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Transformation of AlUla gathers pace as RCU signs strategic partnerships with AECOM and Egis-led French consortium
– The Royal Commission for AlUla signs landmark agreements with AECOM and an international French consortium comprising Egis, Assystem and Setec during the Future Investment Initiative in Riyadh
– World-class program management expertise combined with design and delivery experience on complex, large-scale projects accelerate RCU’s rapid progress in responsible, sustainable and community-inclusive development
– Initially the program management team will implement Phase 1 of the RCU masterplan worth USD 15Bn including the 20km length of AlUla’s core historical area and encompassing key development projects for infrastructure, hospitality, arts & culture, and social and community development.
RIYADH, Saudi Arabia, Oct. 27, 2021 /PRNewswire/ — The Royal Commission for AlUla (RCU) has signed two landmark strategic partnerships that will further accelerate the regeneration of AlUla as it moves from the planning stage to implementation following the launch of its masterplan in April, 2021.
The agreements with AECOM and an international French consortium comprising Egis, Assystem and Setec set out a comprehensive development timeline based around three phases that lead up to 2035.
Phase 1 development amounts to SAR 57+ Bn / USD 15+ Bn invested in AlUla’s core 20km historical area. This incorporates social, economic and sustainability projects in five unique hubs with a focus on infrastructure, hospitality, arts & culture, and social and community development.
Signing the agreements at the fifth edition of the Future Investment Initiative (FII) in Riyadh, RCU CEO Amr AlMadani said: “These new long-term strategic partnerships are critical to realising our ambition of creating a global benchmark for sustainable tourism. Our new partners will be instrumental in helping us deliver a detailed and certified plan. While our focus is set on Phase 1, we will ramp up our integrated approach towards the development of Phases 2 and 3 to drive traffic and sustain a regular flow of tourists in the long run.
“As we develop infrastructure and other assets that will help to establish AlUla as an exciting business hub servicing the northwest Arabia region, we require world-class partners such as these who will be with us for the long haul and who share our desire to benefit the people of AlUla while creating unforgettable experiences for visitors.”
These partnerships will accelerate business and investment opportunities from 2022 onwards and demonstrate the pace of progress to revitalise AlUla as a responsible, sustainable and community-inclusive destination.
AECOM President Lara Poloni said: “AlUla is one of the world’s largest and most complex development projects, home to more than 30,000 sites of historical significance, and we are proud to help realize the city’s vision for the future. In partnership with RCU, we look forward to leveraging our global program management and technical expertise to deliver a sustainable legacy that transforms AlUla for generations to come.”
AECOM will provide a range of integrated services across the entire AlUla program. These include executive-level program management to integrate all workstreams and major initiatives across RCU to implement the AlUla vision and outcomes, as well as a project delivery office that will work with RCU to implement best practices and delivery from design to construction and operation.
AECOM will also lead all design activities from setting standards, delivering the digital ecosystem, leading innovation, managing designers and delivering scopes. Further, asset and facilities management will be provided for the project lifecycle along with the benchmarking and development of smart city plans and projects.
Creating opportunities for the local community is a core aspect of AlUla’s development plan and AECOM’s approach. AECOM has already invested in training 400 residents to achieve professional vocational qualifications and will provide additional professional skills development and knowledge transfer opportunities both for residents and those relocating to AlUla for work.
Speaking on behalf of the French consortium, Egis Group CEO Laurent Germain said: “Our three highly regarded firms – Egis, Assystem and Setec – are unified, committed and eager to showcase our capabilities. As longstanding members of the Saudi business community, we are excited to be part of the development of AlUla.”
The French Agency for the Development of AlUla (Afalula) was instrumental in bringing together the French consortium. Afalula Executive Chairman Gérard Mestrallet said: “Today’s agreement deepens the Saudi-Franco partnership at AlUla and across other projects in Saudi Arabia. It also attests to the depth and strength of French engineering and infrastructure expertise to confront the most challenging aspects of responsible and sustainable development.”
The Egis-led consortium brings infrastructure programme management and construction management capabilities to support on-time delivery of AlUla’s most urgent projects and long-term development. As such, it offers a new perspective on infrastructure delivery defined by a coordinated approach. A core team will be based in AlUla including high-level specialists for engineering, construction and operations management and a range of international experts to bridge any knowledge gaps.
AECOM and the French consortium share the values of AlUla’s Sustainability Charter which, through its 12 principles of sustainability, will empower the realisation of a carbon-neutral strategy and circular economy. It will also establish robust and resilient policies for the development of AlUla’s heritage and environmental targets fuelled by renewable energy with 500-plus megawatts of clean power capacity. By 2035 renewable energy will supply 50 percent of demand.
Since unveiling its Journey through time masterplan in April 2021, the RCU has made significant progress on its journey to developing AlUla as a living museum while diversifying the economy and creating a vibrant community.
USD 2 Bn has been invested in key development projects including expanding AlUla International Airport, completing the stunning and architecturally awarded Maraya multi-se venue, completing water and power-plant infrastructure in the Ashar Valley, and bolstering AlUla County’s security infrastructure.
Upon completion of the development strategy in 2035, RCU envisions the emerging city of AlUla defined by a thriving community and its ability to support residents’ ambitions, where service excellence is the norm and creativity drives a culture of adaptability and flexibility.
By 2035 RCU forecasts that the population will more than triple to 130,000 with 38,000 new jobs created and AlUla contributing SAR 120 Bn (USD 32 Bn) to Saudi Arabia’s GDP. Additionally, 80 percent of AlUla County will be home to nature reserves, with key flora and fauna reintroduced.
To learn more about investing in AlUla, visit https://www.rcu.gov.sa/en/investment
For media enquiries please contact the RCU Public Relations team at publicrelations@rcu.gov.sa
Note to editors:
It is always AlUla / not Al-Ula
About the Royal Commission for AlUla
The Royal Commission for AlUla (RCU) was established by royal decree in July 2017 to preserve and develop AlUla, a region of outstanding natural and cultural significance in north-west Saudi Arabia. RCU’s long-term plan outlines a responsible, sustainable, and sensitive approach to urban and economic development, that preserves the area’s natural and historic heritage, while establishing AlUla as a desirable location to live, work, and visit. This encompasses a broad range of initiatives across archaeology, tourism, culture, education, and the arts, reflecting a commitment to meeting the economic diversification, local community empowerment, and heritage preservation priorities of the Kingdom of Saudi Arabia’s Vision 2030 programme.
About AECOM
AECOM is the world’s most trusted infrastructure consulting firm, delivering professional services throughout the project lifecycle – from planning, design and engineering to program and construction management. On projects spanning transportation, buildings, water, energy and the environment, our public- and private-sector clients trust us to solve their most complex challenges. Our teams are driven by a common purpose to deliver a better world through our unrivalled technical expertise and innovation, a culture of equity, diversity and inclusion, and a commitment to environmental, social and governance priorities. AECOM is a Fortune 500 firm and its Professional Services business had revenue of $13.2 billion in fiscal year 2020. See how we are delivering sustainable legacies for generations to come at aecom.com and @AECOM.
About EGIS
A major international group in the construction engineering and mobility services sectors, Egis creates and operates intelligent infrastructure and buildings capable of responding to the climate emergency and addressing the major challenges of our time by helping to achieve more balanced, sustainable and resilient territorial development.
A 75%-owned subsidiary of Causse des Dépôts, with the remaining 25% held by partner executives and employees, Egis places its multiple fields of expertise at the disposal of the community and makes cutting-edge innovation accessible to all projects throughout their lifecycle: consulting, engineering, operation.
Through its wide-ranging fields of activity, Egis is a central player in the collective organisation of society and the living environment of its inhabitants all over the world.
About SETEC
Setec is ranked as a global engineering leader thanks to its technical excellence, which has driven its ambitions for more than 60 years.
With 3,300 employees around the world working in numerous sectors, ranging from transportation, water and buildings to energy efficiency, digital infrastructure and industrial facilities, setec serves a growing base of customers.
Setec is also an independent group owned by its engineers, with an energy and excellence fuelled by the passion of its employees. setec people continually enhance their expertise to design, model and implement sustainable solutions for a changing world. Their curiosity and appetite for challenge allows setec to invent new businesses and innovative approaches entirely focused on meeting the needs of its customers.
About Assystem
Assystem is an international engineering group. As a key participant in the industry for over 50 years, the Group supports its clients in managing their capital expenditure throughout their asset life cycles. Assystem S.A. is listed on Euronext Paris.
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World Phygital Community Announces Global Qualifying Tournament Season 2025/2026
Season anticipated to be biggest ever before the Games of the Future 2026 in Kazakhstan
HONG KONG, April 15, 2025 /PRNewswire/ — Today, the World Phygital Community (WPC) announces the 2025/2026 ranking tournament season for athletes and clubs aiming to qualify for the Games of the Future in Kazakhstan next year. Running from August 1st to December 15th, 2025, the tournaments hosted by WPC members worldwide, will provide the opportunity for clubs and athletes to show their prowess in phygital sports and qualify to compete at the largest global phygital sport’s event next year.
During the season, phygital competitors will participate in a round of regional tournaments within each participating country called Phygital Origins, followed by national tournaments, which are called Phygital Rivals.
Dan Merkley, Chairperson of the WPC, said, “This new season will be the biggest ever. With 96 World Phygital Community members across 92 countries, this is the chance for anyone who wants to be part of this fast-growing phenomenon to step up and prove themselves. Phygital sport is for everyone, and we are eager to see which phygital superstars emerge this season.”
Tournaments can feature the following core disciplines: Phygital Football, Phygital Basketball, Phygital Shooter and Phygital Dancing. The first three consist of two stages—a digital round, where athletes compete in a video game version of the discipline, followed by a physical round, where they face off in a real-world version of the discipline. Phygital Dancing tournaments use well-known dancing video games to deliver the phygital experience in a single stage.
Following conclusion of these tournaments in December, rankings are calculated and the top two clubs and athletes in each discipline will go straight through to the Games of the Future 2026, while clubs and athletes placed 3rd – 26th will go through to the Phygital Contenders tournament to fight for their place at the event.
Prior to the season starting, all WPC members can apply to host Phygital Origins and Phygital Rivals tournaments from May 1st till July 31st, 2025.
Notes to Editors:
About the World Phygital Community (WPC):
The World Phygital Community (WPC) is a non-profit, international organization that aims to promote phygital sport worldwide by uniting physical and digital communities globally. It is responsible for providing guardianship of the rules and regulations of phygital sport and hosting the Phygital Origins and Phygital Rivals. The winners from the Phygital Origins progress to the Phygital Rivals, facing other Phygital Origins winners, for a chance to compete at the Games of the Future.
For more information please visit: https://worldphygital.org/
About the Games of the Future (GOTF):
The Games of the Future is an annual international event that fuses the worlds of physical and digital and is the pinnacle of phygital sport. The tournament brings together the next generation of phygital sporting heroes from all over the world to compete in a diverse range of phygital disciplines and challenges. The Games of the Future 2025 will be held in the UAE while The Games of the Future 2026 will be held in Kazakhstan.
For more information please visit: https://gofuture.games/
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The Internet Is in a Frenzy Over MelBet India’s New Ad Campaign With Sherlyn Chopra
MUMBAI, India, April 15, 2025 /PRNewswire/ — After a week of teaser-fueled anticipation, international iGaming company MelBet has finally unveiled its long-awaited advertising campaign featuring the flamboyant and glamorous Bollywood star Sherlyn Chopra. The teaser of the ad campaign has already sparked a wave of excitement across the internet, and now netizens are going gaga over the full ad – and for good reason. Furthermore, the ad has also caught the attention of industry experts, making waves in the latest iGaming industry news.
#LadyLuck
The ad takes viewers on a visually stunning journey, where Sherlyn, draped in opulence, captivates the screen with her magnetic presence. With effortless charisma, she invites players to dive into the world of MelBet and try new games. As the anticipation builds, the film takes a hilarious turn—when it’s time to wrap up, Sherlyn calls for someone to say ‘cut’, only to find that everyone is too engrossed in logging into the MelBet app to respond. The moment is pure gold, capturing the thrill and immersive excitement that the MelBet app delivers.
A Viral Sensation in the Making
Even before its full release, the teaser has ignited social media. Fans are raving about Sherlyn’s dazzling look, the ad’s playful humor, and its high-energy appeal.
The campaign’s overwhelming response is a testament to the fact that gaming isn’t just about winning—it’s about the rush, the unpredictability, and the unforgettable moments along the way. In short, it is about adding emotions to the game.
Speaking about the ad, Sherlyn Chopra, said, “It was a real pleasure to shoot this campaign! MelBet is not just about a game, it’s a ton of emotion and excitement from a wide selection of entertainment, exciting promotions with high bonuses. Seeing people go crazy over the teaser already is so exciting! I’m thrilled for audiences to see the full version and, of course, to keep having fun with the MelBet app!”
A MelBet representative highlighted that Sherlyn Chopra brings a unique energy and charisma that aligns perfectly with MelBet’s vision. MelBet wanted this campaign to be bold, fun, and unforgettable, just like the brand—and Sherlyn delivers that effortlessly. The overwhelming response to the campaign proves that this campaign is striking the right chord. MelBet is confident that it will reinforce MelBet India app as the ultimate destination for entertainment.
About MelBet
MelBet is an international iGaming company founded in 2012 that has won the trust of millions of players thanks to its user-friendliness on all devices, partnership with leading game developers and 24/7 customer support. Clients of the brand regularly participate in numerous lucrative promotions, receiving bonuses and valuable prizes.
Video: https://www.youtube.com/watch?v=y_F2kouwkNI
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UNITED BREWERIES, WELLA, JIO BP TO LEAD FOR HOUSE OF ROSE PROFESSIONAL’S 2025 INDIA EDITION OF BREAK THE CEILING TOUCH THE SKY®
India’s most successful organizations and inspirational leaders to convene on Sept 30, 2025 in Mumbai.
MUMBAI, India, April 14, 2025 /PRNewswire/ — House of Rose Professional Pte Ltd. (HORP), announced today that the 2025 India Edition of Break the ceiling touch the sky® (BTCTTS)- the success and leadership summit for women will be held in Mumbai, India on Sept. 30, 2025. United Breweries the Wella Company and Jio BP are leading as early partners for the summit. HORP also called out India as a priority market for leadership excellence in support of India’s status as the fastest growing major economy in the world. The summit will also celebrate the 2025 Break the ceiling touch the sky® Most Inspirational Women in Leadership in India list which will be announced ahead of the summit on Sept 30.
Break the ceiling touch the sky® is a rapidly growing community of the world’s most inspirational female executives across industries. The 2025 India Edition of Break the ceiling touch the sky® offers participating organizations opportunities to: Network and build powerful new business connections; enhance their corporate reputation and employer brand; exchange best practices on leadership, Diversity & Inclusion, and success across industries and train their leadership talent for greater contribution and impact. The summit will include inspirational sharings on the future of work and leadership, the road to the C-suite, global leadership in a complex but interconnected world and also showcase valuable insights from HORP’s proprietary global research on gender balance and business impact.
Research shows that gender- balanced led Companies outperform non gender-balanced led Companies. India has an incredible opportunity ahead of it with under 8% of executive management team members and under 18% of Boards members of Fortune India 500 Companies being female.
Kavita Singh, Chief Human Resources Officer, United Breweries Ltd., shared, “Our purpose is to brew the joy of true togetherness to inspire a better world. We are pleased to partner with Break the ceiling touch the sky® and support this coming together of so many diverse minds and best practices from the world’s best companies and leaders and accelerate gender diversity in the workplace. Our message to women in leadership is to be assertive, and trust in your ability to break barriers. The ceiling isn’t as high when you decide to push past it.”
Pravesh Saha, General Manager, South Asia, Wella Company shared, “Max Amen, Managing Director – UK & Ireland, The Wella Company commented, “At Wella Company, we empower people to look, feel, and be their true selves. As an innovative global leader in the beauty industry, we combine our iconic 140+ years of history and industry expertise with our dynamic growth as a category-leading company. With this in mind, we are immensely proud to continue our partnership with Break the Ceiling Touch the Sky® in India, in our shared mission to enable and inspire people to achieve greater success. Since 2017, we have partnered across multiple regions, reinforcing our commitment to driving positive impact.”
Nishi Vasudeva, Former Chairman & Managing Director, HPCL and Independent Director on the Boards of L&T Finance, Tata Power Renewable Energy and Crisil and Consultant, House of Rose Professional shared, “The advantages of gender balanced leadership have been extensively documented with the clear takeaway that gender balanced led companies deliver better on business, growth and social impact. The world’s largest and most respected Companies are becoming increasingly gender diverse at the top. The sharing of best practices amongst India’s most successful leaders at Break the ceiling touch the sky® is an excellent opportunity to invest not just in women, but in sustainable, better businesses.”
Added Sam Balsara, Chairman, Madison World; “I have been involved as a speaker at Break the ceiling touch the sky® for several years and also honoured to serve as a current Break the ceiling touch the sky® Global Male Champion for Gender Equality. As a premier Media Agency, Madison has a unique role in shaping attitudes and mindset of leaders towards women overall and the continued advancement of women in leadership as a critical enabler of business. I am looking forward to sharing and learning at the 2025 India Edition of Break the ceiling touch the sky®.
Commented Anthony A. Rose, Chairman and CEO of House of Rose Professional Pte. Ltd. Ltd and author of the book Break the Ceiling Touch the Sky: success secrets of the world’s most inspirational women which inspired the summit, “The Break the ceiling touch the sky® summit enables companies to learn rapidly across industries amongst the world’s most successful companies (versus reinventing the wheel internally), develop their leaders and accelerate business growth via gender-balanced leadership. We are delighted to be able to contribute to incredible India’s growth story via the Break the ceiling touch the sky® summit.”
Since 2014, Break the Ceiling Touch the Sky® has enabled the success of over 50,000 leaders across over 600 companies globally via 38 international summits and other trainings. House of Rose Professional Pte. Ltd. (HORP) is a leader in global executive development via its Talent (BeliEVE® executive search) Training (Break the ceiling touch the sky® – the success and leadership summit for women) and Transformation (CEOSmith® – reputation, executive excellence and business advisory services for the C-Suite) verticals.
TO LEAD AS A CORPORATE SPONSOR please email anthony@houseofroseprofessional.com
TO SIGN AS A PARTICIPATING COMPANY visit https://houseofroseprofessional.com/india-edition-2025/
MEDIA AND CUSTOMER INQUIRIES:
Anthony A. Rose at anthony@houseofroseprofessional.com
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World Phygital Community Announces Global Qualifying Tournament Season 2025/2026
The Internet Is in a Frenzy Over MelBet India’s New Ad Campaign With Sherlyn Chopra
UNITED BREWERIES, WELLA, JIO BP TO LEAD FOR HOUSE OF ROSE PROFESSIONAL’S 2025 INDIA EDITION OF BREAK THE CEILING TOUCH THE SKY®
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