Unlike traditional marketing, which tends to be a one-way street, sports sponsorship allows brands to become an integral part of the experience of sports enthusiasts, fostering a deeper and more dynamic connection
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Latest in Sport
Padel
World Padel Academy opens new facility in UK in its first international expansion move
The company said it is proud to be the first in the region to take padel to an international audience
Abu Dhabi
NBA legend Derek Fisher on Saudi Arabia expansion: ‘There’s no reason why we shouldn’t’
This comes a month before his first trip to the region where he will participate in the 2024 NBA Abu Dhabi games
Dubai
Marriott, Manchester United unveil themed suite in Dubai for fans
The themed suite, available from May 2024, will offer fans an exclusive experience to celebrate the history and legacy of Manchester United
UAE online trading firm CFI becomes official partner of Saudi Super Cup
The super cup tournament, slated to be held on April 8-11, promises to captivate audiences with the participation of football icons Cristiano Ronaldo and Karim Benzema
Andres Iniesta
UAE Golden Visa: Footballer Andres Iniesta gets long term residency
Iniesta now plays for the Emirates Football Club in Ras Al Khaimah
Al Nasr
UAE Football Association president resigns
Sheikh Rashid bin Humaid Al Nuaimi has resigned from his position on the board of directors
Dubai
Sharjah to host largest skateboarding event in the Middle East
The Park 2022 World Championships and Street 2022 World Championships will be held between January 29 and February 12
DP World Tour Championship
Emirates extends partnership with DP World Tour Championship for five years
The Dubai-based airline is one of the longest-standing partners of the Tour, having started as title sponsor of Desert Classic in 1989
FIFA
UAE launches multiple-entry tourist visa for ‘Hayya’ card holders attending the World Cup
The visa, which costs Dh100, is valid from the date of issuance, and can be extended for another 90 days
Belgium
Celebrated Belgian cyclist Tim Wellens set to join the UAE Team Emirates
Wellens has signed a two-year contract with Team Emirates, which will see him with the squad through to the end of 2024
Artificial intelligence
Royal Front Investment: Metaverse is the future of entertainment and sports
Rashid Al Kamali, founder of Royal Front Investment, believes that the sports industry is ripe for governance and transparency, and explains what role blockchain and crypto exchange play in this sector
Abu Dhabi
Floyd Mayweather dedicates Abu Dhabi Unity Boxing Event to the UAE ahead of May 21 Moore showdown
UAE Golden Visa holder Badou Jack “The Ripper”, MMA and boxing legend Anderson “The Spider” Silva, and UAE Warriors champion Bruno “Caveira” Machado – who will all fight on Saturday – shared how the Mayweather-Moore led showcase event will boost the business of sport in the nation
Abu Dhabi Grand Prix
Tickets go on sale for Formula 1 season finale in Abu Dhabi
Abu Dhabi Motorsports Management says buyers in April will be rewarded with an early bird discount of up to 30% off selected tickets
ICC Men’s T20 World Cup 2021
How live sport is driving business growth at UAE’s Netflix rival Starzplay
Subscriptions and revenue per user on the up as streaming platform Starzplay adds new sports content to offering
Fitness
UK fitness giant inks deal to buy UAE gym start-up brand
JD Sports Gyms, part of the FTSE 100 giant JD Sports, buys UAE-founded GymNation
Dubai Racing Club
$30.5m prize pot revealed for Dubai World Cup meeting
Emirates Airline Dubai World Cup attracts 153 nominations, including 23 individual Group/Grade 1 winners