Multiply Media Group (MMG), a subsidiary of 2PointZero Group PJSC, has finalized its acquisition of London Lites, taking full ownership of one of London’s leading digital Out-of-Home operators. The deal immediately strengthens MMG’s presence in the United Kingdom by integrating London Lites into the company’s Backlite UK brand and expanding its premium digital assets across key metropolitan locations.
London Lites brings a portfolio of more than 65 premium digital signs, including its flagship installation, The Cube @ Flannels on Oxford Street. Its network will combine with MMG’s 11 existing ultra-premium assets in the region, enabling the organization to accelerate growth in a competitive, rapidly evolving DOOH market. The acquisition provides MMG with an expanded salesforce, enhanced infrastructure, and additional high-impact inventory from the outset of its UK expansion.
Executives from both organizations highlighted the strategic importance of the deal. They pointed to the combined entity’s ability to scale more effectively across programmatic advertising, premium site development, and technology-driven media delivery. MMG said the acquisition deepens its investment in the DOOH sector as it continues to build a global portfolio of technology-enabled outdoor advertising assets.
London Lites Founder Sam Dayeh emphasized the strength of the company’s team and the long-term opportunities available under MMG’s ownership. MMG leadership similarly described the acquisition as an immediate growth catalyst within one of the world’s most influential media markets.
KEY QUOTES:
“London Lites has built one of the most recognizable premium DOOH portfolios in the UK, combining exceptional locations with a team that understands how to operate and grow high-impact digital assets. Bringing London Lites fully into our portfolio allows us to accelerate market expansion, unlock programmatic potential, and strengthen our position in a market that is rapidly evolving. This investment gives us scale from day one and creates a compelling platform for long-term growth.”
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group
“We are proud to add London Lites to our portfolio and introduce Backlite UK to the market. London Lites has long been recognized for the quality and impact of its assets. Bringing the network under MMG allows us to deliver greater value, scale, and service for brands operating in one of the world’s most dynamic and influential media environments.”
James Bicknell, Group CEO at Multiply Media Group
“I’m incredibly proud of what London Lites has achieved, and even prouder to see it join a group that genuinely recognises its value. Multiply Media Group’s vision aligns perfectly with what we’ve built. At its core, London Lites has always been about its people; their talent, passion and commitment shaped the business, and I’m deeply grateful for their loyalty. Knowing they’ll have a strong and respected platform for future growth means a great deal.”
Sam Dayeh, Founder of London Lites
