2025 was a record-breaking year in which The PRO Company operated at scale across leagues, events, and commercial partnerships in the MENA region and key international markets. Across all properties, the company oversaw more than 4,000 hours of live content and achieved the highest annual turnover in its history.

 

Global rights and league partnerships

The PRO Company expanded its international rights portfolio, managing and distributing content for football and other sports properties across Asia, the Middle East, and Europe. These partnerships covered roughly 1,000 fixtures and over 3,000 hours of programming delivered to more than 25 markets across broadcasters and platforms worldwide.

Through its league partnerships, the company serviced full-season calendars in Egypt, Iraq, Bahrain, and the UAE, as well as Italian Serie A packages and the Spanish basketball league. Together, these properties represented about 1,200 league and cup fixtures and approximately 2,500 broadcast hours, forming the backbone of the annual content output.

Alongside top-tier leagues, The PRO Company continued to work closely with regional and international federations, including WAFF and AFC-linked competitions, to deliver rights, commercialization, and event services across the region. In 2025, the company also entered a long-term exclusive partnership with UAFA, becoming its exclusive global commercial partner and further strengthening its footprint across Arab football.

 

Major events, activations and live experiences

Beyond league calendars, The PRO Company delivered a busy schedule of tournaments, championships, and brand events, including WAFF competitions and large-scale corporate rallies. These activities added more than 200 additional fixtures and event sessions, contributing over 400 hours of coverage and generating some of the year’s strongest on-ground and digital engagement indicators.

In brand activations, The PRO Company managed over five major campaigns and experiential activations for Coca-Cola, ranging from large-format rallies to in-stadium engagements and consumer-facing events, marking the completion of a 10-year partnership with the brand. The company also handled all commercial activations for the UAE Pro League across all emirates, ensuring consistent delivery of partner visibility, fan experiences, and sponsor commitments throughout the season.

Across the wider region, The PRO Company operated WAFF events across MENA countries, overseeing commercial, operational, and media-related aspects of tournaments hosted in different markets. Additional examples included youth and grassroots tournaments, federation-led events, premium hospitality-driven experiences, and the company’s first successful e-gaming project through the eWAFF event, which marked The PRO Company’s entry into the growing esports and gaming market.

 

Brand, sponsorship and commercial growth

The company supported a growing roster of partners, working with over 25 IPs and talents, more than 30 brands, and around 15 broadcasters across the year. This translated into a record volume of commercial transactions, expanded work across more than 25 markets, and an annual turnover that set a new benchmark in The PRO Company’s history.

During 2025, The PRO Company also delivered significant projects with global and regional brands such as Coca-Cola, Honor, Tencent and Zain Telecom, activating across live events, digital platforms and broadcast assets. These relationships highlighted the agency’s capability to serve both multinational and regional leaders seeking meaningful access to sports audiences.

In parallel, the agency deepened its role as a commercial and strategic advisor to federations and leagues, including mandates such as its work with the Iraq Football Association and the international positioning of key domestic leagues. This combination of representation, sales and activation services reinforced The PRO Company’s position as one of the fastest-growing sports marketing agencies in the region.

 

Diversified services and digital products

In 2025, The PRO Company continued to diversify its business model from IP representation into a broader spectrum of services spanning media rights management, licensing, brand partnerships and digital product development. The service offering now stretches from strategy and sales to production, event execution and ongoing partner servicing, reflecting the evolving needs of the global sports and entertainment ecosystem.

As part of this evolution, The PRO Company set a new digital strategy focused on building and investing in its own products across ticketing, content and ecommerce. Under this strategy, the company began developing platforms such as its ticketing solution Tickity, alongside a roadmap of future digital products designed to better connect fans, rights holders and brands.

By committing capital and expertise to these digital initiatives, The PRO Company aims to create scalable, technology-driven solutions that complement its existing rights and activation business. This approach positions the company to capture new revenue streams, deepen audience engagement and adapt quickly to shifting consumption trends in sports and entertainment.

 

Large-scale content and platform deals

On the content side, 2025 included a landmark agreement with STARZPLAY, creating a major sports content proposition for audiences across the region. The partnership covers more than 20,000 hours of content, combining live games, shoulder programming, archival material and original formats to strengthen the platform’s sports offering and enhance the value of the rights portfolio.

This large content hub sits alongside the company’s existing rights and league relationships, allowing The PRO Company to connect rights holders with a leading streaming service while increasing exposure and monetization opportunities. It also reflects a strategic focus on long-term platform relationships that can grow audiences and create stable, recurring value for all stakeholders.

Integrated platforms and yearly scale

Overall, 2025 saw The PRO Company manage more than 4,000 hours of live content, around 1,600 fixtures and events, and a diversified set of strategic partnerships with leagues, federations, brands and platforms. This scale of delivery across rights, technology, live operations, commercial services and digital products reinforced the company’s status as one of the region’s leading integrated sports, media and entertainment agencies.

By combining IP representation, media rights management, licensing, brand partnerships, large-scale activations, pioneering steps into e-gaming, and the development of new digital products such as Tickity, The PRO Company enters the next cycle with a stronger, more adaptable model built for the future of the sports and entertainment industry.