How UAE uses sports to unite the world, drive tourism and build a legacy

For many years the UAE has recognized sports as a powerful force for bringing people together. Our country has established itself internationally through hosting major sporting events such as the Dubai World Cup horse race and the Abu Dhabi Formula 1 Grand Prix. Sports have become a driving force for the UAE by drawing athletes and fans across the globe to experience our welcoming nature and openness.
Dubai recently hosted a major mixed martial arts (MMA) event which left audiences thrilled. Dubai's Coca-Cola Arena hosted the Professional Fighters League's ‘Road to Dubai’ Champions Series which featured the top fighters in the MMA world. The battle between Usman Nurmagomedov and Paul Hughes transcended the realm of sports entertainment to deliver a powerful statement to the sports world. This event demonstrated how the UAE continues to build its reputation as a premier destination for high-profile sporting competitions and global media interest.
Such events strengthen the UAE's strategic approach to use sports as a tool to raise its international profile. By integrating sports with tourism and culture the UAE successfully projected itself onto the world stage.
Building bridges through sports
The UAE's dedication to sports extends beyond event hosting by developing platforms that bring together people from around the world right here in our hometown. The Professional Fighters League in Dubai mirrors the success of another UAE institution: Dubai's Professional Fighters League has achieved similar success to another UAE sporting institution known as Emirates Dubai Rugby Sevens where I hold membership pride.
Dubai becomes a world meeting place during the Sevens event which attracts tens of thousands of visitors from over 100 different nations. This weekend showcases a sport that goes beyond competition to connect diverse people from various cultures. This event represents more than rugby as it brings people together through shared experiences and demonstrates how sports can reshape a city.
Global events create effects which start instantly but continue to persist over time. The ‘Road to Dubai’ Champions Series and Rugby Sevens bring economic benefits to Dubai by attracting international tourists who stay in hotels and visit local restaurants and businesses. Many visitors experience their first glimpse of Dubai through these tournaments which creates a lasting memory of the city's vibrant and inclusive world-class atmosphere.
The tourism ripple effect is undeniable. Major events entice repeat visits and produce word-of-mouth ambassadors who disseminate Dubai's unique story across their home nations. The UAE benefits from a continuous stream of tourists who support economic growth and enhance its standing as a premier travel spot.
Choosing the right partner
The success of every event depends on strategic partnerships that boost its overall impact. The Professional Fighters League collaborated with Dubai to transform its Champions Series into an international event. The backing from major brands such as Emirates, DP World, and HSBC strengthens the Abu Dhabi NBA series as well as the UFC championship and Emirates Dubai Rugby Sevens events.
These partnerships provide more than financial support. Global businesses that partner with events in the UAE demonstrate world-class capabilities of the nation while drawing bigger audiences to these events. These partnerships create expanding effects which validate the UAE's international reputation by proving the successes achievable through sports-business collaborations.
A legacy of leadership
The UAE’s approach to sports reflects a broader philosophy: The UAE's sports strategy embodies a fundamental philosophy which emphasizes bold thinking and inclusive participation. This vision goes beyond hosting big events because it focuses on building long-lasting participation and inclusive practices.
Youth in the UAE learn discipline and teamwork along with perseverance through grassroots programs that teach them MMA, football, rugby and other sports. The programmes guarantee that future generations in the UAE will actively contribute to its sports heritage instead of remaining passive observers.
The Dubai Fitness Challenge represents this drive through its program which motivates residents and visitors to participate in 30 minutes of physical activity each day for a month. This yearly celebration works to transform Dubai into one of the world's healthiest cities by promoting physical activity. The initiative demonstrates how the UAE dedicates itself to enhancing life quality across all age groups through free park fitness classes and school wellness programmes. The message is clear: The UAE's vision for the future shows that sports and health operate together as essential components.
A future built on fitness
The UAE’s ongoing innovative efforts mean sports opportunities remain unlimited. The Emirates Dubai Rugby Sevens and the ‘Road to Dubai’ Champions Series represent only the initial stages of a far more extensive venture.
The nation prepares for upcoming international competitions while establishing global-standard facilities and building partnerships to maintain its leadership position in the worldwide sports arena.
The Rugby Sevens event I attended for the first time in 2016 left a lasting impression on me.
Having witnessed Dubai's transformation I understand that these events create entertainment opportunities while also uniting people and presenting our strengths. This is just the beginning.
Comments