When Creative Edge Media, a leading Middle East marketing and media rights company, secured the exclusive broadcasting rights to all Saudi Arabian basketball, they saw it as a chance to make something really special.

The Kingdom of Saudi Arabia's participation in basketball goes all the way back to 1964 when it joined FIBA Asia, part of the International Basketball Federation, and is the second most popular sport in the KSA behind Soccer – but a long way behind soccer.

Creative Edge brought us on board as their branding partner, along with Deloitte as their strategic partner, so that together we could set about the task of breathing new life into Saudi Arabian Basketball.