Pri0r1ty Intelligence Group (AIM:PR1) has opened a new regional office in Dubai and launched Pri0r1ty MENA, extending its AI-driven growth platform into the Middle East, North Africa and South East Asia.
The AIM-listed group, which builds AI tools for customer engagement and marketing across sport, entertainment and SME sectors, has signed UAE Pro League club Al-Nassr FC as its first regional customer.
Pri0r1ty MENA has been set up as a joint venture led by two regional specialists, Sangeet Shirodkar and Paul Slatter, who between them bring more than 40 years of experience across sports, media and technology in the Middle East and Asia-Pacific.
The Al-Nassr deal follows a pattern of sports-sector contracts for the group, which already supplies data and AI tools to Premier League clubs, EuroLeague Basketball, World Aquatics and, through its Sport & Recreation Alliance partnership, almost 300 UK sporting organisations via SportTower.ai.
Pri0r1ty said the UAE's SME sector accounts for more than 94% of companies and over 63% of non-oil GDP, while Saudi Arabia has more than 1.2 million SMEs, both markets it intends to target with its AI software-as-a-service platform.
"Securing Al-Nassr FC as our first customer in the region underscores our commitment to delivering specialised solutions in the sports sector," said Rory Maxwell, chief executive of Pri0r1ty, adding that the group sees "a substantial opportunity to scale our AI SaaS platform" across the region's SME base.
The Dubai launch follows the group's acquisition earlier this month of the operating assets of Pirkx, an SME benefits platform, as part of a stated strategy of expanding its distribution network through further similar deals.
