Sports Event Expertise Drives New Paragon-NDIGITEC Sports Partnership in Middle East

Paragon, a leader in technology-driven marketing activation and customer engagement for some of the world’s biggest brands including international sporting organisations, today announces an official partnership with NESMA DIGITEC (NDIGITEC) to deliver integrated, high-impact solutions for the region’s sports ecosystem.

This partnership, formalised by a Memorandum of Understanding, combines the expertise of both organisations to create smart, tailored solutions that meet the evolving demands of high-profile sporting events.

Paragon's global experience as a trusted partner in prestigious sporting events includes consultancy, ticketing, fan engagement, stadium branding, and full event delivery, crafting unforgettable, technology-enabled experiences for millions of fans worldwide.

The organisation has a strong track record, including pitch branding for the English Premiership and International football events, delivering the Winners Enclosure for the London Marathon 2025, supporting global brand promotion at the pinnacle of global motorsports, and delivering comprehensive event branding for the Tour of Britain 2024.

“We are delighted to form a strategic alliance with NDIGITEC to jointly implement effective go-to-market strategies for some of the biggest sporting brands and events in the region. Pursuing new partnerships within the Middle East’s sports industry is a clear next step for us based on our experience and success in other markets” says Guilhem Boucon, CEO of Paragon Marketing Services. “By leveraging our global brand activation and customer engagement expertise in partnership with NDIGITEC and local stakeholders, we can drive sustainable growth in this strategically important market.”

Vatche Kavlakian, NDIGITEC CEO, said: “With our long-standing track record of developing successful businesses, and our adeptness at identifying and entering new sectors with great potential, we build meaningful partnerships and have the business acumen, financial strength, and capabilities to realise ambitious projects. We are delighted with today’s signing of the MoU, which signifies our partnership with Paragon, bringing new, diverse and exciting capability to our portfolio as we enter the world of sport.”

From its London HQ and with regional offices in Dubai and Riyadh, Paragon is one of the fastest growing businesses in its sector, operating in more than 30 markets, reaching 108 countries, and employing over 7,500 professionals worldwide.