The General Authority for Roads in Saudi Arabia has entered a landmark agreement with the Arab Company for Technical Undertakings (Al-Arabiya), awarding them the contract for foreign advertisements on intercity roads. The 10-year partnership, based on an income-sharing model, is valued at an estimated 694 million riyals.
The agreement, signed on January 1 at the Authority’s headquarters, was formalized by the Executive Vice President of Support Services, Bader bin Abdullah Al-Sunaidi, on behalf of the General Authority for Roads, and Saad Al-Qahtani, Executive Vice President of the Arab Company for Technical Undertakings.
Major Roads to Witness Advertising Transformation
This ambitious project targets key Saudi intercity routes for the implementation of cutting-edge advertising displays. The roads earmarked for these developments include:
Riyadh-Jeddah Road
Mecca-Madinah Road
Riyadh-Qassim Road
Riyadh-Dammam Road
Dammam Airport Road
Jeddah-Makkah Road
These strategic locations, connecting Saudi Arabia's bustling cities and economic hubs, will serve as prime spots for high-impact advertisements, enhancing visibility for businesses and brands.
Commitment to Local Content Development - As part of its efforts to boost the national economy, the General Authority for Roads has mandated a 70% local content contribution in this project. This aligns with the Authority's broader objective to increase local content participation to 74 billion riyals by 2030, fostering growth in the domestic market and creating opportunities for Saudi businesses.
Visionary Project with a Long Term Impact - The project is a part of the General Authority’s initiative announced in September 2024, introducing the concept of foreign advertising on intercity highways. The income-sharing model promises mutual benefits for the Authority and the Arab Company for Technical Undertakings, ensuring a sustainable and profitable collaboration.
To Conclude It - The signing of this contract marks a significant step towards modernizing Saudi Arabia’s intercity highways while boosting local content and economic growth. With a focus on leveraging strategic locations, this initiative is poised to redefine outdoor advertising in the Kingdom.
