Finance World Magazine| Edition: October 2024

Middle Eastern brands are making
significant strides in global
sports sponsorship, utilizing
high-profile partnerships to enhance their
visibility and connect with international
audiences. By aligning with leading sports
organizations and events, these brands
are strategically positioning themselves
on the global stage. This article explores
the varied approaches Middle Eastern
companies are taking across different
sports and highlights the impact of these
investments on their global presence.
Football: A Dominant Presence
Football is a key area where Middle
Eastern brands have established a dominant
presence. Emirates, a trailblazer
in sports sponsorship, has cultivated
long-term relationships with some of the
world’s most prestigious football clubs,
including Real Madrid, Arsenal, and AC
Milan. These collaborations are more
than just advertising; they are integral to
Emirates’ branding strategy. By placing
its logo on team jerseys, stadiums, and
digital platforms, Emirates effectively
amplifies its luxury image and taps into
football’s massive and passionate fanbase.
This strategic approach not only boosts
brand awareness but also fosters deeper
connections with fans around the world.
Similarly, Qatar Airways has heavily
invested in football sponsorships, securing
deals with top clubs such as Paris
Saint-Germain (PSG) and FC Bayern
Munich. These partnerships align with
Qatar’s broader vision of becoming a
global sports hub—a vision prominently
highlighted by its role as the host of the
2022 FIFA World Cup. By associating
with elite football clubs, Qatar Airways
enhances its global brand recognition
and underscores its commitment to
supporting high-profile sports events.
These sponsorships not only elevate the
airline’s status but also reinforce Qatar’s
emerging role as a major player in the
global sports arena.
Middle Eastern brands are also active
in sponsoring major football tournaments,
such as the AFC Asian Cup. This involvement
not only helps connect with local
audiences but also supports the growth
of the sport within the region.
Formula 1: Accelerating Brand Visibility
Formula 1 offers a dynamic platform for
Middle Eastern brands seeking global
recognition. The sport’s association with
speed, innovation, and luxury resonates
with the values of many Middle Eastern
companies. For instance, Saudi Aramco,
one of the world’s largest corporations,
became a major sponsor of Formula 1
in 2020. This partnership aligns with
Aramco’s strategy to enhance its global
brand presence and support sustainability
goals, as F1 increasingly emphasizes
energy innovation and environmental
stewardship.
Etihad Airways is another prominent
Middle Eastern sponsor, particularly
noted for its backing of the Abu Dhabi
Grand Prix, a flagship race on the F1
calendar. This sponsorship not only
boosts Etihad’s global visibility but
also supports Abu Dhabi’s aspiration to
position itself as a premier sports and
tourism destination. The event attracts
international attention, showcasing the
UAE as a hub for luxury and world-class
experiences, and reinforcing the nation’s
strategic vision on the global stage.
Golf and Tennis: Engaging Affluent
Audiences
In golf and tennis, Middle Eastern brands
are making notable strides, targeting
sports that attract affluent, high-networth
individuals. These sports offer
a platform for brands to engage with
a sophisticated audience that values
exclusivity and premium experiences.
Rolex, a luxury watch brand with strong
ties to the Middle East, sponsors major
tournaments such as the Dubai Desert
Classic and the Qatar Open. Although
Rolex is not a Middle Eastern brand,
its prominent presence in the region
underscores the interconnectedness of
luxury branding and regional sponsorship
landscapes.
Regional players like Dubai Duty-Free
are also active in tennis sponsorships,
notably backing the Dubai Tennis Championships.
These high-profile tournaments
attract top-ranked players and global
fans, providing Middle Eastern brands
with a prestigious platform to engage
with a discerning audience. By supporting
such events, these brands reinforce
their image as champions of excellence
and tradition.
Esports: Connecting with the Digital
Generation
Esports represents a rapidly growing sector
with a massive global following, making
it an attractive sponsorship opportunity
for Middle Eastern brands. The sector
appeals to a young, tech-savvy audience,
making it ideal for brands looking to
connect with the next generation. Saudi
Telecom Company (STC) has emerged
as a leader in this space, sponsoring
esports tournaments and teams across
the region. STC’s involvement in esports
reflects its broader strategy to embrace
digital transformation and engage with
younger audiences increasingly drawn
to digital entertainment.
The interactive nature of esports allows
brands to create deeper connections
with their target audiences. By investing
in esports, Middle Eastern companies
position themselves as innovative and in
tune with evolving consumer preferences,
tapping into the expanding esports
economy and leveraging its potential for
brand engagement.
Strategic Partnerships: Global Sports
Initiatives
Middle Eastern brands are not limiting
their influence to individual sponsorships;
they are also aligning with broader global
sports initiatives to bolster their international
profiles. For example, Expo 2020
Dubai’s partnership with Manchester City
highlighted Dubai as a world-class event
destination, showcasing the city’s capabilities
in hosting large-scale, innovative
events. This partnership was instrumental
in promoting Dubai’s image as a global
hub for sports and cultural activities.
Similarly, Saudi Arabia’s Public Investment
Fund (PIF) acquired Newcastle
United Football Club in the English
Premier League, reflecting the region’s
growing influence in global sports. This
strategic investment not only enhances
brand visibility but also allows Middle
Eastern entities to play an active role in
shaping the future of international sports.
Middle Eastern brands are making
strategic moves in global sports sponsorship,
leveraging high-profile partnerships
to elevate their visibility and influence.
From football and Formula 1 to golf,
tennis, and esports, these brands are
harnessing the power of sports to connect
with global audiences and project their
values on the world stage. As the region
continues to diversify its economies and
invest in international sports, Middle
Eastern brands will undoubtedly play an
increasingly prominent role in the global
sports sponsorship landscape.
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