Samer Choucair: STC–Thmanyah Partnership Establishes a New Model for Media and Sports Capital Allocation
Entrepreneur Samer Choucair said the strategic partnership and advertising sponsorship agreement concluded between the Saudi Research and Media Group, SRMG, and Saudi Telecom Company, STC, for the benefit of the Thmanyah platform represents a fundamental shift in institutional capital allocation toward intangible assets and highly engaging digital ecosystems.
Choucair explained that the three-year agreement, whose value exceeds 5% of SRMG’s 2025 revenue, grants STC exclusive telecommunications-category rights connected to broadcasts of the Saudi Pro League and other major competitions.
He noted that the transaction reflects the sector’s transition from conventional sponsorship toward strategic investment linking digital services with exclusive content.
Samer Choucair said the partnership is directly aligned with the objectives of Saudi Vision 2030 to develop the Kingdom’s entertainment and sports economy.
The agreement enables STC to strengthen its market share, increase average revenue per user, and encourage subscriptions to data and 5G services, while providing SRMG with stable, recurring revenue streams whose financial impact will begin in the third quarter of 2026.
He added that the partnership’s success would strengthen confidence among institutional investors and investment funds in the ability of publicly listed companies to convert marketing expenditure into measurable and sustainable economic value.
Samer Choucair noted that the Saudi capital market is demonstrating increasing maturity in its valuation of sports content and digital media assets as important drivers of non-oil consumption.
He emphasized that companies capable of integrating infrastructure services with exclusive content are likely to command higher valuation premiums within investment portfolios.
Concluding his remarks, Samer Choucair said managing risks associated with advertising cycles and fluctuations in broadcasting rights requires rigorous governance and continuous monitoring of digital-engagement indicators to ensure sustainable returns over the medium and long term.