Opening of Dubai Office & Launch of Pri0r1ty MENA

Pri0r1ty Intelligence Group PLC (AIM: PR1, OTC: PRIAF), the AI focused business delivering growth solutions to customer-centric organisations, is pleased to announce the opening of a new regional office in Dubai, United Arab Emirates, and the launch of Pri0r1ty MENA. The new office will serve as the Group's hub for the Middle East, North Africa ("MENA") region and South East Asian markets, which offers significant growth potential and a wide range of business opportunities.

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.

First Customer Win with Al-Nassr FC

Pri0r1ty MENA has secured its first customer in the region, UAE Pro League club Al-Nassr FC, which becomes an early-stage adopter of the Group's platform. The relationship marks the start of what the Group hopes will be a long-term collaboration. It will focus on data-driven engagement and business growth solutions tailored to the needs of a leading sports organisation.

Regional Leadership Team

Pri0r1ty MENA has been established as a joint venture with, and will be led by, two experienced regional specialists working alongside the Group.

Sangeet Shirodkar is a Dubai-based sports, media and entertainment executive with over 18 years of experience. His work spans strategy, business development, media rights, IP, investment and international expansion. He was previously Chief Executive Officer of 1Stadia, which held FIFA media rights for South Asia. Before that, he co-founded 27th Sports, a US$100 million sports investment platform based in the UAE. Most recently, as Chief Executive Officer of Content Flows Studios, he led international co-productions across Saudi Arabia, Spain and India. He has distributed sports and entertainment content across 113 countries and was an early pioneer of the professional sports industry in India. Sangeet holds an MBA from Alliance Manchester Business School.

Paul Slatter is a commercial and international business executive with over 20 years of experience in sports and entertainment, specialising in emerging markets. He spent five years as Director of Business Development, Asia at CSM Sport & Entertainment, where he led sports rights development, sponsorship and strategy. Before that, he spent seven years as Director of Sales at Parallel Media Group, creating and operating international golf tournaments across Asia featuring the world's top players. He also served as Commercial Director of 27th Sports and co-founded LiveSports Technologies, a sports technology business in China. Having lived and worked in several Asian markets, Paul brings deep expertise in building commercial partnerships across international markets.

Unlocking MENA's Potential

The MENA region has dynamic economies and a rapidly expanding consumer base. The Group's presence in Dubai is a step towards capturing opportunities across sectors from sports and entertainment to technology and consumer goods.

The region's SME market is a particularly substantial opportunity for the Group's AI SaaS platform:

UAE: SMEs account for over 94% of companies in the UAE and contribute more than 63% of non-oil GDP. The UAE Government has set a target of reaching 1 million SMEs by 2030.¹

Saudi Arabia: The Kingdom is home to over 1.2 million SMEs. Under Vision 2030, the Government aims to raise the SME contribution to GDP to 35%.²

Artificial intelligence: AI is forecast to contribute up to US$320 billion to the Middle East economy by 2030.³ Governments in the UAE and Saudi Arabia are actively promoting AI adoption through national strategies.

Pri0r1ty believes its combination of AI SaaS tools and data-led marketing expertise positions it well to help businesses in the region streamline their operations and achieve their growth goals.

Rory Maxwell, Chief Executive Officer of Pri0r1ty, commented:

"Entering the MENA and South Asia region is a significant milestone for the Group. Dubai is an ideal hub, connecting us with key markets across the region and the opportunities they offer. We are excited to bring our data, AI and marketing services to new clients.

"We are delighted to have Sangeet and Paul working alongside us to lead Pri0r1ty MENA. Their extensive networks and track record in sports, media and technology give us a strong platform to accelerate growth in the region.

"Securing Al-Nassr FC as our first customer in the region underscores our commitment to delivering specialised solutions in the sports sector. It builds on the proven track record of our data-led marketing work with Premier League clubs and other leading sporting organisations. With millions of SMEs across the region, we see a substantial opportunity to scale our AI SaaS platform, and we look forward to building long-term relationships in the region."

Sources:

¹ UAE Ministry of Economy, The National Agenda for Entrepreneurship, Dec 2024.

² Monsha'at (Small and Medium Enterprises General Authority), SME Monitor, Sept 2026. Vision 2030 published April 2016.

³ PwC, "The potential impact of AI in the Middle East", 2018.

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