RISE has launched a new practice, with its Arts & Culture arm to provide commercial and marketing advisory services to institutions across the landscape.
Best known for its work in the sports and entertainment sectors, with clients such as Saudi Pro League, PepsiCo, Dubai Sports Council and NEOM, RISE is now seeking to expand its position in the arts & culture scene.
“Launching a dedicated Arts & Culture practice was a logical and timely progression for RISE,” said Rayyah Fathalla, who heads the new arm. “Our aim is to help cultural institutions and heritage sites realise their full potential by adopting commercial strategies that are both innovative and sustainable. Our niche industry knowledge and deep understanding of the MENA region enable us to provide market-leading solutions.”
These solutions will mirror the firm’s portfolio in sports and entertainment. RISE helps its clients create, implement, and activate commercial strategies, working across the lifecycle from inception to execution. Key offerings include commercial strategy development, asset valuations, institutional management, sponsorship frameworks, sales activation, and market education.
The arts & culture scene is by no means new terrain for RISE – the company has already supported the commercialisation of cultural projects such as Riyadh Art, including the Noor Riyadh festival, and the first Saudi Grand Opera.
The Riyadh-headquartered firm has also delivered commercial projects for clients including the Ministry of Culture, the Heritage Commission, Diriyah Season, Qiddiya, Department of Culture and Tourism Abu Dhabi, the Royal Commission for AlUla, and the Royal Commission for Riyadh City.
By bringing together its expertise and track record in the sector under a unified roof, RISE aims to build out its success. “With more than a decade of experience delivering high-profile commercial success in the region, RISE is well established in the sector,” claimed Fathalla. “Our new practice will spearhead our specialised services.”
“The region’s cultural landscape is becoming increasingly sophisticated and plays a huge role in developing local communities, quality of life and tourism,” noted Fathalla, who has more than 20 years of international expertise in the cultural sector.
“Our role is not only to deliver commercial results but also to ensure organisations across the region are equipped with the knowledge to maintain sustainable growth in the long-term. It’s an approach that builds resilient cultural economies.”