30 Jun 2025

SAWA Rights Partners with W Sport to Bring Women's Sports Channel to MENA Region

Dubai, UAE – June 26, 2025 – SAWA Rights Management, a leading content distribution company and part of the “SAWA Entertainment” group, is excited to announce a groundbreaking partnership with W-Sport, the premier channel dedicated to women's sports. This strategic agreement will see W-Sport's 24/7 linear channel distributed across the MENA region, reaching both commercial and residential sectors for the first time.

Expanding Reach in the Middle East

This partnership marks a significant milestone for W-Sport as it extends its footprint into the Middle East. The channel, which has already launched on du TV, the leading telecom and digital services provider in the UAE, will now be available to a broader audience across the MENA region through SAWA Rights Management's extensive distribution network.

Kelly Butler, CEO of W-Sport, commented: "This is another significant step in the journey and development of W-Sport. We are delighted to partner with SAWA Rights Management and look forward to bringing audiences in the MENA region the very best female leagues, competitions, teams, and athletes from around the world."

"Our goal is to bring the excitement and passion of women's sports to a global audience. Partnering with SAWA Rights Management allows us to reach new fans in the MENA region and share the incredible stories of female athletes who are breaking barriers and setting new standards in sports."

Ali Ajouz, CEO of SAWA ENTERTAINMENT Group, added: "We are thrilled to collaborate with W-Sport to enhance the sports viewing experience for our customers. This partnership aligns with our mission to provide diverse and high-quality content to our audience. We believe that showcasing women's sports will inspire and empower viewers across the region."

Comprehensive Sports Coverage

W-Sport offers an extensive portfolio of women's sports content, including up to ten live football matches each week from top leagues such as England’s Women’s Super League (WSL), Germany’s Frauen Bundesliga, Italy’s Serie A Femminile, the United States' USL, and Sweden’s Damallsvenskan.

Additionally, this summer, viewers can enjoy live coverage of the Super League Triathlon and selected events in tennis, netball, field hockey, and athletics.

Global Presence

W-Sport is already available to audiences in Europe, Asia, and Sub-Saharan Africa, with a presence in countries such as France, Portugal, the Netherlands, Belgium, Luxembourg, Turkey, Hong Kong, Malaysia, Indonesia, and over 30 territories in Sub-Saharan Africa.

7 May 2025

SAWA Rights Management and TCL Electronics Announce Strategic Partnership to Deliver FAST Channels in MENA Region

SAWA Rights Management, a leading content distribution company and part of the “SAWA Entertainment” group, has entered a strategic partnership with TCL Electronics (1070.HK), a global leader in consumer electronics and television manufacturing. This collaboration aims to bring premium Free Ad-Supported Streaming Television (FAST) channels to millions of TCL TV users across the Middle East and North Africa (MENA) region.

Through this partnership, SAWA Rights will provide TCL with top-tier Arabic channels from the region, as well as FAST international channels. These channels will be seamlessly available to users via the TCL streaming platform, starting this month.

"We are pleased to be selected by TCL as a provider of regional and international FAST channels targeting viewers across the MENA region," said Ali Ajouz, CEO of SAWA Rights Management. "This agreement reflects our commitment to delivering high-quality content that meets the needs of our partners and viewers throughout the region."

The partnership aligns with SAWA’s strategy to enhance its portfolio of premium and ad-supported content, further solidifying its status as a leading distributor in the MENA region. SAWA provides over 400 premium and FAST TV channels, in addition to thousands of VOD content assets, delivering an extensive range of content solutions designed to meet the needs of even the most discerning audience.

“This partnership with SAWA marks a strategic leap in our mission to deliver hyper-localized viewing experiences," said Rebecca Chen, Head of Business Development at TCL Channel. "By integrating SAWA’s premium Arabic content library into our AI-powered smart TV ecosystem, we’re not just expanding our MENA footprint – we’re redefining how 1 million regional users engage with content that resonates with their cultural identity. ]

As the world's second-largest television brand, TCL continues to strengthen its presence in the global market. The TCL Channel now serves over 50 million users globally, with more than one million users from the Middle East. This partnership is a testament to TCL’s ongoing commitment to enhancing user experiences by providing culturally relevant and high-quality content to its expanding global audience.

30 Apr 2025

SAWA TECH Expands Representation of TRIAX Products to the Turkish Market

Dubai, UAE – April 17, 2025 – SAWA TECHNOLOGIES is pleased to announce the official representation of TRIAX products and solutions in Turkey. This expansion signifies a key milestone in our strategic partnership with TRIAX, building on our established role as their exclusive Solution distributor in the UAE and our distribution of TRIAX solutions across the broader MENA region.

TRIAX, a global supplier of reliable, innovative products and solutions for the reception and distribution of video, audio and data signals, has been a trusted partner of SAWA Technologies for several years. Our collaboration has consistently delivered high quality products and exceptional service to our clients in the UAE and the MENA region, and we are excited to bring this same level of excellence and innovation to new customers in Turkey. 

Key Highlights: 

• Expansion to Turkey: SAWA Technologies will now serve the Turkish market with TRIAX's advanced products and solutions, strengthening our regional presence and opening new opportunities for growth.  
• Exclusive Distribution in UAE: Our successful, exclusive partnership with TRIAX in the UAE underscores our commitment to delivering premium products and services, a model we aim to replicate in Turkey.  
• Commitment to Quality: Both SAWA Technologies and TRIAX are dedicated to maintaining the highest standards of quality and innovation, ensuring that our customers receive the best possible solutions. 

We are incredibly proud to expand our representation of TRIAX products and Solutions to Turkey," said Suheil Zurub, Managing Director at SAWA TECH. "This move aligns with our strategic vision to grow our market presence and continue providing exceptional products and services to our clients. We are confident that our partnership with TRIAX will bring significant value to the Turkish market." 

TRIAX’s reliable and innovative headend and distribution solutions play a crucial role in delivering seamless experiences to commercial customers in general and the hospitality sector in particular. These solutions are easy to install and manage, and they contribute to enhancing the user/guest experience while maximizing revenues.