MBC Group has announced a partnership deal with COFE App, the Kuwaiti online coffee-centric marketplace which currently serves across UAE, KSA, and Kuwait.

The strategic partnership will see the media group support the digital application in achieving its ambitious growth strategy through exposure on MBC’s channels, digital platforms, and events. While the network will play a crucial role in adding scale and visibility to COFE’s growth trajectory, this deal will also give MBC investment priority in COFE App’s future funding rounds.

COFE’s strategic collaboration with the MBC Group marks the first of a series of key partnerships that support the startup to establish an even stronger footing in the beverage tech arena in the Middle East. The coffee delivery startup plans to expand into new markets. Earlier this year it raised $10 million to fuel its expansion into Egypt and Turkey.

Commenting on this milestone in COFE App’s growth journey, Founder and CEO Ali Al Ebrahim said: “This partnership marks a pivotal milestone for the COFE brand. We truly believe we can become a market leader in the beverage technology space across the region and beyond, and can only reach our goal with the support of the vast network of channels and partners of the heavyweight MBC brand. We are delighted to enter into this long-term agreement and excited for what the future holds for COFE.”

The partnership with COFE App is part of MBC’s plan to actively explore new media and emerging types of content, services, events and more to aid regional businesses in offering innovative and up-to-date products and services for customers.

Fadel Zahreddine, Group Director of Emerging Media at MBC Group, added: “MBC believes that innovation in responding to consumer behavior is the essence of entrepreneurial digital solutions. MBC is committed to supporting and elevating regional entrepreneurs through visibility.”

COFE’s partnership with MBC will drive the growth and visibility of the mobile application to serve a greater number of audiences within the GCC and MENA, as the brand gears up to launch in Egypt this year, and into international markets like Turkey and the UK by 2022, the company said.