Pri0r1ty Intelligence Group PLC (AIM: PR1) has opened a regional office in Dubai and launched Pri0r1ty MENA to serve customers across the Middle East, North Africa, South Asia, and Southeast Asia.
The AI-focused growth technology group has also secured Al-Nassr FC as its first customer in the region, with the UAE Pro League club becoming an early-stage adopter of Pri0r1ty’s platform.
The relationship will focus on data-driven engagement and business growth solutions, with Pri0r1ty aiming to build on its existing work with Premier League clubs and other sports organisations.
Key Highlights:
- Launch of Pri0r1ty MENA: The Group has opened a regional office in Dubai to serve customers across the MENA and South East Asia region. Dubai gives the Group access to key markets in the Gulf and the wider region including South East Asia and the Indian sub-continent.
- Experienced regional leadership: Two senior regional specialists, Sangeet Shirodkar and Paul Slatter, are working alongside the Group to lead Pri0r1ty MENA. Between them, they bring more than 40 years of experience in sports, media, entertainment and technology across the Middle East, South Asia and Asia-Pacific.
- First customer win with Al-Nassr FC: UAE Pro League club Al-Nassr FC has become Pri0r1ty MENA’s first regional customer and an early-stage adopter of the Group’s platform.
- Significant addressable SME market: The region has a large and fast-growing small and medium-sized enterprise (“SME”) sector, which the Group intends to target with its AI Software-as-a-Service (“SaaS”) platform.
Pri0r1ty MENA has been established as a joint venture and will be led alongside the group by regional executives Sangeet Shirodkar and Paul Slatter, who together have more than 40 years of experience across sports, media, entertainment and technology.
Shirodkar previously led 1Stadia and co-founded the $100 million 27th Sports investment platform, while Slatter has held senior commercial roles at CSM Sport & Entertainment, Parallel Media Group and 27th Sports.
Beyond sport, Pri0r1ty intends to target the region’s large SME market with its AI Software-as-a-Service platform. The company cited more than 1.2 million SMEs in Saudi Arabia and the UAE government’s target of reaching 1 million SMEs by 2030.
Chief executive Rory Maxwell said Dubai provides a base from which Pri0r1ty can expand its data, AI and marketing services across several high-growth regional markets.
For investors, the important development is that the international expansion has already produced a first customer rather than simply establishing an overseas office. The next test will be whether Pri0r1ty can convert that foothold into repeatable SaaS and services revenue, with future disclosures on contract values, customer numbers and the financial structure of the MENA joint venture needed to assess the materiality of the expansion.
Investor takeaway: Pri0r1ty Intelligence has established a Dubai base and secured Al-Nassr FC as its first regional customer, giving the group an initial foothold in the Middle East. The strategic opportunity is significant, but the announcement does not disclose the value, duration or expected revenue contribution of the Al-Nassr agreement or the economics of the Pri0r1ty MENA joint
