Stelios Haji Ioannou will present ‘Serial Entrepreneurship and Brand Extension – a job or an addiction?’ at the International Entrepreneurship Forum and Exhibition (IEFE). The event, will see influential self-made tycoons and business magnates address a regional audience of 1,000. The event will be advertised on BBC World which is seen in 258 million homes and more than one million hotel rooms globally. IIR Exhibitions is one of the IEFE organisers. The company's GM Jennifer Sutherland said, "The advertising campaign for Entrepreneurs in Dubai will be seen by BBC World's enormous global audience of upmarket decision-makers and opinion-formers.

The speaker line-up includes the founder of The Body Shop Dame Anita Roddick, Stelios Haji-Iaonnou, who founded the no-frills airline Easy Jet; Dr. Ruben Singh, who is the founder of alldayPA and British Ambassador for Entrepreneurship and Robert Brozin who is Nando's Chickenland founder and CEO. Meanwhile Donald Trump, will address the forum via videolink. BBC World regional manager airtime sales operation in the Middle East and Pakistan Hani Soubra says, "BBC World has a strong emphasis on business coverage, with comprehensive updates several times each day in World Business Report and the weekly Middle East Business Report programme, which concentrates exclusively on this region. The channel provides the ideal environment for an event such as this to advertise".