The Kingdom of Saudi Arabia welcomed brand-licensing professionals from around the globe as Riyadh hosted the inaugural Licensing Horizons event on October 28, 2025. The gathering—organised by the Saudi-French Business Council in partnership with BrandTrends, BBM Licensing, Licensing Horizons and Licensing International—marks the country’s first dedicated licensing-industry forum.

Held at the Madareem Hotel, the event united global brand-owners, regional agencies and investors to explore how licensing, culture and innovation can fuel growth across Saudi Arabia’s evolving economy.

Sessions such as “Think Global, Act Local: Does Authenticity Drive Licensing Success?”, “Entertainment, Sports & Gaming” and “Location-Based Entertainment and Its Future in Saudi Arabia” addressed key themes.

Representatives from Licensing International and Licensing International France joined Saudi-based executives to underline the Kingdom’s emergence as a creative hub.

According to BBM Licensing CEO Amer Bitar, “Riyadh is the natural next step… Under Vision 2030, Saudi Arabia is becoming the region’s creative growth engine.

This marks the beginning of a new IP era.” BrandTrends CEO Philippe Guinaudeau added that the forum reflected a mission “to connect global creativity with regional ambition.”

The event took place against the backdrop of broader economic transformation, as Saudi Arabia shifts from energy dependence towards entertainment, culture and digital sectors.

By convening licensors, licensors and investors, Licensing Horizons Riyadh signalled the Kingdom’s intention to build a vibrant licensing ecosystem—anchored in localisation, innovation and strategic partnerships.

For the global licensing community, this marks a shift—Saudi Arabia is no longer just a growth market, but a staging ground for cross-border brand expansion into the Middle East and beyond.