From a medical student to a sports industry pioneer, Mohamed Osama’s journey is as extraordinary as the work he does. As the Co-founder and Chief Executive Officer of ARQAM, he has revolutionised the way sports content is created and marketed in the Middle East and Africa.
Tell us about yourself, what do you do in your current role and what roles have you done previously?
My name is Mohamed Osama, and I’m the Chief Executive Officer and co-founder of ARQAM. This marks my 10th year leading the company, which I founded a decade ago. ARQAM is the first dedicated sports content and sports marketing agency in the Middle East and Africa, pioneering the industry in the region.
Interestingly, I started ARQAM while I was still studying medicine. By the time I graduated, the company had grown significantly, and I found myself at a crossroads — whether to pursue a career in medicine or fully commit to my passion for sports. Ultimately, I chose to focus entirely on the sports industry, and it’s been the most rewarding decision of my life.
What three words would you use to describe your role?
Fun. Demanding. Unique.
“Normal” isn’t a thing in sport so what does an “average” week look like for you?
In sports, there’s no such thing as ‘normal,’ but an average week for me typically looks like this:
Sundays are all about alignment and creativity. I meet with our content and creative teams to plan and brainstorm ideas for upcoming events and projects.
Mondays are dedicated to clients. It’s the start of the workweek, so I focus on weekly meetings to align on priorities, review key updates, and address any pressing matters.
Tuesdays are reserved for managerial tasks. I spend time with support functions like HR, finance, and marketing, discussing updates and ensuring everything is running smoothly.
Wednesdays and Thursdays are my focus days. I step back from day-to-day operations to concentrate on business development, strategy, and the company’s future. That said, I’m often pulled into conversations with our content creators, sharing insights and collaborating on client projects.
Fridays and Saturdays are all about family and friends — a chance to unwind, recharge, and prepare for the week ahead.
How did you end up where you are right now? When did you know you wanted to work in sport?
I’ve been passionate about sports for as long as I can remember. I spent five years practicing judo and have played football nearly all my life, representing both my school and college teams. Working in sports has always felt natural to me.
During high school and my early college years, I worked as a sports editor, writing articles and reports on Egyptian football. That experience not only fuelled my passion but also helped me build a name for myself in the sports industry. Over time, I began receiving requests for content creation services, and that’s when I saw an opportunity — an opportunity to create a space where people who are equally passionate about sports could come together to deliver exciting digital fan experiences.
Since then, we’ve grown significantly, working with some of the biggest names in the sports world, including clubs like PSG, Sheffield United, NYCFC, Al Hilal, and Al Ittihad; organisations like FIFA, CAF, and AFC; publishers such as GOAL.com and KOOORA; and even global brands like Red Bull and Total Energies.
Our range of services has expanded over time, and today, we provide a full suite of sports marketing solutions, delivering content in over 20 languages and creating impactful experiences across the globe.
What is your number one focus when it comes to your work?
My top priority is creating opportunities for talented individuals who are passionate about sports to enter an industry that is often challenging to break into. I strive to ensure that everyone within our organisation enjoys what they do, feels inspired by their work, and contributes to something meaningful.
Equally important is delivering value to our partners by helping them achieve their objectives and fostering a healthy, efficient, and supportive work environment where both creativity and productivity thrive.
This version communicates your focus in a concise, professional, and impactful way.
What’s the most important lesson you’ve learned in your career so far?
The most important lesson I’ve learned in my career is the value of adaptability and collaboration in a constantly evolving industry. Sports content is fast paced, with trends and technology shifting rapidly. Staying ahead requires not only being adaptable to change but also fostering a team culture that thrives on innovation and collaboration.
I’ve also learned that building relationships is just as critical as creating great content. Whether it’s with clients, athletes, or fans, understanding what drives people and delivering value through meaningful storytelling is what sets a successful agency apart.
What are you excited about in your industry at the moment?
I’m most excited about the incredible sports development happening in regions like MENA. We’re seeing unprecedented investments in infrastructure, events, and talent, which are transforming the global sports landscape.
What excites me even more is the opportunity it creates for us to serve such a diverse range of clients — from clubs and leagues to brands and athletes — each with unique stories and goals.
Being able to craft content that bridges cultures, inspires fans, and aligns with this growth is both a challenge and a privilege that keeps me motivated every day.
If you could change one thing about your industry, what would you change?
That’s a very difficult question because there are so many areas for improvement, but a few stand out to me. First, I would like to see more opportunities for women in the sports industry. While we’ve made progress, I still encounter outdated mindsets that undervalue women’s contributions. Breaking these barriers is essential for fostering a more inclusive and innovative industry.
Another thing I would change is the rigidity with which some organisations operate. The world is evolving at an incredible pace, and in sports content, you need to constantly adapt — whether it’s updating your content strategies, reshaping sponsorship models, or exploring new distribution platforms. Flexibility and innovation are non-negotiable.
Finally, I’d address the gap in grassroots-level investment in certain regions. If we want the industry to grow globally, we need to nurture young talent, not just in traditional markets but in emerging ones like the MENA region. It’s about building a sustainable pipeline of talent and engagement for the future.
Sport is a hectic industry, what do you do to switch off?
Sport is indeed a hectic and demanding industry, so I make it a priority to find balance. For me, connecting with family and friends is the best way to switch off and recharge. Spending quality time with loved ones helps me regain perspective and energy.
I’ve also gotten back to working out regularly — it’s not just great for staying fit but also for clearing my mind and boosting my focus. And I swear by sauna sessions and a weekly massage. They’re incredible for relaxation and keeping me grounded, especially when things get overwhelming. Taking care of yourself is key to staying effective in such a fast-paced environment.
If you were to give a piece of advice to someone wanting to do your role, what would you say?
First, find the right balance between work and personal life. The sports industry, particularly content creation, is incredibly demanding. Learning to manage your time and knowing when to disconnect is essential for long-term success and well-being.
Second, take things step by step and aim to be a generalist rather than a specialist. Having a broad understanding of different areas — rather than focusing on just one — equips you to inspire your team and engage in meaningful, productive discussions.
Finally, when working on content, never shy away from asking ‘why.’ Why this concept? Why this music? Why this color? Why this timing? These questions ensure that the content you create aligns with the larger vision of the organization or the client you’re serving. Curiosity and critical thinking are your best tools for creating impactful, strategic content.
How to connect with Mohamed Osama…
Connect with me on LinkedIn.
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