Real Madrid / Visit Dubai
Spanish soccer giants Real Madrid have struck a partnership with Visit Dubai to promote tourism in the city.
The tie-up marks another United Arab Emirates (UAE) partnership for Real, who inked a front-of-shirt sponsorship extension with the country’s flag carrier Emirates last year, which is reportedly worth at least €70 million (US$73.6 million) annually until 2026.
This latest deal is part of the Dubai-D33 Economic Agenda, which aims to further grow the city’s economy by 2033. It also means Visit Dubai becomes the latest tourism body to partner with an elite European soccer club, joining Visit Rwanda which has pacts with Arsenal, Bayern Munich and Paris Saint-Germain.
“We are excited to begin our journey with Real Madrid as a global partner,” said Issam Kazim, chief executive of DCTM.
“This game-changing collaboration between Dubai and the greatest club in the world is built upon a shared vision and values, where every achievement serves as motivation to pursue new heights.
“With our aim to consolidate Dubai’s position among the top three global cities, this strategic alliance will harness the strengths of a leading destination and the world’s most celebrated team, to reaffirm Dubai globally as the best city to visit, live, and work in.”
The deal coincides with the upcoming Real Madrid-themed park at Dubai Parks and Resorts, which was announced last year and is due to open in the final quarter of 2023. The first entertainment park in the world to be themed around Los Blancos, features include a museum, soccer skill games, restaurants and shops.
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