Saudi Sports Co. appoints MBC Media Solutions as exclusive ad rep

MBC Media Solutions (MMS) is the in-house commercial advertising and sales unit of MBC Group. (Supplied)
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Updated 12 August 2021
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Saudi Sports Co. appoints MBC Media Solutions as exclusive ad rep

RIYADH: The Saudi Sports Co. (SSC) has appointed MBC Media Solutions (MMS), the in-house commercial advertising and sales unit of MBC Group, as exclusive advertising representative for its 2021/22 season.

This will include the Prince Mohammad bin Salman Pro League, the King Cup, and the Saudi Super Cup.

SSC also recently signed a contract with MBC Group to provide broadcasting services after launching new dedicated satellite channels. The contract will cover advertising on the network of new TV and digital channels.

In addition, SSC will broadcast regional and international tournaments such as the AFC Asian Cup, the primary association football competition featuring national teams of the Asian Football Confederation (AFC). Rights include the broadcast of the AFC Asian Qualifiers – Road to Qatar, the 2023 AFC Asian Cup to be held in China, and the AFC Champions League.

Under the agreement, MMS will provide its expertise in both digital and broadcast marketing and advertising, offering new opportunities and solutions for local and regional businesses.

Muhammad bin Abdallah Al-Khuraiji, chairman of the board of directors at MMS, said: “This special agreement with SSC will provide a wealth of opportunities for businesses in the region to reach sports viewers better than ever before.

“The marketing and advertising sectors in the Kingdom and the rest of the region are rapidly developing and advancing, and MMS’ offerings are in line with the most innovative broadcast and digital solutions in the market,” he added.


Eurovision Sport, Camb.ai to provide live subtitling for Paralympic Winter Games

Updated 06 March 2026
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Eurovision Sport, Camb.ai to provide live subtitling for Paralympic Winter Games

  • Partnership aims to increase accessibility for all audiences
  • Milano Cortina Games run from Friday to March 15

LONDON: Eurovision Sport, the European Broadcasting Union’s free-to-air streaming platform, will provide live and on-demand subtitling for coverage of the Milano Cortina 2026 Paralympic Winter Games in partnership with AI language company Camb.ai

The service will run across all competition days, allowing viewers to stream all six Paralympic Winter Games sports on Eurovision Sport with real-time subtitles. The Games open on Friday and run through March 15.

Camb.ai will supply contextual speech-to-text transcription for both live and catch-up coverage, which the organizers said would support accessibility without altering the editorial integrity of broadcasts.

Eurovision Sport Managing Director Alan Fagan said the aim was to make the Games available to “the widest possible audience,” by scaling up digital accessibility across every event on the platform.

The initiative forms part of the EBU’s most extensive digital coverage of a Paralympic Winter Games to date and complements member broadcasters’ linear output.

It also reflects a wider industry push to make live sport easier to follow for viewers watching without sound, people with hearing impairments and audiences consuming content on demand.

Camb.ai’s Chief Technology Officer Akshat Prakash said the company was proud to deepen its partnership with Eurovision Sport, describing the platform as a leader in applying new technology to sports coverage.

The two organizations began working together in 2024, when they delivered what they described as Europe’s first AI-powered real-time translated sports commentary during European Athletics events.