How Global Brands Can Expand in Saudi Arabia Through Licensing

A striking view of the iconic Al Faisaliah Tower framed by palm trees and greenery in the heart of Riyadh, Saudi Arabia.

Saudi Arabia is undergoing a historic transformation. Under the ambitious Vision 2030 agenda, the Kingdom is diversifying its economy away from oil, investing billions into tourism, entertainment, culture, and digital infrastructure. For global brands looking to expand into new growth markets, this transformation is more than a headline—it's an invitation.

At the heart of this opportunity lies an often-underestimated strategy: brand licensing.

Licensing—the practice of granting rights to use intellectual property (IP) in exchange for fees or royalties—is proving to be a powerful engine for growth in the Saudi market. Whether you're a global content creator, lifestyle brand, sports league, or museum, licensing offers a low-risk, high-reward path to market entry and long-term presence in the region.

Vision 2030: Licensing as a Strategic Enabler

Licensing is emerging not merely as a commercial tactic but as a strategic enabler of Saudi Arabia’s economic diversification goals. This evolving perspective—shared by both public and private sector leaders—recognizes licensing as a powerful driver of innovation, cultural exchange, and local content creation. As global licensing models are thoughtfully adapted to align with the Kingdom’s unique cultural and regulatory landscape, the government continues to strengthen its support for IP protection, creative industries, and international collaboration.

From retail and sports to entertainment and tourism, licensing is fast becoming a cross-sector accelerator. For global brands ready to enter the market, the message is clear: those who act early will help define the future of this vibrant and rapidly evolving economy.

What Makes Saudi Arabia Different?

The Middle East and North Africa (MENA) region is diverse, but Saudi Arabia stands out for several reasons: a young population (over 70% under 35), rapid digital adoption, high consumer spending power, and an emerging appetite for branded experiences.

However, entering the Saudi market requires more than a copy-paste of Western strategies. Localizing your licensing approach is crucial—this includes adapting creative assets, aligning with cultural values, and understanding the regulatory landscape.

Industry leaders in a recent panel discussion pointed out that it requires cultural sensitivity, on-the-ground partners, and flexible frameworks. As one expert noted, “What works in London or LA might not land the same way in Riyadh—but with the right approach, it can resonate even deeper.”

For brand owners, this means working with local agents or licensing agencies that understand the ecosystem, consumer behavior, and distribution channels in Saudi Arabia.

Location-Based Entertainment: A Giga Opportunity

Perhaps the most exciting frontier for licensing in Saudi Arabia is location-based entertainment (LBE). The Kingdom is investing heavily in giga-projects like Qiddiya, NEOM, and Boulevard Riyadh City, each of which promises to be a magnet for family entertainment, themed attractions, and IP-driven experiences.

Global licensors are already eyeing the market for immersive branded zones, touring exhibitions, and branded family edutainment centers. As developers look to differentiate and deliver world-class content, licensed IPs offer ready-made storytelling and emotional connection—a win-win for both sides.

In this context, licensing isn't just about merchandise—it's about creating unforgettable physical experiences anchored in beloved brands.

Sports, Streaming, and Gaming: A New IP Frontier

Saudi Arabia's rise in the global sports and entertainment landscape is impossible to ignore. From high-profile investments in football and Formula 1 to the growth of the Riyadh Season and the country’s expanding footprint in esports and gaming, the Kingdom is rapidly becoming a content and distribution powerhouse.

Business leaders examined how licensing is transforming key verticals—uncovering opportunities in TV formats, sports merchandising, in-game assets, and streaming collaborations. Both global and regional players are increasingly turning to licensing not only to extend their IPs but also to build loyal fan communities, drive deeper engagement, and unlock new revenue streams.

A notable example lies in children’s entertainment, where brands offering Arabic-dubbed content tailored to local cultural preferences are gaining significant traction across both traditional broadcast channels and digital platforms.

The Future of Retail: Powered by IP

Retail in Saudi Arabia is being reimagined. Gone are the days when brick-and-mortar malls were solely about shopping. Today’s retail landscape is increasingly experiential, digital, and brand-driven.

From co-branded collections and branded pop-up stores to AR-enabled packaging and influencer-driven promotions, licensing is reshaping the customer journey. This presents a golden opportunity for global brands to collaborate with local retailers, influencers, and designers to create products and experiences that resonate deeply with Gen Z and millennial consumers.

What’s Next in Licensing? Global Trends, Local Relevance

The growth of Saudi Arabia’s licensing industry is part of a broader shift—one that is being fueled by a robust and expanding ecosystem that includes forward-looking policy frameworks, strengthened IP protection, dedicated licensing agents, cultural consultants, and legal experts who understand the local and international terrain.

A key milestone in this journey will be the upcoming Licensing Horizons Riyadh 2025, taking place on October 28. This flagship event will bring together global and regional industry leaders to explore the next wave of opportunities in brand licensing across entertainment, retail, sports, gaming, and culture. From immersive panel discussions to exclusive keynote sessions, the event will offer actionable insights on how to localize global strategies for the Saudi market.

The day will culminate in the Licensing Horizons Awards Ceremony, which celebrates excellence, innovation, and impact in the regional licensing space. This moment not only honors outstanding players in the industry—it also reflects just how far the Kingdom has come in establishing itself as a rising hub for licensing, IP commercialization, and cross-cultural brand partnerships.

Final Thoughts: Now Is the Time to Act

For global brands eyeing expansion, Saudi Arabia is not just a promising market—it’s a market in motion. Licensing offers an agile, scalable, and culturally adaptable path to presence and profit.

For those serious about entering or growing in this market, events like Licensing Horizons Riyadh provide unmatched access to the people, insights, and opportunities that matter.

In licensing, as in business, timing is everything—and in Saudi Arabia, the time is now.