Tahaluf, LIONS and Saudi ministry launch Riyadh festival for creative marketing

Tahaluf, LIONS and Saudi Arabia’s Ministry of Media have announced LIONS Riyadh, a new regional festival set for 6-8 December 2027 at KAFD in Riyadh. The event is designed to connect Middle Eastern creative talent with global marketers, brands and industry leaders as Saudi Arabia pushes to grow its creative economy.

Why it matters: - LIONS Riyadh gives Saudi Arabia a new platform to showcase creative work, attract global industry attention and connect local talent with international networks. - The festival is meant to support the Kingdom’s creative economy through knowledge transfer, investment, partnerships and new jobs. - The launch adds another major business and culture event to Riyadh’s growing role as a regional hub.

What happened: - Tahaluf, in partnership with LIONS and the Ministry of Media, announced the launch of LIONS Riyadh. - The inaugural festival will take place 6-8 December 2027 at KAFD in Riyadh. - The three-day event will bring together regional and global CMOs, creative leaders, agencies, brands and emerging talent. - LIONS Riyadh will focus on creative excellence, effectiveness, culture and the future of the industry.

The details: - The festival is part of LIONS, the global platform for creative marketing effectiveness. - Organizers say the programme will give Middle Eastern talent, ideas and storytelling a platform to influence the global creative conversation. - Saudi Minister of Media Salman bin Yousef Al-Dossary said the festival reflects the progress of the Kingdom’s creative industries and supports Saudi Arabia’s commitment to nurturing creative talent and ideas. - Al-Dossary said the event can help localize creative industries, accelerate local business growth and strengthen Saudi content for global markets. - Tahaluf Co-Chairman Faisal Al-Khamisi said Saudi Arabia has become a major destination for international events since Vision 2030. - Al-Khamisi pointed to Formula 1, the 2034 FIFA World Cup, Riyadh Season, MDLBEAST, Expo 2030, LEAP and FII as examples of Saudi Arabia’s event pipeline. - Philip Thomas, Chair of LIONS, said the Middle East is entering a new creative era across film, fashion, gaming, design, entertainment and brand storytelling. - Thomas said LIONS Riyadh will provide access to global benchmarks, intelligence and learning while linking regional ambition with global opportunity. - LIONS Riyadh will sit within a series of regional platforms designed to make more of LIONS’ expertise available throughout the year. - Cannes Lions will remain the center of the LIONS ecosystem and the global benchmark for creative excellence. - Dubai Lynx will remain MENA’s established awards platform and creative benchmark. - The new festival is designed to complement both by convening Saudi Arabia’s broader marketing ecosystem and strengthening ties between regional ideas and global expertise. - The company’s announcement says the full programme, speakers and participating brands will be announced in the coming months. - More information is available at the festival website. - Tahaluf’s corporate site is available at more information about Tahaluf.

Between the lines: - The launch expands LIONS beyond Cannes and signals a push to spread its influence through regional events rather than one annual global gathering. - Saudi Arabia is positioning creative industries alongside sports, tech and business summits as part of its broader economic diversification strategy. - The festival also reflects a bid to turn Riyadh into a place where regional creative deals, talent development and international visibility converge.

What's next: - Organizers will disclose the programme, speakers and participating brands in the coming months. - The first LIONS Riyadh festival is scheduled for December 2027. - The event’s success will likely be measured by the caliber of global attendees, the visibility of Middle Eastern talent and the business partnerships it helps generate.