MBC GROUP and Cenomi Centers announce strategic partnership
MBC GROUP, the leading media and entertainment conglomerate in the Middle East and North Africa (MENA), and Cenomi Centers, the Kingdom’s largest owner, operator and developer of contemporary lifestyle destinations, have announced a strategic partnership to introduce a first-of-its-kind live media experience at the heart of Westfield Riyadh.
The collaboration marks a pioneering integration between a leading media and entertainment company and one of the Kingdom’s most anticipated retail and lifestyle destinations, creating an innovative platform that brings together content, audiences, brands and retail experiences in one dynamic environment.
As Cenomi Centers’ flagship destination, Westfield Riyadh is set to redefine the city’s retail and lifestyle landscape through a world-class mix of shopping, dining, entertainment and community experiences, positioning itself as one of the Kingdom’s most significant destinations.
The partnership was officially announced during a signing ceremony held at MBC GROUP headquarters in Riyadh, attended by senior executives from both organisations, including Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, and Mike Sneesby, Chief Executive Officer of MBC GROUP.
As part of the collaboration, Cenomi Centers is developing a dedicated MBC GROUP presence within Westfield Riyadh, featuring fully integrated television and radio studios equipped with advanced production and broadcasting technologies. The facilities are expected to commence live interactive broadcasts upon the official opening of the destination.
The studios will serve as a dynamic platform featuring some of MBC GROUP’s flagship television programmes, including Sabah Al Khair Ya Arab and Kalam Nawaem, among others. MBC’s radio networks will also establish a presence at Westfield Riyadh through a selection of live and interactive broadcasts.
In addition to live programming, the destination will host celebrity appearances, audience activations, special broadcasts and content creation initiatives, transforming Westfield Riyadh into a vibrant entertainment hub where visitors can engage directly with the personalities and content they enjoy every day.
Aligned with Saudi Vision 2030’s ambition to create innovative, experience-led destinations and accelerate growth across the media, entertainment and tourism sectors, the partnership reflects the increasing convergence of content, commerce and consumer engagement within everyday lifestyle environments.
The collaboration will also unlock new opportunities for advertisers and brand partners through integrated campaigns that combine premium content, physical retail presence and direct audience interaction.
Mike Sneesby, Chief Executive Officer of MBC GROUP, said:
“We are delighted to enter into this strategic partnership with Cenomi Centers. This collaboration brings media, entertainment and retail together in an innovative and exciting way. By extending our presence into one of Saudi Arabia’s most significant lifestyle destinations, we are creating new opportunities to connect with audiences, enhance consumer experiences and contribute to the continued growth of the Kingdom’s media and entertainment ecosystem.”
Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, said:
“Westfield Riyadh has been designed to redefine the concept of a modern lifestyle destination by bringing together retail, entertainment, culture and community. Through our partnership with MBC GROUP, we are introducing an entirely new dimension to the visitor experience, transforming media from something people simply consume into something they can actively engage with and experience firsthand.”
Fadel Zahreddine, Group Director of Emerging Media and New Initiatives at MBC GROUP, added:
“What makes this partnership unique is its integration into the everyday lives of residents and visitors in Riyadh. By combining media, entertainment and retail in one destination, we are creating an immersive experience that extends beyond traditional broadcasting and creates meaningful new touchpoints between audiences, content and brands.”
Dennis Michael, Chief Business Development Officer at Cenomi Centers, added:
“This partnership reflects our commitment to delivering world-class experiences that create value for both visitors and partners. By combining MBC GROUP’s content capabilities with Cenomi Centers’ Retail Media Network, we are creating a powerful platform for storytelling, audience engagement and brand activation while further strengthening Westfield Riyadh’s position as one of the Kingdom’s most innovative lifestyle destinations.”
[Source: MBC press release]