Fuse, a global sport and entertainment marketing agency, part of Omnicom Media, has launched its Dubai office, expanding its presence in the Gulf region.
The move reflects Fuse’s long-term commitment to the market, building on its presence in Saudi Arabia and responding to growing demand from brands seeking to connect with audiences through sport, entertainment and culture across one of the world’s fastest-evolving regions.
Operations in the Gulf region will be led by Danielle Barwick, Executive Director, Fuse Dubai, who relocates from Fuse’s London office. Barwick brings extensive international experience and a proven track record of building market-leading propositions.
The Dubai team will provide clients direct access to Fuse’s global network and capabilities, while supporting the growth of long-term partnerships with brands such as PepsiCo and The Saudi Investment Bank.
The offering spans commercial strategy, rights consultancy, insights and effectiveness, events and partnership activation, creative strategy, PR, design, talent and influencer management.
The launch comes as the Gulf continues to establish itself as a global hub for major events, including Formula 1, Saudi Pro League, international boxing and UFC events as well as a growing esports presence attracting global attention.
Despite the current geopolitical uncertainties, investment in sport, entertainment and culture remains important and continues to grow as a space for brands.
From its new office, Fuse Dubai will help brands show up more meaningfully, combining global expertise with local understanding to deliver effective work that creates business impact for clients. Powered by Omnicom Media, the agency offers end-to-end solutions from strategy through to activation.
Danielle Barwick, Executive Director, Fuse Dubai, said: “The Gulf represents one of the most exciting and strategic growth markets globally for sport and entertainment marketing. Reinforcing the Fuse presence in this region through our office in Dubai allows us to bring our global expertise to a region that is rapidly becoming a hub for world-class events and cultural moments.”
Barwick added, “With the support of Omnicom Media and strong local partnerships, we’re uniquely positioned to help brands connect with audiences in meaningful and impactful ways.”
Elda Choucair, CEO of Omnicom Media MENA, said, “The launch of Fuse Dubai reflects our continued investment in building capabilities that meet evolving client needs. We are operating in a moment of real uncertainty across parts of the region, but the role of sport, entertainment and culture does not diminish in these moments, it becomes more important as spaces for connection and continuity.”
Choucair added, “The region continues to establish itself as a global hub for culture and major events, and a Fuse presence in Dubai ensures our clients can access the right partnerships, thinking and expertise to unlock that opportunity.”
Fuse’s International client roster includes PepsiCo, Vodafone, Philips and UFC, delivering award-winning partnership work across sport, entertainment and culture.