Saudi Arabia’s TEN-X has been named Best MENA Sports Marketing Agency at the 2025 Globe Soccer Awards in Dubai, marking a milestone not only for the company but for the Kingdom’s maturing sports and creative industries.
Announced on December 28, the award places the Saudi-based marketing and communications agency alongside leading international firms at one of the global sports industry’s most influential platforms. The recognition indicates a shift underway in Saudi Arabia, where locally born agencies are competing at the highest international level.
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, culture, government, finance, and major national platforms. Its client roster includes the Saudi Sports Investment Forum (SIF) , Al Nassr FC, and Saudi National Bank (SNB), among others – a mix that reflects both institutional trust and elite-level sporting engagement.
Bader AlHammad, CEO of TEN-X, said the award reflects the agency’s long-term strategic vision and sustained growth, highlighting its focus on delivering impact at both regional and global levels through narrative-driven work rather than isolated campaigns.
Speaking exclusively to The Saudi Times on what the achievement signals about the evolving role of Saudi-born agencies, AlHammad framed the win as part of a wider industry shift.
“This achievement matters because it proves that Saudi-grown agencies can compete and win at the highest global level. At TEN-X, we are building something that is deeply rooted in Saudi Arabia, powered by Saudi talent, culture, and instinct, while working to international standards.
Our strength lies in a deep understanding of this market: its people, its culture, and its rhythm. Being part of the community allows us to create work that is relevant, authentic, and impactful, and to collaborate effectively with local stakeholders, institutions, and media.
At the same time, we have built a team that blends Saudi and international expertise. This allows us to combine global thinking with local truth. We are not here to copy international agencies, we are here to set new standards from Saudi Arabia, and to show that local talent, when trusted and empowered, can lead the industry and deliver world-class work.”
For TEN-X, sport plays a central role in that mission. AlHammad has previously described sport not simply as entertainment, but as a platform for national storytelling – an approach that prioritizes partnerships over one-off activations. The agency works across football, equestrian sports, and large-scale cultural and entertainment projects designed to position Saudi Arabia prominently on the global stage.
While TEN-X continues to collaborate with international brands and platforms, the agency consistently positions Saudi Arabia as its core advantage. “Saudi Arabia is our base and our advantage,” AlHammad has said. “We understand the market, the culture, and the ecosystem deeply, while working to international standards.”
In the view of The Saudi Times sports editor, the recognition of a Saudi-born agency at an international platform like the Globe Soccer Awards signals a crucial moment for the Kingdom’s sports ecosystem. As Saudi Arabia’s sporting ambitions expand, success will increasingly depend not only on infrastructure and investment, but on world-class storytelling, strategy, and global credibility. Just as importantly, it sends a message to the next generation of Saudi professionals that global leadership in sport is not only accessible, but can be built from within the Kingdom.
Looking ahead to 2026, TEN-X expects sports and cultural marketing in Saudi Arabia to become increasingly platform-driven, with deeper integration across entertainment, technology, and live experiences. Indeed many of the sport and media themed forums and summits that The Saudi Times have attended this 2025 year, featured more than one discussion on digitalisation, fan engagement and cross-sector partnerships to deliver key messaging.
For TEN-X, the Globe Soccer Awards recognition represents more than industry validation. It reflects a message aligned with the Kingdom’s trajectory: that Saudi Arabia – and Saudi agencies – are not only participating in the global sports industry, but helping to set its standards.
Written by Izabella Rekiel
Published by Boudou Gueffai | Editor-in-Chief
