Michael Cassel Group Explores Broadway Production Opportunities in Saudi Arabia

Broadway Meets the Kingdom: Michael Cassel Group Explores Saudi Arabia’s Theatre Scene

KSA, 27 November 2025 — Saudi Arabia’s fast-growing entertainment sector welcomed the Michael Cassel Group for a focused visit exploring the potential to bring Broadway-level productions to the Kingdom. Their visit comes as the country continues opening its doors to global cultural experiences under Vision 2030, creating new opportunities for world-class theatre.

Exploring the Kingdom’s Growing Theatre Potential

Founder and CEO Michael Cassel AM and Advisor Kate Foy spent their time in Riyadh gaining a close-up understanding of the Kingdom’s evolving entertainment landscape. From major venues to production capabilities and audience appetite, the delegation explored how large-scale theatrical shows could be staged in Saudi Arabia for the first time.

Trademark Group arranged a series of strategic engagements with government bodies, entertainment authorities, venue leaders, and private-sector partners. The discussions went beyond formal meetings — they centred on what it would truly take to bring international productions to life in the Kingdom: technical requirements, long-term partnerships, touring logistics, and the readiness of local creative infrastructure.

The visit highlighted a clear message: Saudi Arabia is serious about becoming a regional hub for global culture. As new venues open and the demand for live entertainment accelerates, the Kingdom is steadily building the foundations needed to host major international productions.

With their hit show Beetlejuice currently running in Abu Dhabi, the Michael Cassel Group brings deep regional experience and a proven ability to deliver high-impact theatre across global markets. Their exploration in Saudi Arabia reflects both the momentum of the Kingdom’s entertainment ambitions and the growing regional interest in large-scale Broadway experiences.

Trademark Group was pleased to support this journey, ensuring the delegation had the right insights, introductions, and market perspective. As the Kingdom’s entertainment sector continues to evolve, the team looks forward to the possibility of seeing iconic productions take centre stage in Saudi Arabia.