Licensing Horizons Riyadh success “marks the beginning of a new IP era” in Saudi Arabia

Organisers of this year’s Licensing Horizons event in Riyadh say its success “marks the beginning of a new IP era” in Saudi Arabia.

Licensing Horizons is a regional licensing business forum dedicated to advancing the licensing, entertainment, and brand partnership sectors across the Middle East and Africa.

Co-founded by BBM Licensing and BrandTrends, Licensing Horizons has hosted four editions – Dubai 2023, Dubai 2024, Dubai 2025 and Riyadh 2025.

The Riyadh event, hosted last month and deemed Saudi Arabia’s first licensing event, was organised by the Saudi-French Business Council in collaboration with BrandTrends, BBM Licensing, Licensing Horizons, and Licensing International.

The day looked at how brand licensing can fuel growth across Saudi Arabia’s evolving economy, with sessions including ‘Think Global, Act Local: Does Authenticity Drive Licensing Success?’ and ‘Location-Based Entertainment and Its Future in Saudi Arabia’.

The event was supported by Licensing International, represented by President & CEO Maura J. Regan, and Licensing International France, represented by Laurent Taieb.

“Licensing Horizons gives the Middle East its own stage in the global licensing community,” said Amer Bitar, CEO of BBM Licensing and Co-Founder of Licensing Horizons.

“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.”

Philippe Guinaudeau, CEO of BrandTrends and Co-Founder of Licensing Horizons, added: “Our mission has always been to connect global creativity with regional ambition. Bringing the forum to Riyadh was essential – the Kingdom now embodies the innovation, energy, and openness that define the future of licensing in the Middle East.”

In 2026, Licensing Horizons Dubai will take place in the first half of the year, with Licensing Horizons Riyadh hosted in the second half of the year.