Dubai— Saudi Arabia’s TEN X was named Best MENA Sports Marketing Agency at the 2025 Globe Soccer Awards in Dubai, one of the international sports industry’s most prominent platforms.
The award, announced on December 28, places the Saudi-based marketing and communications agency among leading global players in sports marketing, reflecting the Kingdom’s expanding footprint across sport, culture, and entertainment in line with Vision 2030.
Bader AlHammad, CEO of TEN X, described the recognition as validation of the agency’s long-term strategy rather than a single campaign win. “Winning this award is a strong recognition of the work our team has been building over the past years. It is a strong validation of our work and our direction as an agency,” he said. “It shows that TEN X is delivering impact at a regional and global level, not just executing campaigns, but shaping meaningful narratives and identities.”
Founded as a subsidiary of Ajlan & Bros Holding Group, one of Saudi Arabia’s largest family-owned conglomerates, TEN X has built a diverse portfolio spanning sports federations, cultural platforms, government entities, financial institutions, technology companies, healthcare brands, and major regional events. AlHammad said this breadth stems from a deliberate decision to focus on strategy and storytelling rather than sector-specific silos.
“From the beginning, TEN X focused on strategy and storytelling rather than limiting itself to one sector,” he said. “We are a subsidiary of Ajlan & Brothers, a family-owned conglomerate with a long-standing legacy in Saudi Arabia… with a strong alignment to the Kingdom’s growth and Vision 2030.”
As Saudi Arabia accelerates its investments in sports and culture, agencies are being pushed to evolve beyond short-term promotional work. Industry observers note a shift toward long-term partnerships, integrated platforms, and campaigns that balance commercial objectives with national storytelling.
For TEN X, sports play a central role in that approach. “Sports is not just entertainment, it’s a platform for national storytelling,” AlHammad said, adding that the agency prioritizes partnerships over one-off executions. “We build partnerships, not campaigns.”
This philosophy has shaped how the agency works with both local and international partners. While TEN X increasingly collaborates with global brands and platforms, AlHammad stressed that Saudi Arabia remains its foundation. “Saudi Arabia is our base and our advantage,” he said. “We understand the market, the culture, and the ecosystem deeply, while working to international standards.”
As Vision 2030 reshapes the Kingdom’s marketing landscape, expectations on brands and agencies have risen. According to AlHammad, success now depends on relevance and long-term impact. “Growth, for us, means relevance, impact, and long-term value,” he said. “Our role is to connect Saudi ambition with global standards.”
Looking ahead to 2026, TEN X expects sports and cultural marketing in the Kingdom to become more platform-driven, with deeper integration across entertainment, technology, and live experiences. The agency is focusing on football, equestrian sports, and large-scale cultural and entertainment projects that position Saudi Arabia on the global stage.
“The next phase for TEN X is growth with intention,” AlHammad said. “We are expanding our global partnerships, strengthening our presence across key markets, and continuing to build work that positions Saudi Arabia and the region as leaders in sports, culture, and innovation.”
For TEN X, the Globe Soccer Awards recognition signals more than industry approval. “This award confirms that TEN X can compete, and win, on a global stage,” AlHammad said — a message that mirrors Saudi Arabia’s broader ambition to emerge as a global hub for sports and cultural marketing.
