Fuse, the global sport and entertainment marketing agency owned by Omnicom Media, has launched an office in Dubai, expanding its presence in the Gulf region as demand for sport, entertainment and cultural marketing grows.
The new office builds on Fuse’s existing presence in Saudi Arabia and aims to support brands seeking to engage audiences through sport, entertainment and culture across the region, the company said on Thursday.
Operations in the Gulf will be led by Danielle Barwick, who is relocating from Fuse’s London office. The Dubai team will provide clients access to Fuse’s global network and services, including commercial strategy, rights consultancy, events and partnership activation, creative strategy, public relations, design, and talent and influencer management.
Fuse said the Gulf region continues to grow as a hub for major sporting and entertainment events, including Formula One races, the Saudi Pro League, international boxing and Ultimate Fighting Championship events, alongside a growing esports sector.
“Reinforcing the Fuse presence in this region through our office in Dubai allows us to bring our global expertise to a region that is rapidly becoming a hub for world-class events and cultural moments,” Barwick said in a statement.
Elda Choucair, CEO of Omnicom Media MENA, said the launch reflected continued investment in capabilities designed to meet changing client needs.
“The region continues to establish itself as a global hub for culture and major events, and a Fuse presence in Dubai ensures our clients can access the right partnerships, thinking and expertise to unlock that opportunity,” Choucair said.
Fuse said its international client roster includes PepsiCo, Vodafone, Philips and UFC.
