Boutique Group launches Diploma Program to cultivate the next generation of Saudi hospitality and culinary leaders

• Collaboration spans facility operations, co-investment, sponsorship, data and technology, grassroots engagement, and content

• Landmark partnership leverages Leejam’s national footprint and SURJ’s sports IP to unlock value across Saudi’s sports sector

• Supports Vision 2030 ambitions to grow physical activity and expand the sports economy

Riyadh, 30 July 2025: Leejam Sports Company, Saudi Arabia’s leading network of sports and fitness centers and a publicly listed company, and SURJ Sports Investment, the Kingdom’s leading sports investment company, today announced the signing of a Memorandum of Understanding (MoU) to accelerate growth and innovation across the Kingdom’s dynamic sports ecosystem, particularly in fitness and community engagement.

Signed by Abdulelah Al-Nemr, CEO of Leejam Sports Company, and Danny Townsend, CEO of SURJ Sports Investment, the agreement reflects a shared ambition to elevate sports participation, scale innovation, and expand access to world-class fitness experiences, and activate new models of community engagement and wellness innovation in line with Saudi Vision 2030 goals to build a more active, inclusive, and healthier society.

The agreement outlines a broad framework for collaboration across six key areas: stadia and fitness facility operations, co-investment in sports properties, sponsorship and brand engagement, community activation and mass participation, data and technology integration, and co-creation of content and media production.

Abdulelah Al-Nemr, Board Member and CEO of Leejam Sports Company, said: “This MoU marks a pivotal step in Leejam’s journey to further solidify our role as a catalyst for Saudi’s wellness transformation. Partnering with SURJ aligns with our strategic vision to foster active lifestyles, deliver value for shareholders, and contribute meaningfully to the Kingdom’s socioeconomic goals. We look forward to harnessing our national footprint and digital platforms to scale this collaboration across communities and sports disciplines.”

Danny Townsend, CEO of SURJ Sports Investment, said: “Leejam’s scale and expertise in fitness and wellness make them a natural partner as we continue to grow Saudi Arabia’s sports ecosystem. This MoU reflects our shared commitment to participation, performance, and innovation, and to unlocking opportunities that go beyond traditional investment models. From stadiums to digital assets, and from community challenges to elite content, we’re excited to explore how we can bring the power of sport closer to more people across the country.”

As Saudi Arabia’s largest and most trusted network of fitness centers, operating under the “Fitness Time” brand, Leejam brings unparalleled market reach and operational capabilities. Through this partnership, Leejam will assess opportunities to operate or support fitness and wellness zones within SURJ-backed facilities, and to activate programming aligned with SURJ’s investments in major sports events and leagues. The MoU also covers exploratory co-investment models in sports IP, as well as leveraging Leejam’s national footprint to scale SURJ-led activations and co-host fitness activations that promote grassroots participation in SURJ priority sports. 

Additional areas of focus in the MoU include sponsorship engagement opportunities, ranging from access to Leejam facilities and athlete visibility within gym environments to joint sports promotion campaigns and sponsorship for SURJ-owned IP.

A core pillar of the partnership includes data and technology collaboration, enabling both entities to share insights on performance metrics, gym technologies, and digital engagement tools, as well as co-development of short-form and live fitness content across platforms.

This announcement comes at a time of rapid progress for Saudi Arabia’s sports sector. Nearly 50% of Saudis are now engaged in weekly physical activity, up from just 13% in 2015, while the number of multi-sport clubs has surged from 9 to 126, and sports federations have tripled to reach 98.

Women’s participation in sport in Saudi Arabia has seen extraordinary growth, with a 149% increase since 2015 and more than 330,000 registered female athletes today.

• Upgraded consulate reopens with self-service kiosk and customer engagement centre powered by Al Fardan Exchange to better serve Pakistani residents in the UAE

• Remittances from the Pakistani community in the UAE will exceed $7 billion in 2025

29 July 2025, Dubai, United Arab Emirates: Al Fardan Exchange, one of the UAE’s most trusted and long-standing financial services providers, has supported the renovation and infrastructure upgrades of the Consulate General of Pakistan, Dubai. As part of this enhanced experience, the consulate now features a dedicated Customer Engagement Centre powered by Al Fardan Exchange. This joint effort is designed to enhance the consular experience while bringing trusted financial services closer to an estimated 1.6 million Pakistani nationals residing in the UAE. 

 The newly launched centre includes an on-site self-service kiosk that allows customers to track remittances in real time, conduct digital transactions, and check exchange rates instantly, providing a seamless and convenient experience within the premises. With the consulate serving thousands of visitors daily, this embedded touchpoint delivers critical financial access and convenience to the customers. 

His Excellency Hussain Mohamed, Consul General at Consulate General of Pakistan, Dubai stated that: “We are sincerely grateful to Al Fardan Exchange for their generous support in enhancing the Pakistan Consulate’s infrastructure. This partnership not only reflects our shared commitment to serving the Pakistani community but also opens new opportunities for improved service and financial inclusion. With over 2,000 people visiting the Consulate daily, this new Customer Engagement Centre will play a vital role in connecting our citizens to secure, efficient, and trusted financial solutions. We look forward to continuing this meaningful collaboration in the years to come.”

Hasan Fardan Al Fardan, CEO at Al Fardan Exchange, said: "We are proud of the deep relationship we share with the Pakistani community, a bond built over five decades of trust. For generations, millions of customers from Pakistan have chosen Al Fardan Exchange as their trusted partner to send their hard-earned money home. This Customer Engagement Centre reflects our ongoing commitment to support them with utmost care, security, and reliability. We are honoured to strengthen this connection and carry it forward for years to come."

The launch comes amid rising remittance flows, with UAE-based Pakistanis sending over USD 6.7 billion in 2024. That number is expected to surpass USD 7 billion in 2025, reaffirming the UAE’s role as one of the top global sources of remittances to Pakistan. Between July 2024 and May 2025 alone, Pakistanis in the UAE remitted over $754 million, making the UAE the second-largest source of remittances to Pakistan globally, after Saudi Arabia.

As part of Al Fardan Exchange’s omnichannel ecosystem, which includes over 90 branches and the AlfaPay mobile app, the centre embodies the brand’s mission to meet customers wherever they are - in person, online, or on the go.

 Huawei and the Ministry of Communications and Information Technology (MCIT) reinforced their commitment to empowering national talent and advancing Saudi Arabia’s digital transformation agenda with the grand opening of the Future Skills Center in Riyadh.

The ceremony was attended by high-level dignitaries, including H.E. Haytham AlOhali, Vice Minister of Communications and Information Technology; and H.E. Chang Hua, Ambassador of the People's Republic of China to Saudi Arabia; Eng. Murhaf Bin Mohammed Al-Madani, Assistant Minister for Development and Transformation at the Ministry of Education; Eng. Mansour bin Saleh Al-Qurashi, Deputy Minister of Communications and Information Technology for International Cooperation and Partnerships; Safa Al-Rashed, Deputy Minister of Future Jobs and Capabilities; as well as Liam Zhao, Chairman of the Board for Huawei Saudi Arabia.

The Center stands as an evolution of the successful ‘Future Space’ exhibition that opened in 2022 by Huawei and in collaboration with the Saudi Space Commission (SSC). The largest of its kind outside China, the Future Space exhibition showcases advanced technologies such as autonomous driving, 3D printing and brainwave robot control. It has welcomed more than 35,000 visitors since opening its doors to the public and has offered more than 270 training sessions to more than 10,000 participants in three years.

Commenting on the inauguration, H.E. Haytham AlOhali, Vice Minister of Communications and Information Technology, said: “Enhancing digital capabilities is a pivotal element in developing human capital and a fundamental driver of growth in the technology and economic sectors. The Future Skills Center contributes by providing an advanced training environment focused on developing digital skills in modern technologies, keeping pace with the rapid technological advancements and achieving the objectives of Vision 2030.”

The launch follows Huawei and MCIT’s joint announcement at the 2025 LEAP Summit earlier this year to expand the Future Space exhibition into a broader Future Skills framework. Now, the Future Skills Center has been redesigned as a dynamic hub for skill-building, technological exploration, and hands-on innovation. It offers immersive learning experiences in next-generation technologies including Artificial Intelligence (AI), 5G, and smart applications across various industries and communities.

Speaking on the newly launched center, H.E. Chang Hua, Ambassador of the People's Republic of China to Saudi Arabia, said: “This initiative stands as a powerful example of the deepening cooperation between China and Saudi Arabia across the fields of innovation, education, and technology. The Future Skills Center reflects our shared belief in the importance of knowledge exchange and capacity building to drive sustainable growth. China and Saudi Arabia have a rich history of collaboration, and we will continue to partner to build a strong digital future here in Saudi Arabia.”

For his part, Liam Zhao, Chairman of the Board at Huawei Saudi Arabia, said: “When we first opened Future Space three years ago, our aim was to inspire a new generation of Saudi innovators. Since then, that inspiration has evolved into real momentum. We witness a remarkable drive here to learn about emerging tech, and this aligns fully with one of Huawei’s core priorities – to develop local talent and expand access to digital skills. With the launch of the Future Skills Center, we are deepening our commitment to create more value and accelerate Saudi’s digital future.”

The newly inaugurated Future Skills Center is aligned with the national strategy to build a digitally enabled society and develop a competitive knowledge-based economy. It will provide training, certifications, and real-world application scenarios that strengthen local capabilities and inspire future innovators.

28 In a strategic move aimed at opening new horizons for international investment and cooperation, Alkhabrat Aluwla Company has announced the signing of a strategic partnership with the China-Arab Investment Center. This partnership is part of both parties’ efforts to strengthen integration in the fields of technology, investment, and cross-border trade, with Riyadh serving as the starting point.

The partnership comes at a critical time, as the world witnesses rapid economic transformations that demand smart alliances and cross-cultural integration. Alkhabrat Aluwla, with its diversified portfolio spanning technology, marketing, consulting, commercial agency services, and international trade, will leverage this agreement to expand its regional and global presence by capitalizing on the vast network of relationships held by the China-Arab Investment Center across Asian and Arab markets.

Dr. Mohammed Al-Arab, CEO of Alkhabrat Aluwla, stated:

“We are not merely looking for partners, but for those who possess the vision and boldness to write new chapters in the story of smart economics. Our partnership with the China-Arab Investment Center is a qualitative step toward creating true investment integration that reflects our ambition to be a force for change in the Arab and Asian economic landscape.”

Mr. Mohammed Al-Hulal, CEO and co-founder of Alkhabrat Aluwla Added :

“Forming an alliance with an investment center of the scale and depth of the China-Arab Investment Center reflects our belief in the necessity of expanding our sphere of influence and strengthening smart institutional work. We believe this collaboration will be a turning point that enables us to deliver solutions beyond expectations and unlock new markets for our partners and clients.”

The partnership is expected to result in the launch of innovative initiatives, including joint technology and investment projects, training and qualification platforms, and a series of economic events aimed at promoting the concept of “cross-border alliances” in a rapidly evolving investment environment.

Ms. Angelina Li, President of the China-Arab Investment Cooperation Center, stated that this strategic partnership represents a pivotal step in keeping pace with global trends and advancing Sino-Arab relations from “energy connectivity” to “integrated cooperation across the industrial value chain.”

Supported by a high-efficiency, multifunctional digital trade platform, the partnership aims to deliver comprehensive digital solutions in areas such as economic trade, green industry investment, digital infrastructure, logistics, supply chain finance, consulting, and commercial cooperation.

In addition, periodic events—such as the China-Arab Investment Summit and Expo—will contribute to supporting Saudi Vision 2030 for sustainable development. As the Arabic proverb says, “If you want to go fast, go alone; if you want to go far, go together.” In facing the complexities of the global economic landscape, challenges can only be turned into opportunities through joint efforts.

Saudi Arabia’s gaming market surpassed 7.88 billion SAR in 2024, highlighting the region’s status as one of the world’s fastest-growing gaming hubs

• Fnatic Meet & Greet events were held at the Esports World Cup and in-store at Sony World, Granada Mall, Riyadh

• Fans can experience INZONE x Fnatic co-branded gear first-hand, including the INZONE H5/H9 wireless headset, and INZONE M10S gaming monitor

(Riyadh, Saudi Arabia, 24 July 2025) – Sony Middle East and Africa collaborated with Fnatic, one of the world’s leading esports organisations, to deliver an immersive, fan-first experience at the 2025 Esports World Cup in Riyadh.

With Saudi Arabia's gaming market surpassing 7.88 billion SAR  in 2024 and esports alone generating over SAR 83.28 million , this event further elevated the region's gaming boom.  From 8–13 July 2025, fans visited the INZONE x Fnatic booth at the Content Creator Park to meet their players including Jake ‘Boaster’ Howlett, Austin ‘Crashies’ Roberts, Kajetan ‘ Haremski, Timofey ‘Chronicle’ Khromov, and Emir Ali ‘Alfajer’ Beder. Visitors also tried cutting-edge gaming gear while being part of this rapidly expanding global phenomenon.

The Sony INZONE booth offered fans an exclusive meet-and-greet opportunity with Fnatic’s team, alongside exciting giveaways and interactive gaming zones. 

Beyond this, gaming enthusiasts had the chance to experience the INZONE range, including the newly launched INZONE M10S gaming monitor along with the INZONE H5 and INZONE H9 wireless headset, all developed in close collaboration with Fnatic’s pro players. These products are built for competitive performance, designed to deliver next-level audio and visual fidelity for both casual and elite gamers. The Fnatic team currently uses these peripherals in training and competition.

Product Highlights

• INZONE M10S gaming monitor – tailored for low-latency, fast refresh gameplay, enhanced picture settings preferred by pros.

• INZONE H5/H9 wireless headsets – feature immersive 360° spatial audio and up to 32‑hour battery life, ideal for long competitive sessions.

The activation showcases Fnatic and Sony INZONE’s ongoing commitment to delivering premium experiences for the gaming community across the region. Following the announcement of a multi-year global partnership in June 2023 , combining Fnatic’s elite esports heritage with Sony’s innovation in high-performance gaming technology.

Jobin Joejoe, Managing Director, Sony Middle East and Africa said: “With more than 33 million gamers across the GCC, and nearly 62% of the total gaming population in Saudi Arabia. This experience taps into a deeply passionate and fast‑growing audience, creating this memorable experience allows fans to engage with the Fnatic Team in a real gaming environment”

Sam Mathews, Founder & CEO, Fnatic added: “We’ve always believed in being right where our fans are, and this partnership with Sony INZONE is all about creating special moments that bring us closer together. We’re proud to be here in Riyadh, connecting with our fans in t .”

In addition to the booth at the Esports World Cup, fans in Riyadh also had the chance for an exclusive meet and greet with the Fnatic Valorant Team at Sony World, Granada Mall, Riyadh, on July 10th. This in-store experience allowed fans to test the Inzone range and meet their favourite players all while exchanging tips and tricks with their fellow players.

The collaboration took place alongside Fnatic’s participation in the Valorant tournament, part of the Esports World Cup’s debut of Riot Games’ flagship tactical shooter, where 16 top teams battled live on a Local Area Network (LAN) in front of fans for a SAR 4.69 million prize pool.