Dubai Fitness Challenge returned for its 10th edition on 31 October 2026 and will run until 29 November, bringing 30 days of fitness, sport and community activities across the city.

Launched in 2017, Dubai 30x30 encourages residents and visitors to complete 30 minutes of physical activity every day for 30 days. The programme includes major sporting events, dedicated Fitness Villages and free community activities across Dubai. The challenge has already seen a strong start, with a record 41,836 cyclists participating in Dubai Ride on 1 November.

For marketers, the challenge presents an opportunity to connect with audiences through campaigns aligned with fitness, wellness and active lifestyles. With major events taking place along Sheikh Zayed Road, where BackLite Media has an extensive portfolio of premium digital and static Out-of-Home locations, strategic placement and campaign timing remain important considerations.

Key Dubai 30x30 2026 Dates for Marketers

Dubai Ride: 1 November 2026

Dubai Ride took place on Sunday, 1 November, attracting a record 41,836 cyclists, the highest participation in the event's history.

The seventh edition saw Sheikh Zayed Road transformed into a cycling route, with participants choosing between a 12 km route along Sheikh Zayed Road and a 4 km family-friendly route through Downtown Dubai.

The 12 km route passed major landmarks, including the Museum of the Future and Dubai Water Canal. With BackLite Media's Landmark Series, Helix Network and premium static billboards positioned on the first line along Sheikh Zayed Road, the event highlighted the importance of strategic locations for brands planning campaigns around cycling, sport and active lifestyles.

Dubai Stand Up Paddle: 7 and 8 November 2026

Taking place at Hatta Dam, Dubai Stand Up Paddle features paddleboarding, kayaking and yoga activities.

The event creates opportunities for sports, wellness and outdoor lifestyle brands to align their messaging with fitness and recreation, supported by wider citywide campaigns that maintain visibility throughout the challenge.

Dubai Run: 22 November 2026

Dubai Run returns with 5 km and 10 km routes starting near the Museum of the Future.

The 5 km route takes participants through Downtown Dubai, while the 10 km route follows Sheikh Zayed Road.

With both routes starting near the Museum of the Future, BackLite Media's advertising presence along Sheikh Zayed Road, including its digital and static locations, provides opportunities for brands planning campaigns around one of the challenge's flagship events.

Dubai Yoga: 29 November 2026

Dubai Yoga closes the challenge with a mass-participation yoga session focused on movement, mindfulness and community.

For health, fitness and lifestyle brands, the event provides an opportunity to reinforce campaign messaging around wellbeing and active living as Dubai 30x30 concludes.

Why Dubai 30x30 Matters for Brands

Throughout the 30-day challenge, fitness becomes part of everyday life across Dubai, with Fitness Villages, community activities and outdoor experiences encouraging participation across different locations.

For sportswear, fitness equipment, nutrition and wellness brands, this period presents an opportunity to strengthen brand awareness and consideration while audiences are engaged with health and fitness.

The opportunity also extends to retail, food and beverage, technology and automotive brands seeking to connect with the city's focus on active lifestyles and community participation.

For marketers, campaign planning should consider the timing of major events, relevant audience interests and the routes connecting Dubai's residential, commercial and retail destinations.

A combination of digital and static Out-of-Home advertising can support this approach by maintaining brand visibility across relevant locations throughout the challenge.

The Role of Out-of-Home During Dubai 30x30

With Dubai Ride and Dubai Run bringing major sporting activity to Sheikh Zayed Road, the corridor becomes an important consideration for brands planning Out-of-Home campaigns during Dubai 30x30.

BackLite Media's presence along Sheikh Zayed Road includes its Landmark Series, Helix Network and premium static billboards, reflecting the importance of this corridor in connecting Dubai's key commercial, residential and retail destinations.

The Landmark Series features The Dubai Gateway, The Triple Crown, The Dubai Jawhara and The Oryx. Complementing these locations, the Helix Network provides digital advertising opportunities along Sheikh Zayed Road, alongside BackLite Media's wider static portfolio.

For sports, fitness, wellness and lifestyle brands, Dubai 30x30 presents an opportunity to align campaign messaging with relevant audience interests, supported by strategic locations and sustained visibility throughout the challenge.

As fitness activities become part of the city's daily routine, Out-of-Home continues to play an important role in connecting brands with audiences across the locations and journeys that shape everyday life in Dubai.

BackLite UK, a leading premium digital out-of-home (DOOH) media company and part of Multiply Media Group (MMG), has announced the upgrade of its Landscape Gallery portfolio.

The Landscape Gallery is a portfolio of eight high-quality, high-resolution LED technology large-format digital screens positioned in prime London gateways and dominant commuter routes in London.

Central to the portfolio’s revamp is the installation of 1440 x 280-pixel digital screens, provided by leading LED manufacturer Daktronics. BackLite UK chose the US-based firm’s 10mm Outdoor Blue displays due to their high quality and contrast, strong sustainability features and industry-leading processing.  

The upgrades were delivered in partnership with the sites' owner, Wildstone, the world's largest outdoor media infrastructure company.

Screens in the portfolio include Leytonstone Panoramic, Euston Underpass, Sun in the Sands (Greenwich), Trinity Way (Wandsworth), Malden Way (Merton), Parkway Heathrow, Western Gateway (Ealing), and Wembley Way – all of which are used by luxury brand advertisers and attract 4.5 million impacts fortnightly.  

The upgrades come at a time when OOH advertising is delivering a far greater ROI for luxury brands than any other advertising channel, with research by econometrics agency Independent Marketing Sciences (IMS) in April finding OOH delivers an average ROI of 12.8x for luxury brands.  

Jack Fleming, Head of Sales at BackLite UK, said:  

“This upgrade reinforces our commitment to providing a DOOH platform for luxury brands. Across some of London’s most prominent locations, the Landscape Gallery now offers a world-class advertising environment designed to meet the aspirations of leading agencies and their clients.”  

Andrew Foster, Group Partnerships Director at Wildstone, said:

"We're proud to have upgraded these super-premium London sites in partnership with BackLite UK. It's great to see them shine as part of the Landscape Gallery, and this investment reflects our vision to elevate the standards of urban DOOH architecture across prime London locations."

Leading premium OOH operator BackLite UK, a subsidiary of Multiply Media Group (MMG), has expanded its premium large-format outdoor Landmark Series portfolio with the addition of Chiswick Towers, two iconic advertising structures located on one of the main routes linking London and Heathrow Airport.

The 23-metre tall towers, which sit either side of the Chiswick flyover on the M4 and are visible on east and west-bound approaches, are equipped with double-sided 768 x 1008 pixel next-generation LED screens, which between them reach 9 million road users a month and 1.8 million fortnightly impacts.

The premium assets will be incorporated into BackLite’s Landmark Series – its most exclusive portfolio of screens in prime London locations designed to appeal to high-end advertisers at a time when OOH advertising is delivering a better ROI than any other advertising channel for luxury brands, according to data from the econometrics firm Independent Marketing Sciences (IMS). Other assets in the series include The Knightsbridge, The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.  

While BackLite UK will handle all media sales for the site, the physical assets are owned by Wildstone, the world’s largest owner of outdoor advertising infrastructure.

Eurotunnel LeShuttle and Oura have been revealed as the first brands to advertise at the site.

David Peters, Head of Specialist & Agency at BackLite UK, said: “Chiswick Towers deliver exceptional visibility among commuters, business travellers and international visitors between Heathrow and central London, and we are already seeing high-profile brands take advantage of that reach. Their addition marks another important milestone in BackLite UK’s continued investment in and expansion of its Landmark Series across prime London locations.”

New partnership will establish a premium digital Out-of-Home advertising network across leading retail destinations in Riyadh and Jeddah‍

Multiply Media Group (MMG), the UAE-headquartered Out-of-Home media powerhouse and a subsidiary of 2PointZero Group PJSC, today announced its expansion into Saudi Arabia through a strategic partnership with Cenomi Centers, Saudi Arabia's leading owner, operator and developer of contemporary lifestyle centers.

The partnership marks a significant milestone in MMG's growth strategy and establishes BackLite KSA, MMG's operating company in the Kingdom, which will manage and commercialise a premium digital Out-of-Home (DOOH) advertising network across some of Saudi Arabia's most prominent retail and lifestyle destinations.

The network will include more than 80 digital screens across four major destinations in Riyadh and Jeddah, including the upcoming flagship developments Westfield Riyadh and Westfield Jeddah, alongside U Walk Riyadh and U Walk Jeddah.

By combining MMG's expertise in technology-enabled Out-of-Home media with Cenomi Centers' high-footfall retail destinations, the partnership will provide brands, agencies and advertisers with access to premium retail audiences through a scalable and data-driven advertising platform. The launch marks MMG’s entry into the GCC’s largest advertising market, reinforcing its position as a leading Out-of-Home media operator in the Middle East.

Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said: “The launch of BackLite KSA reflects 2PointZero Group’s strategy of building scalable platforms through strong operating businesses and high-quality partnerships. Saudi Arabia is central to our regional growth ambitions, and this partnership provides BackLite KSA with access to a portfolio of prominent destinations from the outset.”

Hassan added: “By bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach, we are establishing a strong foundation for BackLite KSA’s long-term expansion. The partnership strengthens 2PointZero’s media presence in the Kingdom and supports our broader ambition to build a connected and increasingly international media platform.”

James Bicknell, Group Chief Executive Officer at Multiply Media Group, said: "Saudi Arabia is a strategic growth market for Multiply Media Group, and this partnership with Cenomi Centers marks an important milestone in our expansion. Through the launch of BackLite KSA, we are bringing our expertise in premium, technology-enabled Out-of-Home media to one of the region's most dynamic economies. Together, we are creating new opportunities for brands to engage audiences across some of Saudi Arabia's most prominent retail and lifestyle destinations while strengthening MMG's position as a leading media operator in the region."

Alison Rehill‑Erguven, Chief Executive Officer of Cenomi Centers, highlighted: "At Cenomi Centers, we are focused on continuously enhancing the role our destinations play in people’s everyday lives. Integrating premium digital media into our environments is a natural extension of this, enabling more immersive, relevant and engaging experiences for our visitors. As we continue to evolve our portfolio into fully integrated lifestyle ecosystems, strategic partnerships such as our partnership with MMG play a key role in redefining how audiences connect with our spaces."

Dennis Michael, Chief Business Development Officer at Cenomi Centers, said: "At Cenomi Centers, we are continually evolving our destinations to create greater value for our visitors, tenants and brand partners. This partnership with Multiply Media Group marks an important step in strengthening our retail media offering, bringing innovative, technology-enabled advertising solutions to some of Saudi Arabia's most prominent lifestyle destinations. By combining MMG's expertise in digital Out-of-Home media with our high-traffic retail environments, we are creating new opportunities for brands to engage audiences."
The partnership further reinforces Cenomi Centers' commitment to enhancing the experience offered across its destinations while unlocking innovative commercial opportunities for brand partners. By integrating advanced retail media solutions within its portfolio, Cenomi Centers continues to evolve its destinations into connected lifestyle ecosystems that deliver value for visitors, tenants and advertisers alike.

• Study records 80% campaign recall, 95% intent to act and 68% uplift in

purchase intent post exposure.

• Findings confirm Sheikh Zayed Road as a high-performance brand

environment.

• Research establishes a structured evidence base for evaluating premium

Out-of-Home effectiveness in the UAE.

• Conducted in collaboration with Nielsen and Publicis Media Luxe, the

research evaluated how premium Out-of-Home placement aligns with

luxury brand lift.

BackLite Media has released the findings of a new emotional impact and brand lift

study examining how premium Out-of-Home (OOH) platforms influence brand

perception, recall and behavioural intent.

While OOH has traditionally been evaluated through reach and impressions, the study

was designed to explore a broader question: how does emotional response within

high-attention public environments contribute to measurable brand outcomes?

The campaign analysed was a jewellery Out-of-Home execution for a luxury brand,

displayed on BackLite Media’s premium digital landmark, The Dubai Gateway,

located on Sheikh Zayed Road in Dubai.

Combining structured quantitative measurement with qualitative insight, the study

evaluated exposure, campaign recall, brand lift, and intent to act, while also capturing

how audiences perceived the creative execution within its surrounding environment.

Key findings include:

• 80% campaign recall within seven days of exposure.

• 95% of respondents expressing intent to act.

• 68% uplift in purchase intent among those exposed.

Beyond awareness, the research indicates that emotional resonance, contextual

alignment, and environmental credibility play a significant role in shaping brand

confidence and behavioural consideration.

Qualitative insight showed that respondents associated premium digital structures in

uncluttered, design-led environments with authority and trust - attributes particularly

relevant for luxury communication. Sheikh Zayed Road was perceived as contextually

aligned with affluent audiences, reinforcing how placement and environment influence

perception.

Commenting on the findings, Ahmed Noureldin, Head Of Sales Of BackLite Media, said:

“This study contributes to a more evolved understanding of Out-of-Home

effectiveness. By measuring emotional response alongside recall and intent, BackLite

Media is able to demonstrate how premium Out-of-Home platforms and creative

alignment can influence brand outcomes in a meaningful way.”

Osman Junaid, Business Director - Strategy, at Publicis Media Luxe added:

"The results from The Dubai Gateway research with BackLite Media demonstrate that

when premium placement meets the right environment, the impact goes far beyond

reach alone. High impact OOH on Sheikh Zayed Road delivers the authority and

aspiration that luxury brands require, and this study gives us further evidence to prove

it."

This research reflects BackLite Media’s continued investment in structured

measurement and data-led insight, supported by Multiply Media Group’s broader

ecosystem across data, technology and advanced media capabilities.

Leading premium DOOH operator BackLite UK has expanded its deluxe large-format outdoor advertising portfolio with the launch of The Knightsbridge, a revamped flagship installation located on the busy tunnel connecting London’s most affluent areas.

The Piccadilly Underpass site, which sits alongside Hyde Park Corner, incorporates two new 2.8m x 14.4m screens, which between, them generate more than 3 million fortnightly impacts. Positioned on the eastbound and westbound approaches, the displays are visible to both vehicle and foot traffic moving around the high-end shopping and leisure destinations of Knightsbridge, Belgravia and Mayfair.

The screen upgrade was aimed at enabling BackLite UK to incorporate The Knightsbridge, which is surrounded by renowned retail outlets such as Harrods and Harvey Nichols, into its most exclusive collection, the Landmark Series. Designed to appeal to upscale advertisers, this range also includes the iconic The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.  

While BackLite UK now handles all media sales for the site, the assets are owned by Wildstone. The latter, the world’s largest owner of outdoor advertising infrastructure, secured a long-term licence for the underpass in a competitive tender process run by Westminster Council last year.  

The Knightsbridge is one of more than 10 prime London locations included in an agreement struck last year between Wildstone and BackLite UK’s parent company, UAE-based Multiply Media Group (MMG). The companies have since begun a refurbishment programme of these super-premium assets, with the overhaul of the Hyde Park Corner site among the early priorities.

Central to the site’s revamp was the installation of 1440 x 280-pixel digital screens, which were provided by leading LED manufacturer Daktronics. BackLite UK chose the US-based firm’s 10mm Outdoor Blue displays due to their high quality and contrast, strong sustainability features and industry-leading processing.  

The premiumisation of the site has already led to a number of high-profile brands taking out advertising space, including Burberry, Club Med and Franck Muller.  

Jack Fleming, Head of Sales at BackLite UK, said: “The Knightsbridge is a fantastic addition to our Landmark Series as it fits perfectly within our most prestigious range. There are very few OOH assets in the vicinity and certainly no others of this size and calibre. We quickly recognised the site was much more than an underpass and we worked closely with Wildstone to develop it into something that really stands out.”  

Andrew Foster, Group Partnerships Director at Wildstone, said: “With its location in the heart of prime central London, we always believed this site was ideally suited to the premium end of the market. We were therefore really excited to secure BackLite UK as our media partner as its focus on luxury brand advertisers meant we were completely aligned on what the upgrade should entail. This is just one of a number of high-end refurbishments we’re carrying out in partnership with BackLite UK and given our success here, we’re excited to see what the future holds.”

BackLite UK, a leading large-format digital out-of-home media company, has partnered with the world’s largest owner of outdoor advertising infrastructure, Wildstone, to complete a full transformation of the iconic Wandsworth Roundabout site.  

The multi-screen Wandsworth structure was one of 13 prime OOH locations Wildstone acquired from Transport for London early last year and its revamp of the site is part of a wider refurbishment programme planned across all of these super-premium assets.  

In July last year, it entered into a partnership that gave UAE-based Multiply Media Group (MMG) the exclusive right to operate 11 of these sites via its BackLite brand. MMG announced the formation of a UK subsidiary, BackLite UK, in November after acquiring London Lites and rolling that company’s 65 premium digital signs across central London into BackLite UK, along with the media sales contracts for the Wildstone-owned properties.  

The companies are now working together to upgrade these sites to support BackLite UK’s ambition to become the UK’s leading platform for luxury brand advertisers, in line with the parent company’s client base in the UAE.  

The UK’s luxury goods market is growing at a compound annual growth rate of more than 4%, according to Mordor Intelligence. The research firm predicts the market’s size will reach US$27.43 billion this year, rising to US$33.71 billion over the next five years.  

Premium brands sitting within this market have increasingly been investing in DOOH campaigns in recent years and the renovation of the Wandsworth site was aimed largely at appealing to these brands. Franck Muller, David Morris and Tissot are among the brands already advertising on the site.  

As well as a full refresh of the supporting structure, as part of BackLite UK’s premium specification, the refurbishment included the replacement of the site’s four digital screens. The new displays were provided by Daktronics UK and involved the first UK installation of the company’s Premium Outdoor 10mm LED technology product line. The screen upgrades incorporate Daktronics UK’s System Health feature, an enhanced diagnostics and monitoring solution that provides early warnings of any potential issues, ensuring consistent and flawless delivery.  

BackLite has an established track record of working with the global Daktronics group across its wider international estate and the company’s premium display technology will also be rolled out to the other Wildstone sites being refurbished as part of the BackLite UK partnership.  

James Bicknell, Group CEO at Multiply Media Group, said: “This upgrade reflects the strength of our partnership with Wildstone and our commitment to building the UK’s leading premium digital out-of-home platform. Wandsworth now operates at a true global standard, giving agencies and luxury brands an environment that matches their ambitions.”

Andrew Foster, Group Partnerships Director at Wildstone, said: “This project demonstrates the collaborative nature of the relationship between MMG/BackLite UK and Wildstone, with the parties working together on the transformation of this highly recognisable site. With its position on a major arterial route in an affluent area of South-West London, the Wandsworth Roundabout site was always premium in terms of location. Following our upgrades, it’s now firmly premium in terms of infrastructure. We look forward to replicating this luxury revamp at our other sites that are operated by BackLite UK in the very near future.”

Patrick Halliwell, Managing Director at Daktronics UK, said: “We’re delighted to be the chosen display partner for the landmark Wandsworth Roundabout location. We’re grateful to both BackLite UK and Wildstone for placing their trust in Daktronics and we’re looking forward to a long and fruitful partnership.”

BackLite Media, a leading Out-of-Home (OOH) media company across the UAE and the UK, has introduced The Helix, a connected digital Out-of-Home network designed to deliver scale with intent across Sheikh Zayed Road, one of Dubai’s most influential urban corridors.

Sheikh Zayed Road defines how Dubai moves, a single stretch where business, culture, and everyday life intersect. The Helix has been designed to reflect this rhythm, creating a connected advertising platform aligned with the city’s movement.

Spanning 12 kilometres from the World Trade Centre to the Mall of the Emirates, The Helix operates as a single, integrated network across four strategic locations and seven digital screens.

Rather than functioning as isolated placements, each screen forms part of a cohesive system. Designed for scale and rooted in BackLite Media’s premium brand DNA, The Helix expands how brands can achieve visibility at scale along Sheikh Zayed Road.

Ahmed Noureldin, Head of Sales at BackLite Media, said: “At BackLite Media, we understand the challenge brands face today. Truly premium locations at scale, particularly in landscape, are limited. The Helix was designed to address that reality, creating a connected system along Sheikh Zayed Road that delivers continuity and presence without compromising on quality or context.”

Reaching over 65% of Dubai’s population, the network delivers an average of 60 million impressions per month, offering sustained visibility, with emphasis on precision, placement, and long-term value.

The Helix reflects BackLite Media’s broader approach to premium digital Out-of-Home: city-first, audience-aware, and guided by design. It offers brands a platform where location and design define impact.

At BackLite Media, we continue to build a global portfolio of premium digital Out-of-Home (DOOH) media, elevating brand campaigns through iconic, design-led advertising solutions in landmark locations. As part of this ongoing expansion, London Lites has officially rebranded as BackLite UK, aligning an established UK portfolio with the wider BackLite Media brand. 

This rebrand reflects the transition of London Lites into a broader international Out-of-Home (OOH) group, reinforcing BackLite UK’s position as a leader in premium OOH media in the UK. Operating as part of a global framework, BackLite UK brings its large-format digital portfolio into the global spotlight while maintaining a clear focus on the UK market. 

Built on the legacy of London Lites and strengthened by Multiply Media Group’s global ecosystem, BackLite UK embodies a commitment to design-led solutions, strategic placement, and future-ready execution.  

With over 85 premium locations across London, BackLite UK represents one of the city’s leading large-format digital portfolios. These sites are strategically positioned within retail, cultural, and transport hubs, ensuring brands achieve meaningful visibility in London’s most active urban areas. 

With the tagline “Desirable by Tomorrow,” this rebrand is more than a name change, it builds on a strong foundation while setting a clear direction for the future.  

A network built for today and desirable by tomorrow.