UAE Cycling sign deal with Emirates

Dubai — On the eve of the biggest cycling race in the Middle East, the UAE’s first-ever professional cycling team today unveiled a new name, logo, team kit, and three new sponsors that includes a new co-title sponsor – the iconic international airline, Emirates.

The team, which last December was awarded the final license to compete on the UCI World Tour — the premier annual male elite road cycling tour, has undergone a transformation in recent months, and will now be known as UAE Team Emirates. It will ride under that banner for the first time at this week’s Abu Dhabi Tour.

The announcement that one of the most iconic brands in world sports is to extend its international sponsorship strategy into a professional cycling team for the first time, represents one of the most significant deals in cycling’s recent history. The iconic Emirates logo will now feature on the UAE Team Emirates team jersey.

The support of the globallyrenowned airline brand is a huge boost for both the team and professional cycling more broadly. Emirates is the world’s largest international airline, operating to 154 cities in 83 countries across six continents. The brand is known worldwide as one of the leading supporters of worldclass sports events, teams and clubs and has enjoyed long-term, highly successful sponsorships in football, rugby, tennis, horseracing, golf, cricket and F1, among others.

The announcement was made at a specially-convened media event in Abu Dhabi, which also saw the team confirm two further new sponsors — ADS Securities and International Golden Group (IGG).