THE POWER OF SPONSORSHIP: HOW STRATEGIC PARTNERSHIPS DRIVE BRAND SUCCESS

In a highly competitive market like the GCC, standing out as a

brand isn’t just about flashy ads or digital campaigns—it’s

about creating real connections. One of the most effective

ways for businesses to achieve this is through strategic

sponsorships. Sponsorship isn’t just about putting your

brand's name on a banner; it’s about forging authentic

partnerships that build trust, engage target audiences, and

ultimately drive growth.

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Let’s explore how sponsorships can elevate a brand’s visibility,

create meaningful engagement, and spark long-term growth

with real-life examples from leading brands in Saudi Arabia and

the UAE.

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Elevating Brand Visibility: Be Where Your Audience Is

Sponsorship offers unparalleled opportunities for brand visibility.

Whether it’s sponsoring a sporting event, a cultural festival, or a

global conference, sponsorship gives brands the chance to get in

front of their target audience in a meaningful and memorable way.

Take STC (Saudi Telecom Company) as a shining example. As one of

the major sponsors of the Saudi Pro League (Roshn), STC’s brand is

front and center in one of the most-watched football leagues in the

region. Football is a beloved sport across the GCC, and by

associating itself with such a popular event, STC ensures that its

brand is not only visible but part of the excitement and emotion

fans feel when watching their favorite teams. This kind of exposure

isn’t just about recognition; it’s about embedding the brand into

everyday moments that matter to people.

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Another standout example is Emirates Airlines, which has long

been a top sponsor of prestigious global events like the Dubai

Shopping Festival and the Dubai Rugby Sevens. These events draw

millions of attendees and global media coverage, ensuring that

Emirates is associated with premium experiences and high-energy

activities. The airline has mastered the art of leveraging

sponsorship to maintain its image as a luxury, world-class brand

with international reach.

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Engaging Target Audiences: Create Meaningful Interactions

Visibility is important, but engagement is where the magic happens.

Sponsorship allows brands to move beyond traditional, one-way

communication and instead create interactive, memorable

experiences for their audiences.

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Almarai, one of the leading food and beverage companies in the

Middle East, offers a great example of how engagement can take

brand interactions to the next level. During their sponsorship of

events like the Saudi Food Expo or cultural festivals such as

Janadriyah, Almarai sets up immersive booths where attendees

can taste their products, interact with the brand, and participate in

activities like cooking demonstrations. This level of engagement

goes far beyond the passive consumption of an ad; it creates a

sensory connection that resonates with customers long after the

event is over.

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In the UAE, Etisalat has also tapped into the power of engagement

through its sponsorship of Expo 2020 Dubai, one of the largest

global events in recent history. By leveraging its technology and

communications expertise, Etisalat created interactive experiences

and digital platforms that connected millions of visitors to the

Expo. This allowed attendees to experience the brand’s innovative

services firsthand, fostering a deeper, more personal relationship

with the audience.

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Driving Growth: The Long-Term Impact of Sponsorships

Beyond visibility and engagement, sponsorships are a powerful tool

for driving long-term business growth. A well-executed sponsorship

can not only boost brand awareness but also enhance customer

loyalty and expand market share.

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A perfect example of sponsorship driving growth can be seen in

Aramco’s sponsorship of international and regional energy forums,

such as the Saudi International Energy Forum. As one of the

world's largest oil companies, Aramco uses these sponsorships to

reinforce its leadership in the energy sector, while simultaneously

promoting its innovations in sustainability and green energy.

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By aligning itself with thought leadership in the industry, Aramco

has strengthened its reputation as a forward-thinking company

committed to progress, helping it maintain its dominant position

both in the region and globally.

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In the sports realm, Saudi Arabian Airlines (Saudia) has also used

sponsorships to drive growth. As the official sponsor of the Saudi

Arabian Formula E Championship, Saudia isn’t just gaining visibility

among motorsports fans—it’s building relationships with affluent,

tech-savvy consumers who are passionate about innovation and

sustainability. The Formula E sponsorship aligns Saudia with the

cutting edge of automotive technology and sustainability, helping it

appeal to younger, environmentally-conscious travelers.

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Real-Life Success: Sponsorship in Action

One standout success story is Majid Al Futtaim’s sponsorship of

the Dubai Fitness Challenge. As a leading retail and leisure

company in the UAE, Majid Al Futtaim has positioned itself as a

supporter of health and well-being through this sponsorship.

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The event encourages residents to commit to 30 minutes of exercise for

30 days, and through Majid Al Futtaim’s involvement, the company

hosted fitness events, provided gym facilities, and promoted

healthy living. This sponsorship not only increased Majid Al

Futtaim’s visibility but also enhanced its reputation as a brand that

supports the community's health and wellness goals, building

customer loyalty in the process.

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Another notable example comes from Al Rajhi Bank in Saudi Arabia,

which sponsors major religious and cultural events such as the

Makkah International Conference. By aligning itself with causes

and initiatives that resonate deeply with Saudi values, Al Rajhi Bank

has cemented its position as a trusted and respected financial

institution that supports the Kingdom’s cultural and religious

heritage.

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Sponsorship: A Win-Win for Brands and Events

The beauty of sponsorship lies in its mutual benefits. For brands,

it’s an opportunity to increase visibility, engage with customers,

and drive long-term growth. For event organizers, sponsorship

provides essential funding and credibility. And for audiences, it

enhances the overall experience, creating memorable interactions

with the brands they already know and trust.

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Sponsorships offer a way for brands to connect with their audience

on a deeper level—one that goes beyond traditional advertising. By

aligning with the right events, causes, or organizations, brands can

build meaningful relationships that last long after the event is over.

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Whether you’re a well-established name or an emerging player,

strategic sponsorships could be the key to unlocking new levels of

brand success in the GCC. Ready to take the next step? Explore

how sponsorships can elevate your brand’s visibility, engage your

target audience, and drive growth like never before.