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- Ms Rachel Slams New York Times; Saudi Arabia Shifts Tennis Strategy; ‘Sorry’ Marketing Sweeps Middle East
Ms Rachel Slams New York Times; Saudi Arabia Shifts Tennis Strategy; ‘Sorry’ Marketing Sweeps Middle East
Monday, November 10, 2025
Happy Monday everyone!
Children’s YouTube star Ms Rachel says she has cancelled her New York Times subscription, accusing the paper of “dehumanizing and biased” coverage of Palestinians. This follows an Intercept report on a leaked NYT memo advising journalists to avoid terms like “genocide” and “ethnic cleansing.” The NYT has also appointed Christina Goldbaum as its new Beirut bureau chief. In sports business, Saudi Arabia is shifting its tennis strategy. The Kingdom is stepping away from the ATP Next Gen Finals and instead investing in top-tier events — hosting the WTA Finals in Riyadh and targeting its first Masters 1000 ATP tournament by 2028. Meanwhile, a new marketing trend is spreading across the Middle East. Brands like Volkswagen Qatar, BluBlood Middle East, Danube Home, and Confident Group are issuing mock “Official Apology Statements,” humorously “regretting” being too desirable — as MENA digital ad spend hits $6.95 billion, up 19.8% year-on-year.
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Markets
EGX 30 | 40,783.74 | 2.07% |
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Ms Rachel Cancels New York Times Subscription as Paper Faces Middle East Scrutiny and Leadership Shifts
What It’s About?
Children’s YouTube star Ms Rachel said she has cancelled her New York Times subscription, accusing the paper of “dehumanizing and biased” coverage of Palestinians. Her decision followed a report by The Intercept revealing a leaked New York Times memo instructing journalists to avoid terms such as “genocide,” “ethnic cleansing,” and “occupied Palestine,” and to refer to Gaza refugee camps as “neighbourhoods.” At the same time, the New York Times has appointed Christina Goldbaum as its new Beirut bureau chief, overseeing coverage of Lebanon and Syria.
Why It Matters?
The move reignites debate over Western media credibility and objectivity in Middle East coverage. The New York Times’ expansion in the region coincides with public criticism from figures like Lebanese designer Marwan Kaabour, who said he rejected a role to lead the paper’s Middle East and North Africa team, calling it “complicit in genocide.”
What’s Next?
The New York Times continues restructuring its regional operations. It has not had a permanent bureau chief in Iraq since 2023, after Jane Arraf was removed during an internal investigation — she said it was for defending Iraqi staff. Focus now shifts to how the paper rebuilds trust, manages coverage under its new Beirut leadership, and maintains reporting from its Jerusalem bureau, led by David M. Halbfinger.
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Saudi Arabia Ends ATP Deal — Next Gen Finals to Leave Jeddah After 2025
What It’s About?
The decision marks a shift in Saudi Arabia’s tennis strategy. While ending its involvement with the Next Gen Finals, the Kingdom is investing heavily in higher-profile tournaments, such as hosting the WTA Finals in Riyadh and securing plans for its first Masters 1000 ATP event as early as 2028. It signals a move from developmental tennis to headline-making, premium events.
Why It Matters?
The move marks a shift in Saudi Arabia’s tennis and sports investment strategy. While stepping away from the Next Gen Finals, the Kingdom is doubling down on higher-profile events, including the WTA Finals in Riyadh and plans to host its first ATP Masters 1000 tournament by 2028. This reflects a broader pivot from developmental tournaments to top-tier global prestige events.
What’s Next?
The ATP has opened bids for new cities to host the tournament. Saudi Arabia will redirect efforts toward premium tennis events and sports infrastructure. Analysts say this shift shows the Kingdom moving from experimental hosting to building long-term influence and soft power in global sports.
Apology Marketing Goes Viral: Brands Say “Sorry” for Being Too Good
What It’s About?
A new marketing trend is spreading across the Middle East — brands are posting mock “Official Apology Statements”, not to admit faults, but to humorously apologise for being too desirable. The strategy gained traction after Volkswagen Qatar’s viral post. Since then, BluBlood Middle East (Dubai-based events company), Danube Home (founded in Dubai by Rizwan Sajan) and Confident Group (founded by Dr. Roy C.J., in Dubai and Bangalore) have joined in, apologising for making homes too comfortable, events too entertaining or properties too luxurious.
Why It Matters?
This trend arrives as digital ad spend in MENA hits $6.95 billion in 2024, up 19.8% year-on-year. With advertising costs rising, brands are shifting toward low-cost, high-viral marketing. Rather than paying for reach, they’re using humour, reverse psychology and shareable content to earn it organically.
What’s Next?
Analysts expect more brands — especially in luxury, hospitality and retail — to adopt this tactic. But if overused, the novelty could fade. The winners will be those who keep it clever, authentic and timed — before “sorry” becomes just another ad slogan.
🦄 World of Startups
Zid, Saudi e-commerce enablement platform, expands into Egypt through a partnership with digital store provider Zammit.
Bahrain launches $185mln fund to support SMEs
Deplike, Turkey-based AI music learning platform, raised undisclosed seed funding from 216 Capital to grow its Chordie AI app with 250K active users.
Chari, Morocco-based fintech and e-commerce platform, raised undisclosed Series A extension funding from Egypt’s DisrupTech Ventures to expand its embedded financial services for retailers.
Arab Therapy, Jordan-based online mental health platform, secured a strategic investment from Value Makers Studio (VMS) to grow its licensed telemedicine and corporate wellness services.
First Circle Capital, a female-led VC in Uganda and Morocco, raised $6M from IFC for its $25M pan-African fintech fund targeting pre-seed and seed-stage startups in fintech, insurtech, and climate tech.
👨💻From Smashi Business’ Desk
How Arab Business Leaders View Zohran Mamdani, New York City’s New Mayor
All aboard Saudi Arabia’s “Dream of the Desert” — the Kingdom’s first ultra-luxury train unveiled at the Future Investment Initiative in Riyadh.
Saudi delivery app Shgardi has shut down after five years in operation — a sign of how fierce the Kingdom’s delivery wars have become.
🔍In other news…
Saudi Arabia to Restrict Foreign Property Ownership Starting 2026
Affluent Chinese Investors Shift Focus from Singapore to Dubai
Bella Hadid Launches Orebella in the Middle East, Starting with Kuwait
Yalla Group to Establish Regional Headquarters in Riyadh
Saudi Arabia Moves Beyond Luxury, Targets Wider Tourism Market
