SugarCRM Partners with Redington Gulf to Expand Presence in the Middle East


DUBAI & LONDON – SugarCRM, provider of the award-winning AI-driven CRM platform, today announced a strategic distribution partnership with Redington Gulf, whereby Redington will distribute the full SugarCRM AI-driven solution portfolio for sales, marketing, and customer service to businesses in the Middle East.

As a world-class provider of top enterprise technology solutions globally, Redington will help Sugar extend its CRM platform to businesses across the region through its extensive network of 34,000 resellers and over 70 sales offices around the world, with over 15,000 customers in the Middle East alone.
Redington gains access to Sugar’s market-leading portfolio of AI-driven solutions that make the hard things easier for sales, marketing, and customer service professionals. Sugar also offers choice for cloud and on-premises solutions so customers can select the best option for their business. This is a key benefit as most other CRM providers offer their solutions exclusively in the cloud, making them unviable for customers in the Middle East.

With this partnership, SugarCRM continues its global expansion with a growing footprint and commitment in the region. “Redington is a respected player in the Middle East, and the partnership provides us with a substantial opportunity to reach prospects, customers, and opportunities through an established channel. This is a significant step to fuel Sugar’s platform growth across the region,” explains James Frampton, Senior Vice President and General Manager, EMEA at SugarCRM.

“Working together, Sugar and Redington will be a dominant force to address the unmet needs of mid-market organizations in the Middle East seeking a modern AI-driven CRM platform to improve customer engagement and boost business growth by delivering a high-definition customer experience,” Frampton adds.

“We’re committed to helping our Middle Eastern customers drive digital transformation through advanced technologies, and SugarCRM is an integral part of this effort. There is a very clear opportunity to fill the gap for a purpose-built CRM offering in the Middle Eastern market. Sugar will help us meet this business demand with an intelligent AI-driven platform,” explained Sayantan Dev, President, Redington Value.

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