Fuse, the global sports and entertainment marketing agency and part of Omnicom Media, has appointed Freddy Farhat as Senior Director – Sports Partnerships as it continues to expand its MENA operations following the launch of its Dubai office earlier this year.
Based in Dubai, Farhat will lead sports partnerships across MENA, focusing on partnership strategy, commercial development and rights consultancy to help brands and rights holders maximise the value of sponsorship investments.
Farhat joins Fuse MENA from Dentsu Sports International, where he served as Senior Manager, Global Partnerships. He previously held the role of Sports Partnerships Director at VUZ. His experience includes advising brands such as Mondelez, Carlsberg and Capital.com on sports partnerships across football, Formula 1 and tennis. He has also worked with rights holders including LALIGA and PFL on sponsorship agreements and commercial development.
Reporting to Danielle Barwick, Executive Director, Fuse MENA, Farhat will work across Fuse’s client portfolio and support new business opportunities in the region. He will also help strengthen relationships with rights holders and support clients across sports, entertainment and culture partnerships.
The appointment comes as brands increasingly seek partnerships that go beyond traditional sponsorships to create stronger audience connections and support long-term business objectives.
Fuse combines global expertise with local market knowledge across strategy, rights consultancy, insights and effectiveness, events and partnership activation, creative strategy, PR, design, and talent and influencer management.
Danielle Barwick, Executive Director, Fuse MENA, said: “Freddy joins us at an exciting moment for both Fuse and the wider sports marketing industry in the GCC. Brands are looking for more from partnerships than ever before, and we’re continuing to invest in our regional offering to meet that demand. Freddy brings exactly the combination of commercial partnership expertise, rights holder relationships and regional market knowledge that will help accelerate our ambitions.
“At Fuse, we believe the strongest partnerships are those that invite participation rather than simply capture attention, creating experiences that people actively choose to be part of. Freddy shares that belief, and his expertise will help our clients unlock even greater value from sport, entertainment and culture while further strengthening our position as the leading sports and entertainment marketing agency in MENA.”
Freddy Farhat, Senior Director – Sports Partnerships, Fuse MENA, said: “Joining Fuse felt like the right move at exactly the right time. I was drawn to the ambition of the business and its belief that the best partnerships are built through participation, not simply visibility. I’m excited to work alongside the team to help brands and rights holders create experiences that people genuinely want to be part of, while contributing to the continued growth of sport and entertainment marketing across MENA.”
