The launch of LIONS Riyadh in December 2027 places the Saudi capital within a global network that shapes standards in creativity and marketing, while opening broader opportunities for investment, talent and content industries

Riyadh | BETH

The first edition of LIONS Riyadh will launch in Riyadh in December 2027, as a regional extension of the global LIONS platform, one of the world’s leading networks in creativity, advertising and marketing.

The event aims to bring together leaders from major brands, agencies, technology platforms, investors and creative talent from across the region and around the world, through a programme focused on creativity, marketing effectiveness and the future of the industry.

Why Does LIONS Matter?

The global LIONS platform is closely associated with Cannes Lions in France, regarded as one of the most influential institutions in advertising, marketing and creativity, bringing together thousands of executives, agencies, brands and media professionals from dozens of countries each year.

Bringing the platform to Riyadh therefore represents more than hosting an international event. It means bringing Saudi Arabia into a global network that shapes trends, standards and commercial relationships across the creative industry.

What Does Saudi Arabia Gain?

The benefits extend beyond direct spending on hotels, aviation, hospitality and events.

More importantly, the event can attract global brands, agencies, technology companies and investors to Riyadh, creating opportunities for partnerships, contracts and new regional headquarters, while connecting Saudi talent directly with international expertise, standards and professional networks.

From a media perspective, the event gives Riyadh a presence within one of the industries most influential in shaping image, opinion and markets. This could help move the Kingdom from being a major market for advertising and content toward becoming an active participant in shaping the industry itself.

From Hosting to Building an Industry

Saudi Arabia’s direction is becoming increasingly clear.

Across tourism, esports, technology, and now creativity and marketing, Riyadh is moving beyond hosting major events toward building a permanent position within the industries behind them.

The real value of LIONS Riyadh, therefore, will not be measured solely by attendance, but by the investment, talent, companies, professional networks and stronger links to the global creative economy that it can generate.

Saudi Arabia is not merely hosting LIONS; through it, the Kingdom is opening a gateway to the global creative economy.