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With all focus placed on realizing Vision 2030, ��������’s program which aims to achieve increased diversification economically, socially and culturally, the Kingdom is undergoing a transformation that is seeing it fast become the new of home of global sport and entertainment. Aiding the country on this mission is IMG studios business, pairing global expertise with local partnerships to elevate productions, grow audiences and develop talent across the Kingdom. Here’s how that strategy has been playing out on screens and behind the scenes:

Global craft, local roots

��������’s sporting rise has been matched by an equally ambitious broadcast vision. At the center of that push is a five-year production partnership between the Saudi Pro League, the ��������n Football Federation and IMG, signed last year and set to run until the 2028/29 season. Covering the ROSHN Saudi League, the King’s Cup and the Saudi Super Cup, the goal for IMG is to roll out remote production capabilities, allowing production of multiple matches across the country at the same time. The result? Consistent, best-in-class coverage and storytelling of a league on the rise. 

IMG’s approach in the Kingdom has been to enhance local properties and their products by connecting them with more fans in the region and around the world. To do so, IMG has partnered with Riyadh-based production facilities company Alamiya Media, combining local knowledge with global capability and resulting in consistent, superior coverage of the league, while nurturing and supporting production talent on the ground.

The partnership has been a huge success and combined with IMG’s mandate to distribute the SPL’s media rights internationally, the league and its stars are being watched by more fans than ever. For Matchweek 1 at the end of August, IMG’s young Saudi team of production assistants and coordinators navigated 100+ flights for nine matches across the country. “Having coordinated crews from across the globe to work on the Saudi Pro League in a pre-production period of three weeks, I look at this younger Saudi generation with admiration and pride. They will be the next generation of production managers, producers and directors,” said Gurjit Kharbanda, IMG’s production executive in ��������.

This season will build on last season, when SPL matches were broadcast in more than 184 countries and across 43 platforms — strong evidence that IMG studios business’ production and storytelling expertise is helping build a compelling product in the heart of the Middle East.

Remote production at scale

Deploying throughout a busy match calendar requires efficiency as well as creativity. It is hoped that with the partnership between IMG and the SPL/SAFF, the rollout of advanced remote production workflows can soon become a reality, transforming the market. This would allow senior producers to work on matches across multiple venues on the same day, while centralizing quality control and graphics.

A key part of the infrastructure that would support this operation runs through IMG’s Stockley Park production facility in London, often described as Europe’s best connected broadcast hub.

For rightsholders, that matters. Consistency across cameras, communications and creative assets is what allows leagues to build brand equity across markets and form the foundations for new storytelling formats around stars, their clubs and wider culture.

Building a platform for the Esports World Cup

The same blueprint — premium production, best-in-class storytelling and global reach — has been evident at the Esports World Cup in Riyadh this year. 

Hosted in Riyadh in August and featuring 2,000 elite players from 100 countries, the EWC formed part of the wider EWC Festival, where the gaming community came together around a series of community tournaments, live music, retro arcades, creator studios and more. 

Attracting millions of in-person and online viewers, the Esports World Cup Foundation called on the expertise of IMG to enhance its existing broadcast coverage with a supplementary show designed to expand the EWC’s audience. The centerpiece of the partnership, EWC Spotlight was produced each championship weekend in a custom-built studio in Riyadh’s Boulevard City, taking fans behind the scenes with exclusive content and celebrity guests. Taking inspiration from IMG’s highly successful CBS Champions League show, the show introduced esports to a whole new audience.

Featuring multiple gaming arenas at the festival site with guests including Stranger Things star David Harbor, F1 driver Lando Norris and Prince Abdulaziz bin Turki Al-Faisal in attendance, EWC Spotlight complemented the live action with exciting entertainment formats that could draw in new audiences and deepen engagement with esports across every level.

With production handled on-site in Riyadh, emphasizing the importance IMG places on locally embedded teams, and the show carried by major broadcast partners including beIN, Fox Sports, DAZN and ITVx, EWC Spotlight was a template for how Saudi-based events could reach both core and mainstream audiences across the world.

A global moment for a Saudi tradition

In the world of equine sports, IMG produces the world feed for the Saudi Cup, the world’s most valuable horse race. In 2024, the broadcast package included a dedicated “Golden Hour” program, mixing culture and competition, and was picked up by 30+ international broadcasters across 170 territories — positioning Riyadh’s showpiece as a genuine global TV moment. Production is complemented by cinematic on-air visuals and a graphics language that honors the event’s Saudi identity. 

Building a legacy beyond 2030

Whether it’s football, esports or racing, IMG studios business’ strategy in �������� and MENA is consistent — pair global craft with local capability, innovate formats that welcome new fans and distribute content so the region’s stories travel. With multi-year partnerships across SPL, the EWC and prestige race days, the foundations IMG have laid are strong and screens everywhere in Riyadh and beyond are already showing the results.

OMODA&JAECOO is evolving from offering single models to a full-fledged product matrix. Leveraging its advanced hybrid technology, Auto Park system, and ADAS system, the brand has achieved a comprehensive leap forward in design, powertrain performance, safety, and intelligence.

It is committed to delivering an efficient, safe, and user-friendly mobility experience that meets global high standards.

OMODA&JAECOO is transforming from being a mere product provider to an ecosystem co-creator in the mobility sector. By upgrading its global service system, establishing a user co-creation platform, and continuously listening to user feedback, the brand is forging a warm and engaging new ecosystem for mobility.

The OMODA&JAECOO International User Summit is set to kick off in October. Under the theme of “Co-create Co-define,” and with the future vision of “Dare to be No.1,” this event will bring together global users to jointly explore new possibilities for future mobility.

This gathering serves not only as a platform for in-depth interaction between the brand and its users but also as a concentrated showcase of OMODA&JAECOO’s globalization strategy and ecological philosophy.

Leveraging its Full-Chain 4.0 Strategy, the brand will interpret its new heights through four key pillars: Global Product Evolution, Journey Together, Connected Care, and Voices of the Future, continuously providing global users with high-quality and intelligent mobility experiences.

Reshaping the future mobility ecosystem

OMODA&JAECOO’s comprehensive evolution from offering single models to a full-fledged product matrix represents not just an expansion of its product lineup but also a holistic leap forward in technological prowess, design innovation, and brand responsibility.

In terms of design, the brand has achieved an upgrade from Art in Motion 1.0 to 2.0-X, endowing its models with stronger visual appeal and distinctiveness.

Regarding powertrain, relying on globally leading super hybrid technology, OMODA&JAECOO provides users with efficient new energy mobility solutions. Intelligence and safety performance have emerged as key highlights of the brand’s product evolution.

The synergy between the Auto Park and ADAS systems significantly enhances driving intelligence and convenience. Multiple models, including the OMODA 9 SHS and JAECOO 7 SHS, have consecutively secured the five-star safety rating from Euro NCAP, setting a global standard for safety.

Moreover, the JAECOO 5 has earned the pet-friendly cabin certification from TÜV SÜD for its outstanding performance, delivering the best mobility experience in its class for both passengers and pets.

OMODA&JAECOO is transforming from being a mere product provider to an ecosystem co-creator in the mobility sector, integrating the ESG green philosophy throughout the entire product lifecycle to drive low-carbon R&D and sustainable development.

From design to technology, and from intelligence to safety, the brand continues to evolve across all dimensions, consistently demonstrating its unwavering commitment to high-quality, intelligent mobility.

Co-creating and ecosystem, from product connectivity to emotional symbiosis

A car is not merely a means of transportation; it is an extension of life and emotions. OMODA&JAECOO aspires for its users to perceive not just the value of its products, but also the brand’s profound engagement in their lives.

Throughout its global expansion, OMODA&JAECOO continues to evolve, cherishing every user’s experience and expression, and attentively listening to the myriad stories they craft alongside their beloved vehicles.

This two-way interaction harmonizes technology with humanity, imbuing the brand with a warm emotional essence and strengthening users’ sense of belonging and identification.

Service enhancement is a pivotal aspect of brand advancement. OMODA&JAECOO is comprehensively optimizing its global service system by increasing the density of service outlets, ensuring that users can enjoy high-standard, consistent, and attentive services no matter where they are.

The service model has also shifted from one-way support to two-way interaction, placing equal emphasis on global uniform quality and localized care, thereby bringing the brand closer to its users.

Listening to user voices and co-creating the future of mobility underscore OMODA&JAECOO’s open-minded approach. By hosting time-limited co-creation events and maintaining a long-term open platform, the brand gathers global wisdom to continuously drive user participation and product innovation.

With a comprehensive upgrade in technology, products, and user experiences, OMODA&JAECOO is ascending to new heights. Looking ahead, OMODA&JAECOO will persistently leverage a global perspective and a spirit of co-creation to craft warm, intelligent mobility experiences for users worldwide.

In July, the parent company of OMODA&JAECOO climbed to 233rd spot on the 2025 Fortune Global 500 list, while achieving a Dual 500 milestone — surpassing 5 million cumulative exports alongside its Global 500 ranking.

OMODA&JAECOO’s brand vision is co-creating a better life with young people — OMODA focuses on establishing itself as the global most professional crossover brand, while JAECOO aims to become the global leading elegant off-road brand, constructing differentiated competitiveness through parallel dual routes.

Based on such brand positioning and development approaches, OMODA&JAECOO demonstrated robust growth momentum in the European market in 2025, emerging as the fastest-growing brand locally. In the NEV sector, leveraging globally leading SHS technology, it provides efficient new energy solutions for users worldwide while steadily advancing toward the goal of becoming the leading global hybrid brand.

Notably, in addition to continuous breakthroughs in core automotive areas, OMODA&JAECOO has extended its technological innovation reach into the realm of intelligent technology.

The AiMOGA robot, jointly developed by the brand and the AiMOGA team, has become an exemplary practice in the intelligent transformation process of automakers, further broadening the brand’s value boundaries.

During the International User Summit, Chery International will launch a series of user-centered activities under its sub-brands CHERY, EXEED, OMODA JAECOO, and iCAUR.

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