In support of National Advertisement SMEs
- Mada Media solidifies its leadership in the OOH sector through the award of the first SME-exclusive bid, enabling fair market access, and sustainable growth for Advertising SMEs
Dubai, September 2026: In line with the directives of Dubai’s leadership to empower national small and medium enterprises (SMEs), Mada Media, the company responsible for organizing, developing, and managing the out-of-home (OOH) advertising sector in the Emirate of Dubai, has signed an agreement with Catalyst Advertisement LLC, the winner of the first dedicated bid launched exclusively by Mada Media for national SMEs.
The contract, contested by 18 qualified companies, was signed at Mada Media’s headquarters in Dubai by Mansoor Al Sabahi, Chief Executive Officer of Mada Media, and Sumaia Hammad, Chief Executive Officer of Catalyst Advertisement, in the presence of members of the senior management teams of both companies.
Under the three-year-and-90-day contract, Catalyst Advertisement, a national company led by Sumaia Hammad, an Emirati businesswoman, which has been active in the OOH advertising industry for more than three years, will hold the rights to install, operate, and develop two advertising hoardings located in strategic locations along Al Yalayis Street, one of Dubai’s key arterial routes, in the direction from Sheikh Zayed Road toward Sheikh Mohammed bin Zayed Road. This strategic corridor is located within an emerging urban area experiencing significant growth due to its proximity to Al Maktoum International Airport. The award makes Catalyst Advertisement the first national SME to secure strategic OOH advertising assets in Dubai through a dedicated bid created exclusively to support these companies.
Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said: “I would like to extend my sincere congratulations to Catalyst on this well-deserved achievement. This success presents a valuable opportunity for one of our national SMEs to play a meaningful role in Dubai’s rapidly expanding out-of-home advertising sector. We are confident in Catalyst’s ability to effectively manage the strategic assets awarded under the bid and contribute to the sector’s continued growth and development. I believe that this milestone will serve as a strong foundation for the company’s future achievements and long-term success.”
Al Sabahi added: “Supporting SMEs and creating opportunities for their growth is a key pillar of Mada Media’s strategy to advance the out-of-home advertising sector. We believe that a strong and mature market requires the active participation of SMEs, which comes in line with the vision of our wise leadership to drive sustainable economic growth and foster a competitive business environment. To support this objective, we have established a clear, competitive, and transparent framework for advertising asset investment, enabling broader market participation and creating greater opportunities for economic contribution and job creation.”
Sumaia Hammad, Chief Executive Officer of Catalyst Advertisement LLC, said: ” At Catalyst Advertisement LLC, we are pleased and proud of the confidence Mada Media has placed in our company by awarding us these two hoardings, located in prime locations in the Emirate of Dubai. This step builds on our journey of more than three years in the out-of-home advertising industry and is particularly significant to us, as Catalyst Advertisement is a small and medium-sized enterprise. The partnership reflects confidence in our capabilities and potential while opening broader horizons for growth, business expansion, and the opportunity to operate strategically located and highly valuable advertising assets.”
She added: “We also believe that creating such opportunities for SMEs plays an important role in supporting the growth of this vital sector and strengthening its contribution to Dubai’s economy, while further enhancing the diversity and competitiveness of the Emirate’s business environment. We highly value the trust that Mada Media has placed in Catalyst Advertisement and look forward to this collaboration as another step towards further growth, new opportunities, and meaningful partnerships in the years ahead.”
Through these locations, Catalyst is set to provide effective advertising spaces and solutions that support brands, product owners, entrepreneurs, and businesses by strengthening their market presence and enabling them to reach wider audiences.
The SME bid was designed exclusively to cater to the scale and capabilities of smaller companies. Participating companies were exempted from the bid bond, while the fees for purchasing the Letter of Interest (LOI) were set at a nominal rate. In addition, the evaluation and selection criteria were streamlined to create a fair and accessible competitive environment. Eligibility was limited to companies holding a valid trade license and a valid SME certificate issued by the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development.
Supporting national SMEs is integral to Mada Media’s strategy to establish Dubai as a global benchmark in the OOH advertising sector, upholding the highest standards of quality and sustainability, driving digital transformation across the sector, and expanding the base of local and international investors.
Photo caption: Mansoor Al Sabahi and Sumaia Hammad signing the contract of the first dedicated bid for national SMEs
About Mada Media:
Mada Media was established in September 2024 under Law No. (20) of 2024, issued by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The company was formed to organize, develop and manage the Out-of-Home (OOH) advertising sector in Dubai and to support its growth through the creation of a unified framework of procedures for advertising permits and contracts, as well as the provision of innovative investment opportunities aligned with the highest regulatory, technical, and beautification standards adopted by the Emirate. Mada Media also contributes to expanding innovative advertising spaces and elevating the out-of-home advertising landscape to new horizons.
Pursuant to a concession agreement, the Roads and Transport Authority (RTA) and Dubai Municipality have authorized Mada Media to oversee the issuance of outdoor advertising permits across Dubai, establish and operate a unified digital platform for managing and processing all types of out-of-home (OOH) advertising permits, and manage naming rights agreements for public transport stations, including the Metro and Dubai Tram, as well as various infrastructure assets across the Emirate.
Mada Media places strong emphasis on innovation and digital transformation, with the aim of shaping a modern, out-of-home advertising sector — by ensuring compliance with regulatory procedures, adopting advanced technologies, and building and strengthening strategic partnerships with leading investors in the sector.
About Catalyst Advertising:
Catalyst Advertisement L.L.C is a UAE-based company specializing in Out-of-Home advertising, established with an ambitious vision to deliver high-quality advertising solutions and platforms across strategic and prominent locations. As a growing UAE SME, Catalyst is focused on sustainable growth, execution excellence, and building long-term strategic partnerships that enable brands to strengthen their visibility and engage effectively with their audiences.
Headquartered in Dubai, Catalyst continues to expand its advertising portfolio and pursue high-value opportunities that contribute to the evolving OOH landscape and reflect Dubai’s position as a global hub for business and innovation.
