A leading business group that has a recognized contribution to the commercial, economic and social development of the country whilst bringing the latest international products and services into Oman. The long-term objective is to draw on our existing experience to create international partnerships in markets beyond Oman and the region.
One of the prestige companies, part of the group: Amouage.
Sabco Group
The Oman Advertising Agency / Sabco LLC
One of the Sultanate of Oman’s premier private family conglomerates, pioneering national media broadcasting, FMCG bottling, commercial real estate, and iconic luxury heritage.
"Sabco Group embodies the spirit of Omani private enterprise: honoring deep national heritage and community responsibility while building modern, competitive institutions that enrich daily life across the Sultanate."
Strategic Pillars & Flagship Assets
Media & Public Broadcasting
Operating Al Wisal (Oman's #1 Arabic talk station), Merge 104.8, Virgin Radio Oman, and premier highway outdoor advertising concessions.
FMCG Manufacturing & Tanuf Water
Pioneering packaged mineral water since 1977 through the National Mineral Water Company, bottling Tanuf directly from Nizwa limestone springs.
Heritage Luxury: The Amouage Genesis
Founded in 1983 by HE Sayyid Hamad bin Hamood Al Busaidi by royal decree of Sultan Qaboos, reviving ancient Arabian perfumery as "The Gift of Kings."
Commercial Real Estate & Sports
Landmark commercial towers and active community sports stewardship led by former Oman Football Association President Sayyid Khalid bin Hamad.
History & Foundational Genesis
In the dawn of Oman’s modern Renaissance under His Late Majesty Sultan Qaboos bin Said, the nation required entrepreneurial pioneers to build essential private-sector consumer and media infrastructure. In 1977, His Excellency the late Sayyid Hamad bin Hamood Al Busaidi established Sabco Group (originally rooted in the Oman Advertising Agency).
Recognizing that a developing nation required both essential goods and modern communication channels, Sayyid Hamad built an enterprise that touched every facet of Omani daily life. In 1983, by royal decree, he founded the world-renowned high-perfumery house Amouage, transforming rare Omani frankincense and mountain rock rose into an international luxury benchmark. Following his passing, leadership transitioned to his sons, led by Sayyid Khalid bin Hamad Al Busaidi, who expanded the group into multimedia broadcasting, national sports patronage, and prime commercial real estate.
Top Strategic Priorities
Digital Transformation of Media: Transitioning traditional radio broadcasting into on-demand podcasting, streaming apps, and localized video content through Sabco Media Digital.
Sustainable FMCG Packaging: Introducing eco-friendly, lightweight rPET packaging and water-stewardship initiatives at the Tanuf and Jabal Akhdar bottling plants.
Youth Empowerment & Sports Sponsorships: Sponsoring grass-roots football, motorsports, and youth athletics to foster healthy active living in Omani society.
Commercial Property Modernization: Developing boutique lifestyle centers that integrate retail, specialty dining, and community gathering spaces in Muscat.
Operational Footprint & What Sabco Does
Sabco Group operates as a premier multi-sector private holding spanning four primary domains:
Media, Entertainment & Public Broadcasting:
Sabco Media: The Sultanate’s dominant private media enterprise. Operates Al Wisal (Oman’s top Arabic talk and news radio station), Merge 104.8 (popular English contemporary radio), and Virgin Radio Oman (youth and music culture).
Outdoor Advertising: Exclusive outdoor advertising concessions spanning Muscat’s major urban expressways, shopping centers, and public transport infrastructure.
Digital & Sports Publishing: Managing popular lifestyle publications and sports portals that engage millions of readers across the GCC.
FMCG Manufacturing, Bottling & Distribution:
National Mineral Water Company (NMWC): Established in 1977 as Oman’s pioneer in packaged spring water. Brands include Tanuf (sourced from the pristine limestone aquifers of Nizwa), Jabal Akhdar, and Elixir.
Consumer Distribution Arm: Advanced logistics warehouses and nationwide delivery fleets supplying international food and beverage brands to supermarkets, hotels, and local grocery stores across every governorate.
Heritage Luxury & Retail Culture:
The Genesis of Amouage: While operating today as an independent global luxury maison, Amouage's identity as "The Gift of Kings" remains forever rooted in Sabco’s founding patronage.
Specialty Luxury Retail & Perfumery: Distributing high-end fragrances, cosmetics, and lifestyle goods to prestigious retail boutiques.
Real Estate, Sports & Civic Leadership:
Premium commercial office complexes, residential towers, and retail strips across Muscat.
Dedicated sports development programs championed by Sayyid Khalid bin Hamad Al Busaidi (former President of the Oman Football Association and Oman Olympic Committee).
Alignment with Oman Vision 2040
Under Oman Vision 2040, private-sector conglomerates are called upon to lead economic diversification, foster local talent, and build robust non-oil manufacturing. Sabco Group delivers on this by:
Sustaining critical In-Country Value (ICV) through domestic mineral water production and local media employment.
Fostering a dynamic national identity and cultural dialogue through Arabic and English radio platforms.
Serving as a model of Omani family business governance, demonstrating how traditional family values evolve into modern, competitive enterprise.
FAQ: Sabco Group
Q1: What businesses are part of Sabco Group?
Answer: Sabco Group spans Sabco Media (Al Wisal, Merge 104.8, Virgin Radio Oman), National Mineral Water Company (Tanuf, Jabal Akhdar, Elixir), consumer FMCG distribution, commercial real estate developments, and the founding heritage of Amouage.
Q2: What was Sabco Group’s role in creating Amouage?
Answer: Amouage was founded in 1983 by His Excellency the late Sayyid Hamad bin Hamood Al Busaidi, founder of Sabco Group, under royal decree of Sultan Qaboos, to reintroduce the ancient Omani art of perfumery to the world.
Q3: Who leads Sabco Group today?
Answer: The group is chaired by Sayyid Khalid bin Hamad Al Busaidi, a distinguished Omani entrepreneur and cultural leader who also served as President of the Oman Football Association and Oman Olympic Committee.
