Abu Dhabi’s Multiply Group and Saudi’s Al Arabia Outdoor Advertising Sign Agreement for Joint OOH Business
Al Arabia Outdoor Advertising from Riyadh has agreed to work with the media division of Abu Dhabi’s Multiply Group. They signed a Memorandum of Understanding (MoU) to set up a joint company to invest in outdoor advertising worldwide.
OOH Advertising Partnership
Two companies have signed an agreement (MoU) to work together on buying and investing in outdoor (OOH) advertising outside the Middle East.
Once the partnership is set up, it will focus on opportunities in outdoor advertising and advertising technology (AdTech) in international markets. The goal is to attract investors looking for high profits and technology partners wanting to grow.
“Our goal is to find and use new growth opportunities in global markets,” said Mohammad Al-Khereiji, CEO of Arabia Outdoor Advertising.
The deal also includes joint investments in advertising technology, such as artificial intelligence (AI) and supply-side platforms (SSPs), which help manage and improve digital ads.
Multiply Group CEO Samia Bouazza said the partnership with Al Arabia is part of Multiply’s plan to grow worldwide.
Multiply Group’s Value
As of April 2, 2025, Multiply Group is worth $5.2 billion (AED 19.04 billion).
Multiply Expands in Europe
In February, Multiply partnered with CVC and PAI Partners to buy a 67.9% stake in Castellano Investments, the owner of Tendam Brands. This was done through a capital increase, making Multiply the majority owner, along with Llano Holdings and Arcadian Investments.
The Abu Dhabi-based investment company will now lead Tendam’s next phase of growth, focusing on expanding internationally.
This investment marks Multiply’s entry into the retail and fashion industry, with Tendam as its key brand. It is also Multiply’s first major investment in Europe. Tendam is Spain’s second-largest fashion company by market share.
Published: 4th April 2025
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