Star Live has entered into a strategic collaboration with Dubai-headquartered Electra to deliver end-to-end event and temporary infrastructure solutions across Saudi Arabia and the wider Middle East. The partnership, effective immediately, brings together two established industry players with complementary strengths to respond to the region’s rapidly growing demand for large-scale, multi-disciplinary event delivery.
Electra, based in Dubai with an office in Saudi Arabia, is a leading production partner for exhibitions and live events across the Middle East. The company offers exhibition fit-outs, temporary venues, furniture, tenting, logistics, and full on-site delivery, and has built a strong reputation for handling complex event environments. Through this new agreement, Electra’s offering will be strengthened by Star Live’s specialist event infrastructure and equipment.
Under the collaboration, Star Live will provide its portfolio of staging systems, modular event solutions, and seating, enabling the two companies to offer a fully integrated, turnkey service. The partnership will focus on delivering projects across entertainment, sport, brand activations, and cultural initiatives, supporting both temporary installations and longer-term venue requirements.
The deal reflects the increasing scale and complexity of events in Saudi Arabia and the wider Middle East, where clients are seeking delivery partners capable of working across multiple disciplines. By combining expertise, the collaboration aims to simplify procurement, accelerate on-site delivery, and maintain high standards of quality and accountability.
Star Live already has an established and expanding presence in the Kingdom through Star Live Arabia, while Electra brings a proven track record of delivering major events and temporary environments across the region. Together, this positions the partnership to support some of the most ambitious live event and cultural projects currently emerging in the Middle East.
Commenting on the collaboration, Star Live CEO Grahame Muir said that Saudi Arabia is redefining what is possible in live events and temporary venues, adding that the partnership combines shared values, international experience, and strong local delivery to support projects of unprecedented scale and ambition, while contributing to the Kingdom’s long-term cultural and entertainment landscape.
Electra CFO and acting CEO James Payne added that Saudi Arabia’s ambitions demand partners who blend creativity with world-class execution, noting that the collaboration with Star Live enhances Electra’s ability to deliver fully integrated, multi-disciplinary solutions at speed, while maintaining the premium quality and on-site excellence its clients expect.
