In collaboration with the Saudi School Sports Federation and the Ministry of Education, Leejam participates in the ‘Swim Literacy’ programme in several regions across the Kingdom

In collaboration with the Saudi School Sports Federation and the Ministry of Education, Leejam participates in the ‘Swim Literacy’ programme in several regions across the Kingdom

The programme is rolled out in collaboration with the Saudi School Sports Federation and the Ministry of Education

Riyadh, Kingdom of Saudi Arabia – 3 December 2025: Leejam Sports Company, the operator of Fitness Time clubs, announced its participation in rolling out the national "Swim Literacy Program", launched by the Saudi School Sports Federation in cooperation with the Ministry of Education. The initiative is designed to equip elementary-school boys and girls with essential swimming skills, enhance water-safety awareness, reduce drowning risks, and identify promising young talent in the sport. The initiative is set to benefit 4,200 students in seven regions of the Kingdom, mainly Riyadh, Madinah, Al-Jouf, Al-Qassim, Tabuk, Najran, and Asir, delivered through 14 Fitness Time branches dedicated to the program.

This program is a continuation of Leejam’s role in supporting community initiatives and promoting healthy lifestyles among future generations. It features a comprehensive training plan delivered in two phases, with each phase offering three sessions per week, each lasting two hours, over the course of two weeks, for a total of six sessions per phase."

The program is designed to equip students with essential foundational skills, including back floating, proper kicking techniques using a kickboard, controlled head submersion, and safe deep-water entry, along with the core fundamentals of freestyle swimming. Together, these elements aim to build students’ confidence in the water and deepen their understanding of key water-safety practices.

Leejam Sports is responsible for overseeing all operational components of the program, providing certified coaches and lifeguards, setting and managing training schedules, implementing the approved instructional framework, and tracking student progress to ensure that all learning objectives are achieved. This framework upholds the highest benchmarks of safety and quality, ensuring the program delivers strong educational value and measurable athletic development.

Sony Launches Alpha 7 V and 

FE 28-70mm F3.5-5.6 OSS II 

In Saudi Arabia

Delivers Dramatic Evolution in AI Subject Recognition Capabilities and High-Speed Performance For Stills and Video 

Riyadh, Saudi Arabia, 3 Dec, 2025 – Sony introduces the Alpha 7 V, the highly anticipated fifth generation in the popular Alpha 7 Full-frame mirrorless line-up powered by the newly developed partially stacked Exmor RS™️ CMOS image sensor with approximately 33.0 effective MP (megapixels) in Saudi Arabia. The new image processing engine BIONZ XR2™️ incorporates the AI processing unit functions of the latest α™️ (AlphaTM) series. Through these innovations, the Alpha 7 V delivers a significant performance boost across every aspect of imaging, from Real-time Recognition  AF(Auto-Focus) to Real-time Tracking , speed, stable color accuracy, still capture, and video versatility.

Additionally, Sony launches the FE 28-70mm F3.5-5.6 OSS II (SEL28702), a full-frame compatible, compact and lightweight standard zoom lens that supports the Alpha 7 V’s high-speed continuous shooting.

“Wie’re giving creators a full-frame system that can keep pace with how fast their ideas move,” said Hassan A. Obaidan, Chief Operating Officer, Modern Electronics. “From AI-driven subject recognition to high-speed continuous shooting and 4K workflows, this combination lets photographers and videographers focus on their story, not settings, regardless of the location” 

AI-Powered Performance Boosts

The Alpha 7 V integrates the AI processing unit into the BIONZ XR2 engine, delivering a substantial leap in autofocus speed, accuracy, and reliability. The Alpha 7 V has up to 30% improvement  in Real-time Recognition AF that instantly recognizes targeted subjects and continues to capture them with high precision. With 759 phase-detection points and up to 94% frame coverage, the camera ensures precise subject tracking across nearly the entire image area, even in challenging low-light conditions down to EV -4.0 .

High-resolution RAW processing is now supported through Imaging Edge Desktop application  for unparalleled post-production flexibility.

No compromise High-speed Continuous Shooting 

The combination of a partially stacked Exmor RS™️ CMOS image sensor with approximately 4.5 times faster  readout speed increased and the BIONZ XR2™️ processor results in high image quality with minimal distortion. 

Additionally, high-precision tracking with up to 60 times AF/AE calculations per second and blackout-free continuous shooting up to 30 fps  with AF/AE tracking  ensures no missed opportunities even with fast-moving subjects moving in complex patterns, such as in wildlife and sports photography. Even during 14-bit RAW shooting, it achieves high-speed continuous shooting at up to 30 fps with AF/AE tracking.

The Pre-Capture function , which can record up to 1 second before the shutter is pressed, captures decisive moments even with subjects whose movements are difficult to predict, such as pets and sports.

Outstanding Still Image Performance

Engineered for maximum creative control, the Alpha 7 V achieves up to 16 stops of dynamic range , ensuring remarkable tonal detail across highlights and shadows. Even in scenes with extreme contrast, it expresses natural and smooth gradations from dark to bright areas.

The newly introduced AI-driven Auto White Balance (AWB) leverages advanced scene analysis for consistent color rendering and uses light source estimation through deep learning technology. By automatically identifying the light source in the shooting environment with high precision and adjusting to appropriate color tones, it enables natural and stable color reproduction, resulting in more faithful colors and reducing post-production workload. 

Versatile Video Capabilities 

Expanding creative possibilities for hybrid creators, the Alpha 7 V introduces additional 4K recording modes, including 7K oversampled 4K 60p recording  available in full-frame mode and 4K 120p  mode in APS-C mode/Super 35mm delivers rich, detailed footage with exceptional flexibility in editing. 

Full pixel readout without pixel binning enables highly detailed video recording down to the finest details. 

The image stabilization features Dynamic Active Mode , enabling smooth and stable video expression even when handheld. Users can enjoy high-quality video recording in a wide range of scenes, from vlogs and creative productions to capturing family memories. 

The camera also features an Auto Framing function that automatically maintains optimal composition of subjects during recording through AI-powered subject recognition. This enables stable composition video recording in various scenes. 

New in-camera noise reduction and improved internal mic functionality   ensures high-quality audio recording by reducing steady background noises, minimizing interference, and maintaining natural sound.

Enhanced Operability and Usability

Designed with efficiency in mind, the Alpha 7 V offers Wi-Fi®️ 6E GHz compatibility  for high-speed, stable wireless transmission, along with dual USB Type-C®️ ports for improved workflow and flexibility. 

Vertical format support and an adjustable electronic shutter sound make shooting adaptable across diverse environments.

The 4-axis multi-angle monitor combines tilt and vari-angle design, offering unrestricted horizontal and vertical adjustment for greater shooting freedom. 

A better finger fit on the grip provides improved comfort, stability, and control during extended sessions.

Built for Reliability

The Alpha 7 V features upgraded power management and enhanced stamina performance, enabling longer shooting sessions without interruption. A new Monitor Low Bright mode extends battery life  even further, while improved thermal management supports extended  4K recording with uncompromised quality, approximately 630 shots when using viewfinder per CIPA standards.

FE 28-70mm F3.5-5.6 OSS II – The All-Around Lens

Compact, lightweight, and engineered for speed, the FE 28-70mm F3.5-5.6 OSS II is designed to fully leverage the continuous shooting  capabilities of the Alpha 7 V sensor. When combined with compatible cameras, this new lens offers up to 120 fps AF/AE tracking , continuous shooting, seamless body-lens coordinated image stabilization, AF available even during zooming, and built-in breathing compensation support. From dynamic action shots to fast-paced events or high-quality video capture, this lens delivers smooth, dependable responsiveness and flexibility. 

Social Responsibility

Aligned with Sony's ambitious 'Road to Zero' initiative, this product supports the company's vision for achieving a zero environmental footprint by 2050. The Sony Group's manufacturing facilities for imaging products, including the Alpha 7 V and FE 28-70mm F3.5-5.6 OSS II, operate at 100% renewable energy. The packaging uses Sony's proprietary environmentally friendly Original Blended Material  instead of plastic .

Availability

The Alpha 7 V body will be available from the middle of December 2025 in selected countries. The Alpha 7 V M-kit will be available from February 2026. The FE 28-70mm F3.5-5.6 OSS II will be available from February 2026.

The Alpha 7 V product information can be found here:

https://www.sony-mea.com/en/electronics/interchangeable-lens-cameras/ilce-7m5

The FE 28-70mm F3.5-5.6 OSS II product information can be found here: 

https://www.sony-mea.com/en/electronics/e-mount-lenses/sel28702

The Alpha 7 V product video can be viewed here: https://youtu.be/VxyFE5q6X0s

Exclusive stories and exciting new content shot with Sony's imaging products can also be found at https://www.alphauniverse-mea.com/ , a site created to inform, educate, and inspire creators.

New Quick Start Guide breaks down the essentials for operating in a 57-million-card market

Riyadh, 30November 2025:

Paymentology, the leading global issuer processor, has released a new Quick Start Guide to help banks, fintechs and brands plan, build and run card programmes in Saudi Arabia. The guide is designed as a practical reference for teams that want to understand how issuing works in the Kingdom, from operating models and partner roles to regulation and local payment rails.

Card usage in Saudi Arabia continues to grow, supported by strong consumer adoption and modern national infrastructure. In 2025, the market counted roughly 57 million cards and more than SAR 1.2 trillion in annual spend. Debit drives over seven billion yearly transactions, prepaid issuance exceeds 21 million cards, and commercial card usage is rising at around 10% a year, with average spend expected to pass SAR 58,000 per card in 2026.

As this growth continues, issuers entering or expanding in the country need a clear view of how responsibilities are divided between issuers, licence sponsors, programme managers and processors, and how requirements from the Saudi Central Bank (SAMA) and Capital Market Authority (CMA) shape compliance and operational controls. 

The guide - developed in collaboration with Flagship Advisory Partners - sets out these roles and expectations, and explains how domestic rails such as Mada, SADAD and SARIE affect routing, settlement and product design.

The publication sits alongside Paymentology’s expanded on-the-ground presence in Riyadh, announced in September, and forms part of its wider support for the Kingdom’s Vision 2030 ambitions in digital payments.

Nauman Hassan, Regional Director MENA at Paymentology said: “Saudi Arabia has become one of the most important payments markets in the region, with real scale, sophisticated infrastructure and clear national goals. Many issuers know they want to build here, but the detail of how the market works is not always obvious. This guide brings together the key points: the rules, the partners and the operating choices, so teams can move from a high-level idea to a plan they can execute.”

What the Quick Start Guide covers:

● Market picture: how Saudi Arabia’s card sector is structured, where spend is growing, and how debit, credit, prepaid and commercial cards compare.

● Operating options: the differences between in-house issuing, technical processing, programme management and co-branded approaches, and what each means in practice.

● Roles and regulation: how duties are split across issuers, licence sponsors, processors, programme managers and schemes under SAMA and CMA oversight.

● Local infrastructure: the role of Mada, SADAD and SARIE in routing, settlement, acceptance and product design.

● Roadmap to launch: a checklist and phased path from commercial strategy and partner selection through pilot, optimisation and scale.

Erik Howell, Partner at Flagship Advisory Partners, also commented: “Launching a card product here involves a specific mix of licensing, scheme requirements, operating decisions and the use of local rails. Working with Paymentology, we’ve brought these elements together in a way that helps issuers approach the market with clarity and confidence.”

The Quick Start Guide to Card Programmes in KSA is available to download now at: https://www.paymentology.com/report/issuing-new-card-programmes-saudi-arabia

Bayer to Locally Manufacture Aspirin Protect in Saudi Arabia in Partnership with Alpha Pharma

• Landmark Agreement Advances Vision 2030 Goals for Pharmaceutical Localization and Public Health Self-Reliance 

• The local production of Aspirin Protect in Saudi Arabia is set to commence in 2028. 

• Supporting sustainable access to life-saving cardiovascular treatments for communities across the Kingdom

Riyadh, Saudi Arabia – November 27, 2025 – Under the auspices of the Local Content and Government Procurement Authority, Bayer, a global life sciences leader, has entered into a strategic Memorandum of Understanding (MoU) with Alpha Pharma, a state-of-the-art pharmaceutical manufacturing facility located in Saudi Arabia’s King Abdullah Economic City (KAEC), established in collaboration with Alpha Pharma, to locally produce Aspirin Protect. Aspirin is the iconic brand of Bayer that, for more than 127 years, has continued its job saving hearts and supporting physicians and patients in the cardiovascular field. 

The signing marks a pivotal moment in Saudi Arabia’s journey toward pharmaceutical self-sufficiency and public health resilience. It reflects Bayer’s commitment to advancing Vision 2030 priorities through local partnership and innovation, from alignment with national goals to meaningful impact for people across the Kingdom. The local production of Aspirin Protect is expected to be fully operational by 2028. 

Local production of Asprin Protect directly supports Saudi Arabia’s Health Sector Transformation Program, a key pillar of Vision 2030, strengthening the Kingdom’s capacity to manufacture critical, high-quality medicines locally, advancing healthcare self-reliance and reducing dependence on imports. CVD remains a major health challenge in the Kingdom, and ensuring consistent local access to essential, life-saving treatments is a national public health priority. Through this partnership, Bayer and Alpha Pharma are contributing directly to reducing the national disease burden, improving patient outcomes, and enhancing quality of life for communities across Saudi Arabia.

Beyond direct health benefits to the community, this milestone contributes to economic diversification and industrial transformation by embedding advanced pharmaceutical expertise within Saudi Arabia’s healthcare ecosystem. Bayer’s collaboration with Alpha Pharma introduces global manufacturing know-how and advanced production technologies into the Saudi market. By transferring these capabilities, Bayer equips the Kingdom’s pharmaceutical sector with the expertise and precision required to meet international quality standards.

Commenting on the partnership, Maged El Shazly, Managing Director of Bayer Saudi Arabia and Country Commercial Lead for Bayer Consumer Health, said: “The local manufacturing of Aspirin Protect represents more than a production milestone - it is a pivotal step toward realizing the ambitions of Saudi Vision 2030. By integrating world-class quality with local capabilities, we are ensuring reliable access to essential medicines, delivered where and when they are needed most. This achievement underscores Bayer’s long-term commitment to supporting the Kingdom’s journey toward a more self-reliant and sustainable healthcare system”.

Yasser Naghi, Chairman of Alpha Pharma said: “This landmark partnership marks a proud milestone for Alpha Pharma and reflects the confidence placed in Saudi pharmaceutical expertise. By supporting the localization of Aspirin Protect, we are reinforcing the resilience of the Saudi healthcare ecosystem while supporting public health and the national objective of pharmaceutical self-sufficiency. Through our advanced facilities and highly skilled Saudi workforce, Alpha Pharma is committed to driving innovation, sustainability, and a healthier future for our nation.”.

The MoU builds on Bayer’s long-term commitment to cardiovascular health in Saudi Arabia. Over the past three years, Bayer has worked closely with the Ministry of Health on national awareness programs and public education initiatives aimed at improving screening and prevention for CVD. The move to localize production of Aspirin Protect crowns these efforts with an enduring commitment to supply security and sustainable health access. 

By embedding world-class pharmaceutical production into Saudi Arabia’s health system, Bayer and Alpha Pharma are taking a vital step toward the realization of Vision 2030. This initiative not only ensures consistent availability of a life-saving product, but it also signals a new era of public-private cooperation, local capability building, and regional leadership in medicine manufacturing.

Abdo Chalala, General Manager at Amazon Saudi Arabia: The growing shift toward digital shopping highlights the strong momentum driving the Kingdom's e-commerce landscape.

Abdo Chalala, General Manager of Amazon Saudi Arabia, stated that the rise in online shopping reflects a strong indicator of the unprecedented momentum driving the Kingdom’s e-commerce sector. He emphasized that this growth aligns with the objectives of Saudi Vision 2030, particularly in advancing digital transformation and diversifying the economy.

Chalala noted that Amazon places customer satisfaction at the heart of its operations. The company has built a scalable logistics network capable of efficiently meeting seasonal demand, enabling customers across the Kingdom to order eligible products and receive them the same day or the next day.

He also highlighted Amazon’s excellence in offering thousands of deals across one of the most diverse product selections in the e-commerce sector, including exclusive discounts during the White Friday sales season.

In this exclusive interview, Chalala responded to several questions related to customer trends in Saudi Arabia and the company’s key initiatives, with White Friday promotions at the forefront.

Q1) White Friday has become one of the biggest retail moments of the year in the Kingdom and wider region. What kind of deals and offers can shoppers expect from Amazon this season?

White Friday is one of the most anticipated shopping events on Amazon.sa, and this year customers in Saudi Arabia will find thousands of deals running from November 20 to 30. Shoppers can expect discounts of up to 70% across all categories including electronics, fashion, beauty, home, kitchen, grocery, games and Amazon Devices. They can also explore an extended selection of deals on international products from Amazon US, UK and Germany through the Amazon.sa/Global-Store.

We are also bringing back daily flash deals, live from 8:00 PM to 10:00 PM (KSA time), giving customers limited-time savings on popular items from local and international brands. Many of these products will be eligible for Same-Day and One-Day Delivery. Shoppers can also explore Amazon.sa/bazaar, Amazon’s dedicated value destination, designed as the go-to place for affordable fashion, home and lifestyle essentials. Customers can access an extra 50% off during the sale by using the code BWF50.

In addition to these offers, Prime members can make the most of White Friday by unlocking special offers, instant bank discounts, and fast, reliable, or even free delivery on eligible items. In Saudi Arabia, Prime membership is available at Amazon.sa/prime for SAR 16 per month or SAR 140 per year and provides customers with year-round shopping and entertainment benefits.

Q2) What are some of the customer trends you see in Saudi Arabia when it comes to shopping online?

Our latest research highlights two clear behaviours among customers in Saudi Arabia. First, more shoppers are choosing Amazon for their everyday essentials. Second, we see that customers treat White Friday as a key moment to plan ahead and organize their purchases.

More than 56% of customers say they are buying pantry staples and long-life groceries during the sale. Almost half at 47% are picking up cleaning and household supplies, while 29% are opting for health-related items such as vitamins and over-the-counter medicines. Customers are also adding fresh and refrigerated foods at 27%, along with snacks and drinks at 19%. These choices demonstrate how customers depend on Amazon for convenience, selection and reliable delivery for their daily needs.

Shoppers are also looking for great deals on categories beyond essentials. Sixty-nine percent plan to buy clothing, shoes or accessories, 52% are considering personal electronics and 50% expect to purchase beauty or personal care products. These categories continue to perform strongly as customers balance practicality with moments of treating themselves or gifting others.

Taken together, these trends point to thoughtful and intentional shopping. Customers in the Kingdom are planning ahead, making informed choices and prioritizing products that matter most to their households. Our role is to support that behaviour through our wide selection of products, meaningful savings and fast, dependable delivery that helps customers get everything they need in one place. This shift in how people shop is also shaping the expansion of Saudi Arabia’s e-commerce sector and aligns with the country’s Vision 2030 to build a digitally enabled economy powered by innovation.

Q3) How does Amazon ensure the timely delivery of products during busy sale events like White Friday?

Customer obsession sits at the heart everything we do and it guides every decision we make. Our focus is always on delivering a fast, reliable and seamless experience for customers, no matter how high demand becomes. In 2024, we were able to deliver to our Prime members at the fastest speeds ever globally, with more than 9 billion items arriving the same or next day . 

To support customers during peak periods, we have spent more than twenty years building a fulfillment and transportation network that can scale efficiently when demand surges. Our latest research shows that delivery speed is a top priority for shoppers in Saudi Arabia, with 85% saying fast and dependable delivery helps them feel more at ease and 78% valuing clear visibility on when their order will arrive. These insights directly shape how we prepare for White Friday.

Ahead of the event, we position high-demand products closer to customers inside our fulfillment centers, improve inventory flow and enhance pick and pack efficiency. We also use advanced technologies and AI-driven tools to forecast demand and optimize our delivery routes to reduce delivery times.

Today, Prime members in the Kingdom can place eligible orders as late as 12:00 PM and receive them the same day. Through our partnership with Al-Othaim, customers can also receive thousands of grocery and household items within two hours.

This White Friday, we are ready to reach more customers with faster delivery and a wider selection. Our operations network in Saudi Arabia now includes two fulfillment centers, three sort centers and more than 25 owned and third-party delivery stations, enabling us to deliver with the speed and reliability customers expect from Amazon. 

Q4) How do you see consumer behavior in Saudi Arabia evolving AI powered shopping experiences?

Shoppers in the Kingdom are increasingly turning to AI to guide their decisions when purchasing products. In fact, 87% of respondents in our HarrisX research said they would likely use AI features during White Friday, and 67% felt that tools like AI and wishlists make their overall experience more convenient.

What we’re seeing is a shift from browsing to precision shopping. Consumers are using AI to cut through the noise and find exactly what they need faster – whether it’s using visual search to find a specific style they’ve seen, getting personalized recommendations based on their preferences or using AI agents to compare products. The time-saving aspect also resonates strongly among consumers in the Kingdom. When asked about their ultimate shopping superpower, 12% said it would be instantly finding the perfect item every time 

We’re also observing how AI builds consumer confidence. Shoppers value authenticity and quality, and AI-powered features that verify products and offer genuine customer insights are helping them make more informed decisions. This is specifically important for premium purchases where shoppers want absolute certainty before committing.

Looking ahead, consumers in Saudi Arabia will want AI tool that feel more in tune with their daily habits in the sense that they can pick up on their routines and anticipate what they might need instead of waiting for them to search. This is where agentic commerce comes in – a new wave of AI that can take on more of the work for shoppers and guide them in a more effortless way.

Riyadh, 27 November 2025 - This November, Netflix is inviting families across Saudi Arabia to come together for family movie nights, a new series of community events about stories, togetherness, and the joy of shared entertainment. The first event will take place in Riyadh on 4 December, followed by Abha on 12 December and Dammam on 19 December, free and open to the public, with prior registration.

With every community event set in a living room feel, families will find a welcoming space to enjoy activities, interactive experiences and entertainment. From themed games to creative zones where kids and parents can play, laugh, and connect, every event will offer something special that creates memorable experiences rooted in family time and community spirit.

Netflix’s mission has always been to entertain the world by giving every member of the family something to enjoy. The entertainment service continues to expand its wide library with a range of stories, from award-winning animated adventures like “The Sea Beast” to educational series such as “Breaking Boundaries", and beloved characters in “Boss Baby,” these titles, and countless others, reflect Netflix’s ongoing focus on connecting families everywhere through stories that inspire imagination and conversation.

The screenings reflect that same mission in action, bringing families together in real life to spend time together, enjoy stories in a shared setting, and build moments that last.

Reserve your spot here: https://netflixmena.me/netflixfamilymovienight/