BBM Licensing and Asala PR & Communication Announce Strategic Partnership to Accelerate Brand Expansion Across the Middle East and Africa

Riyadh, Saudi Arabia – 1 March 2026

BBM Licensing, a leading brand management and licensing agency with a strong presence in Canada, the United States, the UAE, and across other parts of the Middle East and Africa, has signed a Memorandum of Understanding (MOU) with Asala PR & Communication, a specialized public relations and media intelligence firm, to establish a strategic partnership aimed at accelerating brand growth across the Middle East and Africa (MEA).

The agreement was signed in Riyadh, Kingdom of Saudi Arabia, marking the formation of a collaborative platform that integrates brand strategy, localization expertise, and advanced media intelligence to support sustainable regional expansion.

Under the partnership, BBM Licensing will leverage its capabilities in brand localization, intellectual property protection, and distribution network development, while Asala will contribute its expertise in media analytics, digital reputation management, crisis communication, and campaign execution.

Amer Bitar, CEO of BBM Licensing, emphasized that strategic expansion in the Middle East and Africa requires more than operational presence. He noted that sustainable growth depends on cultural fluency, regulatory alignment, and structured reputation management, and described the partnership as a unified framework enabling brands to scale confidently and responsibly across MEA markets.

Similarly, Nazira Barram, CEO of Asala PR & Communication, highlighted the increasing importance of brand credibility and media intelligence in today’s regional landscape. She stated that integrating media analytics and crisis management capabilities with BBM Licensing’s localization and distribution expertise creates a comprehensive solution that strengthens brand positioning while mitigating market risk.

The collaboration is designed to support global and regional brands entering or scaling within Arabic-speaking and high-growth markets. By aligning cultural intelligence with data-driven communication strategies, both companies aim to deliver structured and measurable growth solutions tailored to the region’s regulatory and socio-cultural environment.

Planned areas of cooperation include integrated marketing and localization campaigns, alignment of intellectual property protection with proactive reputation management, joint market intelligence reporting, media-supported retail activation strategies, professional training programs in cross-cultural communication and digital marketing, and the development of AI-enabled analytical tools customized for regional markets.

This partnership reflects a shared commitment to innovation, cultural integrity, and long-term value creation across the evolving brand ecosystem of the Middle East and Africa.