Emirates becomes World Rugby’s first Platinum Partner, reaffirming nearly four decades of support for the sport’s global growth
sports sponsorship
Latest in sports sponsorship
Dubai
Emirates launches the Signature Series, jerseys with autographs of football’s finest
The signed jerseys come in a custom-designed box and are accompanied by a certificate of authenticity as well as a security hologram
ASICS
ASICS signs multi-year deal as Dubai Marathon marks 25th anniversary
Global running brand to sponsor Dubai Marathon from 2026 to 2028, enhancing athlete experience and community engagement
DP World
Dubai’s DP World extends Title Partnership with the DP World Tour until 2035
Company to remain Title Partner and Official Logistics Partner of the Tour, as well as Title Partner of the DP World Tour Championship in Dubai
Abu Dhabi
Emirates NBD expands golf sponsorship portfolio with two new additions
Already involved with Hero Dubai Desert Classic, it will also become the Official Banker of DP World Tour Championship and Abu Dhabi Championship
AC Milan
Emirates extends its long-standing partnership with AC Milan
The Dubai airline remains Principal Partner, Official Airline Partner, and Official Men’s Jersey Partner of the Rossoneri, 19-time Serie A champions
Emirates
Dubai’s Emirates signs major partnership with Germany’s biggest football club
Seven-year sponsorship with Bayern Munich to provide prominent brand visibility, a dedicated Emirates Skybox and other opportunities
Dubai
UK property firm joins Hero Dubai Desert Classic partnership roster
Established in 1989, the Hero Dubai Desert Classic holds status as the oldest golf competition in the region and has earned the nickname ‘Major of the Middle East’
Abu Dhabi
Aldar becomes official real estate partner of DP World Tour
Deal signed until the end of 2027 season and includes official partnership at key global tournaments in Singapore, China and the UK
Cricket
Dubai’s Sobha Realty signs major cricket partnership with ICC
The partnership reinforces Sobha Realty’s position as a leading global real estate brand
Etihad
Etihad announces Mubadala Abu Dhabi Open tennis sponsorship
Etihad Airways partners with Mubadala Abu Dhabi Open tennis tournament
2026 FIFA World Cup
ADQ renews sponsorship deal with UAEFA for 3 more years
The renewed partnership comes ahead of the national team’s preparations for the third round of the Asian qualifiers for the 2026 FIFA World Cup
Baseball in UAE
Leading web3 player BONK named presenting partner for Baseball United’s inaugural season
BONK will serve as Presenting Partner for upcoming Arab Classic and Baseball United Cup events
Cricket
Why cricket sponsorship became such a hot ticket for Middle Eastern companies
There are few better ways of engaging with new partners than through the shared love sport
Association of Tennis Professionals (ATP)
Emirates announces Wimbledon sponsorship: Live tennis shown on journeys, strawberries and cream in-flight meals and new-look planes
Emirates has been named the Official Airline Partner of the Wimbledon tennis championships
International Olympic Committee
Toyota set to end its massive Olympic sponsorship deal after Paris
Carmaker signed one of the biggest sponsorship contracts with the IOC, reportedly valued at $835 million, through the 2024 Paris Games
F1
F1 and what it means to the Middle East
Racing has turned into a very slick, well-polished product, one that enables brands to showcase their products and services to a diverse audience, whether that’s sponsoring teams, drivers, or events
