2PointZero unit enters Saudi market via Cenomi Centers deal

UAE Multiply Media Group (MMG), a subsidiary of 2PointZero Group, entered the Saudi Arabian market through a strategic partnership with Cenomi Centers.

The deal gives MMG access to Cenomi's portfolio of shopping malls and retail properties across the kingdom. Financial terms were not disclosed.

Cenomi Centers is one of Saudi Arabia's largest retail real estate operators, with 22 shopping centers in its portfolio. The partnership covers in-mall advertising, digital screens, and event spaces.

MMG operates out-of-home advertising assets in the UAE and has been expanding regionally. The Saudi market represents the largest advertising spend in the Gulf Cooperation Council, with out-of-home growing as a share of total ad budgets.

A signing ceremony was held in Riyadh. Executives from both companies attended.

The partnership comes as Saudi Arabia's retail sector expands under the Vision 2030 economic diversification program. Mall foot traffic has risen as the government pushes tourism and entertainment spending.

MMG did not say whether the deal includes revenue-sharing terms or a minimum spend commitment. Cenomi Centers did not immediately respond to a request for comment.

The agreement is the first Saudi market entry for 2PointZero's media arm. The group, chaired by Abdulla Alabbar, also holds investments in technology, real estate, and hospitality.