Abu dhabi: The Abu Dhabi Sports Council has signed a strategic sponsorship agreement with Serh Group, positioning the group as a strategic sponsor for heritage sports events organized by the Council through 2026.
According to Emirates News Agency, this partnership underscores the Council’s dedication to enhancing collaborations with prominent national institutions and bolstering the sustainability of sporting and cultural events that reflect the UAE’s authentic identity.
The agreement was formalized in the presence of Aref Hamad Al Awani, General Secretary of the Abu Dhabi Sports Council, and Musabah Alkindi Almarar, Board Member of Serh Group, along with other officials and representatives from both entities. This initiative is part of the Abu Dhabi Sports Council’s broader strategic plan to expand partnerships with the private sector, contributing to the support, organization, and sustainability of heritage sports events while enhancing their community and media presence.
Under the terms of the agreement, Serh Group will sponsor various heritage sports events listed on the Council’s 2026 calendar. This move reflects Serh Group’s dedication to supporting sports and community initiatives, reinforcing its role as an active national partner in advancing sports and cultural development across the Al Dhafra Region and the Emirate of Abu Dhabi.
Aref Hamad Al Awani highlighted that the agreement represents a significant addition to the Council’s portfolio of partnerships with national institutions. He noted that private sector support is crucial in developing heritage sports events, ensuring their sustainability, and enhancing their presence both locally and internationally. Musabah Alkindi Almarar expressed the Group’s pride in this strategic partnership and reiterated its commitment to supporting the initiatives of the Abu Dhabi Sports Council to ensure the success of traditional sporting events in a way that embodies the authentic values of Emirati society.
This cooperation aligns with Serh Group’s commitment to social responsibility and supporting sustainable development initiatives in the Al Dhafra region. It aims to enhance Abu Dhabi’s position as a premier destination for sporting and cultural events. Serh Group, formerly known as Al Dhafra Technical Services, is headquartered in Abu Dhabi and provides services to the oil and gas and logistics sectors across the Al Dhafra region, supporting the industrial and energy sectors in the UAE.