that aligns with the pillars of Vision 2030, honoring the year's best campaigns, individuals and teams in Saudi Arabia's premier awards.

Products and services

• Athar Festival (Annual Festival of Creativity) Annual two-day B2B creative marketing festival held in Riyadh, Saudi Arabia, bringing together 3,000+ senior professionals, brand leaders, agencies, government representatives, and emerging talent across five content streams (Strategic Creativity, Future Forward, Screen & Influence, Decoding Saudi, and a fifth stream) for content sessions, networking, and awards.
• Athar Awards Annual awards program celebrating creative marketing excellence aligned with the pillars of Vision 2030, honoring the year's best campaigns, individuals, and teams in Saudi Arabia's premier creative marketing awards.
• Young Talent Academies Growth and development initiative under Athar Festival focused on nurturing emerging talent in the creative and marketing industry.
• Maheerah Programme Growth and development programme under Athar Festival supporting emerging talent, co-led by Athar Festival Founder Nada Hakeem.
• Future CMO Academy Growth and development initiative under Athar Festival designed to develop future marketing leadership for the regional creative industry.

Named customers1 record

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

30 partnerships are on record, tiered core, major and minor.

• Motivate Media Group (MMG)coreGTM or Marketing PartnerEstablished in 1979, Motivate Media Group operates across the GCC and MENA region with interests in print, digital, social, video, exhibitions and events. Serves as the presenting organization for Athar Festival alongside TRACCS.
• TRACCScoreGTM or Marketing PartnerHeadquartered in Jeddah, Saudi Arabia, TRACCS is the largest independent regional communications consultancy with over 200 professionals across 10 countries. Serves as presenting organization for Athar Festival.
• Saudi GamermajorGTM or Marketing PartnerGaming partner for Athar Festival 2025, supporting the esports and gaming content tracks.
• MBC Media Solutions (MMS)majorGTM or Marketing PartnerGrowth partner for Athar Festival 2025, supporting the development and expansion of the festival's reach.
• FOAJ (Film Off Abdulaziz)majorGTM or Marketing PartnerIndustry partner for Athar Festival 2025, representing film and creative industry stakeholders.
• flynasmajorGTM or Marketing PartnerOfficial Airline Partner for Athar Festival 2025, providing travel support for attendees.
• Saudi Tourism AuthoritymajorStrategic or Co-development PartnerStrategic partner for Athar Festival 2025, aligning with tourism and destination marketing initiatives.
• Saudi Electricity CompanyminorGTM or Marketing PartnerEnergy sector partner supporting Athar Festival 2025.
• BoomtownminorGTM or Marketing PartnerSignature Film Partner for Athar Festival 2025, supporting film and video content programming.
• adformminorGTM or Marketing PartnerAdvertising technology partner for 2025.
• Amazon AdsminorGTM or Marketing PartnerDigital advertising and technology partner.
• ANGRY MAGESminorGTM or Marketing PartnerGaming and entertainment partner.
• BETCminorGTM or Marketing PartnerInternational creative agency partner.
• dentsuminorGTM or Marketing PartnerGlobal media and creative agency partner.
• Four AgencyminorGTM or Marketing PartnerStrategic communications agency partner.
• HavasminorGTM or Marketing PartnerGlobal creative communications partner.
• JellyfishminorGTM or Marketing PartnerDigital creative agency partner.
• METAminorGTM or Marketing PartnerSocial media platform partner.
• Omnicom GroupminorGTM or Marketing PartnerGlobal agency group partner.
• PublicisminorGTM or Marketing PartnerGlobal marketing and communications group partner.
• SnapchatminorGTM or Marketing PartnerSocial media and content platform partner.
• VMLminorGTM or Marketing PartnerGlobal creative agency partner.
• WPPminorGTM or Marketing PartnerGlobal communications services group partner.
• Arab AdminorGTM or Marketing PartnerMedia partner providing editorial coverage.
• Arab NewsminorGTM or Marketing PartnerEnglish-language media partner providing news coverage.
• Campaign Middle EastminorGTM or Marketing PartnerTrade publication media partner covering marketing and advertising.
• gulfbusinessminorGTM or Marketing PartnerBusiness publication media partner.
• What's OnminorGTM or Marketing PartnerLifestyle and entertainment media partner.
• What's On KSAminorGTM or Marketing PartnerSaudi-focused lifestyle media partner.
• ABG (Arab BG)minorGTM or Marketing PartnerCommunity partner supporting industry networking.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Spikes Asia: Asia-Pacific creative festival and awards, also operated under the Cannes Lions umbrella. Comparable format combining content programming, awards, and senior industry attendance with a regional focus.
• D&AD Awards: Global creative awards and professional development organization with annual festival programming in London. Comparable to Athar's combination of awards recognition plus talent development initiatives (e.g., D&AD New Blood, Side Hustle).
• Dubai Lynx International Festival of Creativity: The MENA region's established creative marketing festival and awards, run by the same organizers as Cannes Lions. Most direct regional competitor to Athar, serving the same brand marketers, agencies, and creative leaders across the Gulf.
• ADFEST: Asia's longest-running creative advertising festival, with awards and Lotus awards. Comparable format combining regional creative festival with awards recognition for agencies and brands in Asia-Pacific.
• Effie Awards: Global marketing effectiveness awards program with regional editions including MENA. Directly comparable to Athar Awards in celebrating campaign effectiveness and creative marketing excellence for brands and agencies.
• Cannes Lions International Festival of Creativity: The global benchmark for creative marketing festivals, held annually with a Lions awards program. Directly comparable to Athar in core offering (senior marketer/creative gathering, awards, content programming), though at significantly larger global scale.
• Advertising Week: Multi-city advertising industry conference and content event (NYC, London, Asia). Comparable multi-day format bringing together brand marketers, agencies, and technology partners with senior-level programming.
• The One Show: Global creative advertising awards and ADC/OADC festivals, including the One Show Creative Week. Comparable to Athar in serving creative directors, agencies, and brands with awards and content programming for the advertising industry.

Emerging players

• LEAP: Major technology conference held in Riyadh, Saudi Arabia. Comparable in being a high-profile Riyadh-based B2B event drawing senior decision-makers and global sponsors, though focused on technology rather than creative marketing.

Others

• Campaign Middle East: Regional trade publication covering advertising and marketing in the Middle East, listed as a media partner of Athar. Adjacent rather than directly competitive—provides industry coverage and amplification that Athar leverages for distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Atharfestivalsa
• Facebookfacebook.com/atharfestival.sa
• LinkedInlinkedin.com/company/atharfestival-sa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Athar Festival