Athar- Saudi Festival of Creativity, the Kingdom’s largest gathering of the creative marketing sector, has announced major plans for its upcoming third edition. The festival will take place on 21–22 October 2025 at JAX District, Diriyah Biennale Foundation. The event features a new venue, an expanded programme, and an impressive roster of global speakers.
The details were unveiled at a press conference hosted by Motivate Media Group and TRACCS, in partnership with MBC Media Solutions (MMS) and flynas. Organisers confirmed that Athar Festival 2025 is set to welcome more than 3,000 participants across two days, with over 150 speakers, 80 activations, and five content stages. The scale reflects Saudi Arabia’s growing influence in the creative economy and highlights its ambition to establish itself as a global hub for innovation, marketing, and communications.
Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: “Since its debut in 2023, Athar Festival has grown alongside the Kingdom’s creative marketing landscape in both scale and reach. This journey has led to a third edition that is set to be our biggest, boldest, and most dynamic yet, a testament to how far we’ve come in such a short time and a reflection of the industry’s boundless potential. Today and for years to come, we’re proud to continue building a platform where talents from every background can connect, learn, and thrive.”
Vice Chairman of Athar Festival and CEO of TRACCS, Mohamed Al Ayed, highlighted the festival’s impact in Riyadh: “Athar Festival is once more taking shape in Riyadh, and I could not be more excited to welcome local, regional, and international talent to this landmark celebration of creativity. With an exemplary lineup of speakers, industry experts, brands, sponsors, activations, and young talent, this year’s edition is set to ignite fresh ideas, spark greater collaborations that transcend borders, and unlock new opportunities for creative expression. Athar is not just a festival – it is a movement amplifying Saudi Arabia’s creative potential on the global stage and empowering a new generation of local talent to inspire a culture of creativity across the Kingdom.”
Expanding partnerships and sponsorships
The 2025 edition will feature support from more than 80 sponsors and partners. These include MBC Media Solutions (MMS) as Growth Partner and flynas as Official Airline Partner, alongside major contributors such as the Saudi Tourism Authority, Amazon Ads, Bloomberg Media, Omnicom Group, WPP, MCN, King Salman Park Foundation, Bassmat, Onsor Mosha, Sadu Media, and Stagwell.
Ahmed Al Sahhaf, CEO of MBC Media Solutions, commented on the renewed partnership: “MBC Media Solutions proudly continues its partnership with Athar Festival, building on the success of the past two editions in achieving shared objectives and delivering exceptional creative experiences. This year, as the festival evolves, we are committed to broadening the scope of engagement with attendees, sharing our expertise with them, and presenting diverse media perspectives. We also aim to introduce the creative marketing community to innovative and renewed ways of reaching the right audience at the right time.”
A global speaker lineup
This year’s festival will feature influential names such as Mo Gawdat, bestselling author and former Chief Business Officer at Google; Jo Malone, Founder and Creative Director at Jo Loves; Ellie Norman, Chief Marketing Officer of Formula E; and Ali Ali, Co-Founder and Film Director at Good People Films.
Athar Festival 2025 will also debut four new content streams – Creative Impact, Future Forward, Screen & Influence, and Luxury & Lifestyle. These streams will tackle themes ranging from storytelling and artificial intelligence to influencer engagement and high-end consumer experiences.
Interactive spaces and new hubs
With an expanded footprint of more than 6,000 square metres, the festival will introduce new features to enhance interaction and networking. The Activation Hall will host over 80 activations, designed to create immersive experiences for both brands and participants.
Other new additions include the Talent Hub, which will connect aspiring professionals with leading companies, and the Ruwad Hub, set up to spotlight emerging agencies and entrepreneurs. The Networking Hub will also serve as a dedicated space for industry leaders, creatives, and international delegations to meet and collaborate.
Content stages and programming
Athar Festival’s daily schedule will span 12 hours, with content presented across five stages. The Strategic Stage and Spotlight Stage will feature keynote addresses and panel discussions, while the Saudi Gamer Arena will cater specifically to the country’s fast-growing gaming and esports sector.
The Community Stage will focus on community-driven sessions, masterclasses, and workshops. Meanwhile, the Courtyard Stage will provide a more relaxed environment, offering live music, wellness sessions, and comedy acts.
Nurturing emerging talent
The festival will again feature its Young Talent Academies and the Maheerah Programme, both now in their third year. These initiatives remain central to the event’s mission of nurturing up-and-coming creatives and empowering women in the marketing industry. Registration is still open for both programmes.
In addition, the Future CMO Academy, first introduced last year, will return with an intensive one-day course designed for senior marketing professionals.
