Abu Dhabi-based ADQ, one of the region’s largest holding companies, has announced three-year partnerships with the UAE Football Association and UAE Team Emirates, the UAE’s first and only World Tour Professional Cycling Team.
These two sporting entities will form the foundation of ADQ’s new “Performance Driving Us Forward” sponsorship platform as they reflect a unique balance between effort and excellence required to advance a performance culture.
The new platform will promote ADQ’s continued commitment to high performance and help inspire adoption of healthier lifestyles amongst its employees and the wider UAE community through various on-site and off-site activations.
Khalifa Sultan Al Suwaidi, Group Chief Investment Officer of ADQ, said: “At ADQ, we are creating value through investment, development and commitment to a performance-driven culture. Our belief in the power of ‘Performance Driving Us Forward’ forms the foundation of our sponsorship platform. Our new partnerships with the UAE Football Association and UAE Team Emirates will provide us with opportunities to connect with more than 70,000 employees across ADQ and our portfolio companies and amplify our support for the local community.”
Mohammed Hazzam Al Dhaheri, Secretary-General of the Football Association, said: “We take great pride in the performance of our national football teams. Support from ADQ and other leading companies is essential to help our teams reach even greater achievements through skills development and world-class programmes. We will work together and leverage our combined strengths to boost our nation’s achievements and set a new standard in delivering experiences to the wider community.”
Mauro Gianetti, Team Principal and CEO of UAE Team Emirates, said: “Welcoming ADQ as an official partner of the team reflects our continued pursuit of excellence and high performance. Competing at the highest levels requires strength, resilience and an unrelenting commitment that characterises the very essence of our partnership. We are motivated by the opportunity to build on our momentum and advance the UAE’s competitive position in cycling.”
The announcement of ADQ’s partnership with UAE Team Emirates comes ahead of the team’s first World Tour race of the season at the 2021 UAE Tour, which is set to take place from February 21-27. Since its formation in 2017, UAE Team Emirates has grown into one of the best teams in professional cycling and is now 3rd in the UCI world rankings. In 2020, its squad of riders won 33 races, including the prestigious Tour de France.
ADQ’s partnership with UAE Football Association kicks off with the President’s Cup semi-finals taking place next week. In June, the focus shifts to the UAE National Men’s Team and their qualification journey towards the 2022 FIFA World Cup and 2023 AFC Asian Cup. – TradeArabia News Service