RISE launches Arts and Culture practice led by Rayyah Fathalla
RISE Group, an independent sports, culture and entertainment commercial agency, has launched a specialist Arts and Culture practice, headed by industry expert Rayyah Fathalla.
RISE's dedicated team of arts and culture specialists will provide strategic and commercial advisory to a sector undergoing rapid evolution. The new practice will provide specialised services including asset valuations, commercial strategy development, institutional management, sponsorship frameworks, sales activations and market education.
Fathalla said, 'Launching a dedicated Arts and Culture practice was a logical and timely progression for RISE. Our aim is to help cultural institutions and heritage sites realise their full potential by adopting commercial strategies that are both innovative and sustainable.'
'The region's cultural landscape is becoming increasingly sophisticated and plays a huge role in developing local communities, quality of life and tourism. Our niche industry knowledge and deep understanding of the MENA region enable us to provide market–leading solutions.'
RISE Group – which services a client roster that includes Qiddiya, NEOM, Saudi Tourism Authority, Department of Culture and Tourism – Abu Dhabi, Savvy Games Group, Flynas, the Saudi Pro League (SPL), PepsiCo and Dubai Sports Council – has supported the commercialisation of groundbreaking cultural projects such as Riyadh Art, the Noor Riyadh festival, and the first Saudi Grand Opera.
The agency has also delivered commercial projects for prominent clients, including the Ministry of Culture, the Heritage Commission, Diriyah Season, Qiddiya, Department of Culture and Tourism Abu Dhabi, the Royal Commission for AlUla, and the Royal Commission for Riyadh City.
'We recognise the importance of empowering our clients,' Fathalla added. 'Our role is not only to deliver commercial results but also to ensure organisations across the region are equipped with the knowledge to maintain sustainable growth in the long-term. It's an approach that builds resilient cultural economies.'
Fathalla is a cultural diplomacy advisor with more than 20 years of international expertise. She previously led high-impact projects for major institutions such as Expo 2020 Dubai, Brunswick Group and the British Council, working closely with prestigious organisations such as the Diriyah Biennale Foundation, Department of Culture and Tourism Abu Dhabi, Bahrain Authority for Culture & Antiquities, Christie's, and the Grand Egyptian Museum.
With several significant projects underway across Saudi Arabia and the UAE, RISE's new practice intends to further strengthen the region's global cultural profile and drive sustained economic growth.
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