It’s in the way a city dresses on matchday. It’s in the communities forming around women’s sport. It’s in a neighbourhood, a subculture, a moment that spreads before a brand even notices it’s happening.
The mistake is treating culture as a geography. MENA. Europe. North America. Neat boxes that flatten the reality of how people actually live, connect and consume. Real cultural relevance doesn’t come from a market map. It comes from understanding what matters to people and showing up in a way that earns a place in that.
That’s something I think about a lot. Nowhere more so than MENA.
Growth here isn’t about speed. It’s about trust.
“Because here, culture doesn’t just shape marketing – it drives growth”
A comment that stuck with me from Luca’s post [Why Modern Sport Demands Integration Across Creativity, Culture and Performance]
Having spent several years working with clients in MENA and having spent time living in the region; cultural relevance, celebrating differences and respecting local behaviours is incredibly important to me and the work we do in the region.
Not simply showing up but building sustainable campaigns and relationships that build over time.
MENA has a cultural narrative already. A narrative built from history, from geography and landscape, from the diversity of nationalities and perspectives – and its energy for change.
Creating stories that feel local, not translated verbatim
Storytelling, campaigns and activations are how the narrative moves into the world: events, capsules, collaborations, hero-products, pop-ups, editorial and fandom activations. And with over 228 million active social users across MENA there is a huge opportunity to reach this diverse community – but the tone needs to be considered.
MENA is a cultural Tagine
The Middle East isn’t one market. It’s a mix of identities, traditions and fast-moving youth culture, all evolving at light-speed! MENA has a cultural narrative already, and it’s how we show up in the right way, to be part of that narrative:
Being part of the cultural conversation: why collaborations work
We’ve learnt that the quickest way to tap into culture is through collaboration (particularly in sport!).
- Do the audiences genuinely connect?
- Do their values and aesthetics align?
- Does something new come out of it?
If so, you’re not just creating more noise, we are crafting a role in a culture narrative.
The UAE Tour is a good example of this in practice. [UAE Tour Case Study] A race that needed to feel like more than a race, connecting the Emirates through sport, culture and storytelling rather than just logistics and branding.
Understanding how to grow as individuals and as a business within the ecosystem
How we operate as a business is also different. There are unspoken rules of engagement, less transactional and people first – which I love – decisions are people-led, not process-led – be genuine, be visible
- Ambition needs to be balanced with cultural awareness – operate with respect and patience.
- The best partnerships create shared value – think bigger than you
- Sport, community and national pride are deeply linked – regional unity has never been stronger
What I’ve learnt:
- Where possible, incorporate and develop local talent, with lived experiences in the region.
- Take time to understand the nuance.
- Creating stories that feel local, not translated verbatim.
- Building relationships with collaborators and understanding micro-communities.
Everything we do requires alignment with national vision and long-term agendas. Connecting big ideas with community, building direct, engaged fan ecosystems, not just one-off campaigns from global brands.
Growth here isn’t about speed. It’s about trust.
Ultimately…
It’s not about being the loudest brand in the room. It’s about being the one that gets it.
If you’re interested in learning more about how we work across MENA, get in touch at hello@weplay.co