The Important Role of Brands in Sports
The vital role of brands in enabling sporting platforms and healthy generations
The sports industry has experienced tremendous growth over the past decade. As part of this expansion, brands and organizations are increasing their desire to encourage the emergence of healthier young generations through the sponsorship of sporting platforms.
Sports is no longer just a phenomenon, lifestyle, or trend; it is a transformation in our culture with powerful societal benefits. In this region and specifically in the UAE, sporting platforms have become an important part of improved health and wellness, building team spirit, and engaging in meaningful lifestyle activation for the communities.
Abu Dhabi’s vision is to develop sports and youth activities and to make the capital an international field for great sporting platforms. To this end, the capital hosts many local and international sporting events each year. From UFC championships to Formula 1, to golf championships, to swimming, jiu-jitsu and many more.
In line with Abu Dhabi’s vision, Al Masaood Automobiles has always believed in the importance of sports. And in collaboration with Nissan, our long-standing partners who have a time-honoured tradition of promoting sports activities and athletes globally, we believe that sports are crucial for community development and advancement.
Al Masaood has a solid and all-rounded corporate social responsibility program, and with a keen interest in sports and youth, it contributes to widening the base of talented participants in various sports and integrating all segments of the society we serve into a peaceful co-existence.
Through our joint effort with Nissan, we take great pride in sponsoring international and local sporting events and collaborating with different sporting competitions. It is critical that organizations like ours participate in engaging and empowering young athletes, who symbolize the values of teamwork, respect, inclusion, persistence, focus, discipline and hard work.
This is evident in some of the recent partnerships we have secured with exemplary events:
Abu Dhabi Sports Council
We recently signed a partnership agreement with the Abu Dhabi Sports Council where Al Masaood Automobiles will sponsor and support major sporting events and activities in the capital. Our support to the Council’s rich calendar of sports mirrors our efforts to showcase Abu Dhabi as a prominent hub for sports – from the traditional to the global.
Al Jazira Sports Club
Football, being the most popular sport worldwide, has always held a special place in the heart of Al Masaood. To mirror this, we joined forces with Al Jazira Football Club to be their Official Automotive partner for 3 seasons thereby allowing us to connect with the youth of Abu Dhabi in personal and creative ways.
Special Olympics
The Special Olympics is one of the major Corporate Social Responsibility initiatives that we at Al Masaood Automobiles have undertaken, with a special focus on taking care of the mobility of the athletes. With the nation built around the core values of tolerance and inclusion, our participation and support remain in alignment with Abu Dhabi’s vision of a unified society with opportunities for everyone.
Local Traditional Sports Festivals - Dalma Dhow Race and Liwa Moreeb Dune
Staying true to the Group’s mission to embrace and help promote ancestral sports in the UAE, Al Masaood has long supported heritage sports competitions like the Dalma Dhow Racing Festival, as well as the action-packed dune bashing Liwa Moreeb Dune Festival that celebrates Abu Dhabi’s cultural vibrancy and its strong links to the region’s desert heritage.
Abu Dhabi World Professional Jiu-Jitsu Championship
For 5 consecutive years, we have made it our mission to align with the vision of the nation’s wise leadership in terms of promoting Jiu-Jitsu in the country. The Championship also presents a platform for our local contestants to compete globally.
Judo Grand Slam Abu Dhabi
Al Masaood supported the sixth edition of the International Judo Grand Slam, which was organized by the UAE Wrestling and Judo Federation. The tournament saw over 500 judokas from almost 100 countries around the globe competing in Abu Dhabi to qualify for the Summer Olympics in Tokyo, Japan in 2020.
Similarly, Al Masaood has been an active supporter of some of the most competitive sporting events in the field of golf. These include:
Fatima Bint Mubarak Ladies Open
We have also been part of the Fatima Bint Mubarak Ladies Open, the first-ever exclusively ladies-only professional golf event to take place in the UAE. In this fine event, amateur golfers get the chance to play alongside esteemed professionals.
HSBC Golf Tournament
Al Masaood recognizes the role of prestigious global tournaments; to that end, we were the official automotive sponsor for the HSBC’s 14th edition of the award-winning European Tour golf tournament at Abu Dhabi Golf Club.
Gary Player Invitational
We were one of the major sponsors of the Gary Player Invitational, the world’s leading charity golf series; an event where 72 international golf professionals, celebrities, and prominent business leaders helped Grand Slam Champion Gary Player raise funds for The Player Foundation.
Al Masaood Group, a recipient of the UAE Sports Achievement Award, has been an active supporter of the ‘Athletic Talent Fund’, a program that sponsors gifted local athletes through funding initiatives.
We are very committed to giving back to the community, and as we continually work towards fostering a competitive generation that is sports savvy and health-conscious, we are confident we will achieve that, by integrating sports as a way of life in the UAE.
I am very pleased to be part of a team that ingrains sports into the lifestyle of the youth, and I look forward to making a positive impact on the Abu Dhabi community, improving health and wellness, and building the community spirit through sports.
About the author
Irfan Tansel: Global Citizen and CEO of Al Masaood Automobiles
With over 40 years of experience spanning across three continents, Irfan Tansel is recognized as ‘100 inspiring leaders in the Middle East’ by Arabian Business magazine and ‘CEO of the Year’ by CEO Magazine, and he is driven to disrupt the automotive industry and to create a legacy.
Irfan’s passion for automobiles began at the age of 15 when he apprenticed as an auto mechanic. Now an entrepreneurial and visionary leader, Irfan is credited for his unique approach to innovation, employee engagement, and more recently, succeeding in a challenging market. In 2019 and 2020, Al Masaood Automobiles gained global recognition for re-strategizing; creating an omnichannel experience to prepare for Industry 4.0. Al Masaood Automobiles launched the region’s first e-commerce car buying website with Nissan, and a virtual, live & interactive sales platform. 2019 was a record-breaking year with Al Masaood Automobiles selling more cars than ever before.
Under Irfan’s leadership, Al Masaood Automobiles have been awarded numerous accolades. In both 2013 and 2019, Al Masaood Automobiles won the coveted Nissan Global Award, recognizing their outstanding performance and contribution to Nissan’s business.
Renault’s prestigious Global Partners Award (P.A.R.I.S. Challenge), received in 2020, is the highest accolade for car dealerships granted for exceptional performance in customer satisfaction, and in Sales and Aftersales – tapping into new market segments, strengthening the brand, and expanding their portfolio. They reported a staggering double digit sales growth, outperforming other Renault dealers around the globe.
With an unrelenting desire to best serve his customers, Irfan believes that “the road to recognition is built upon a commitment to leave behind the ordinary to achieve the extraordinary”. His competitive nature drives his vision to revolutionise the industry and lead the transition into a future where disruption capitalizes innovation. After achieving his goals and reaching the peak of his career, he is determined to motivate tomorrow’s leaders by sharing his extensive knowledge in leadership.
When Irfan isn’t preparing for a future of disruption, as electric cars, connectivity, autonomous vehicles and ride-sharing come into play, you can find him spending time with his family and playing golf.
For media and keynote inquiries, please email his brand manager Jen at Jen@prestidgegroup.com or call +971 55 719 3601. DOWNLOAD IRFAN’S MEDIA KIT.
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