From Al Jazira to Al Nassr: Why global brands want a piece of Gulf sport

Global brands are increasingly eyeing opportunities in the Gulf's burgeoning sports scene, as sports sponsorship in the region has evolved beyond mere logo placement on jerseys. New Balance, an American sportswear company, has recently inked a three-year deal to supply Abu Dhabi football club Al Jazira with training, match-day and travel kits.

The partnership underscores the growing cultural, influence and international reach of Al Jazira, which has long enjoyed backing from iconic global brands such as Adidas, Puma, Kappa and Nike.

Al Jazira's stadium, the 37,000-seat Mohamed Bin Zayed Stadium, is home to a loyal local fanbase and a reputation for nurturing home-grown talent. The new collaboration between New Balance and Al Jazira aims to build upon these strengths while fostering grassroots movements across the region. Stuart Henwood, senior director and general manager at New Balance Middle East, Africa and India, emphasized that the partnership goes beyond outfitting a football team, highlighting Al Jazira's commitment to developing homegrown talent and its deep connection with the community.

New Balance's strategy extends beyond Al Jazira, as the brand is also the official kit partner for Qatar's Al Sadd SC football team and partnered with the Doha Marathon by Ooredoo in 2025. The company has established New Balance Run Clubs in Riyadh, Doha, Abu Dhabi, and Dubai, signaling a broader push to engage with communities through sports.

The Gulf Cooperation Council (GCC) has become a burgeoning market for sports, with governments investing heavily in football, Formula One, golf, cycling, and combat sports. This investment is part of wider efforts to diversify economies and attract international visitors. Sports sponsorship offers brands an emotional connection to consumers, transforming corporate identities into familiar and relatable symbols.

The value of Gulf sport has been exemplified by the 2023 arrival of Cristiano Ronaldo at Al Nassr. The Portuguese footballer's presence significantly elevated the club's profile, transitioning it from a primarily Saudi institution to a globally recognized sports brand. As of 2024, Adidas is now the club's official kit supplier, while Al Nassr has previously worn New Balance kits during the 2017-18 season.

The relationship between Gulf sport and international business also functions in the opposite direction. UAE Team Emirates XRG, a leading cycling team, boasts an impressive list of international sponsors, including Italian bicycle maker Colnago, Swiss watchmaker Richard Mille, and Italian clothing company Pissei, alongside local partners such as G42, First Abu Dhabi Bank, and MyWhoosh.

Similarly, Beirut Basketball Club has partnered with Emirates as its official airline and primary jersey sponsor, highlighting the interconnectedness of sports and global marketing.

High-profile Gulf airlines, such as Emirates and Etihad Airways, have long capitalized on international sport as a global marketing platform. Emirates, for instance, has been associated with Arsenal since 2006, AC Milan since 2007, and Real Madrid since 2011. Etihad Airways has also forged strong partnerships with Manchester City, linking the Gulf airline to a European football club and enhancing its global recognition.

These cross-border collaborations demonstrate the mutual benefits of sports sponsorship for both local clubs and international brands, creating a win-win scenario in the region's rapidly expanding sports landscape.