Multinational Media Group Acquires Leading London-Based Lighting Company

Multiplay Media Group, part of UAE-based 2 Point Zero Group, just bought London Lights, one of London's top digital outdoor advertising companies. The deal gives the group immediate access to over 65 premium digital screens across central London, including prime locations like The Cube at Flannels Oxford Street.

This acquisition marks a major step in Multiplay's international expansion. The company will rebrand London Lights as "Backlight UK" and integrate it with their existing 11 advertising sites in Britain, creating a larger network without building separate operations from scratch.

London Lights owns some of the most valuable digital advertising real estate in the British capital. Their screens sit in high-traffic areas where brands pay premium rates to reach millions of people daily. The UK's digital outdoor advertising market has been growing steadily, with programmatic advertising becoming a key revenue driver.

For investors and the advertising industry, this deal shows how Middle Eastern media companies are expanding into established Western markets. The UK outdoor advertising sector generated billions in revenue last year, and companies with prime locations like London Lights command significant valuations.

"London Lights built one of the UK's most premium digital outdoor advertising networks," said Jawad Hassan, head of media and communications at Multiplay Group. "Bringing them fully into our portfolio lets us accelerate expansion in the British market and improve our programmatic capabilities."

The acquisition gives Multiplay immediate operational scale and an experienced local team. This matters because digital outdoor advertising requires deep knowledge of local regulations, planning permissions, and advertiser relationships that take years to build independently.

James Bicknell, CEO of Multiplay Media Group, emphasized the strategic value: "Integrating their network under Multiplay Media Group allows us to deliver higher value and better service to brands in one of the world's most influential media markets."

Sam Dayeh, founder of London Lights, will continue with the company as it transitions to new ownership. "I'm proud to see the company join a group that recognizes its true value and supports its growth," he said.

The deal reflects broader consolidation in the outdoor advertising industry. Large media groups are buying smaller players with premium locations to build scale and compete with tech giants for advertising budgets. For Multiplay, this acquisition provides a foundation for further European expansion while tapping into London's status as a global advertising hub.