Abu Dhabi Heritage Sponsorship: Abu Dhabi Sports Council And Serh Group Sign 2026 Partnership

The Abu Dhabi Sports Council has entered a strategic sponsorship agreement with Serh Group for 2026, under which Serh Group will act as strategic sponsor for heritage sports events. The partnership aims to support traditional sports across Abu Dhabi and Al Dhafra Region, while strengthening the long-term sustainability and visibility of events that reflect the UAE’s cultural identity.

Under the agreement, Serh Group will sponsor several heritage sports events scheduled on the Abu Dhabi Sports Council’s 2026 calendar. The deal aims to reinforce cooperation between the public and private sectors, improving organisation and funding for traditional competitions. It also seeks to enhance community engagement and media coverage, ensuring heritage sports maintain a strong local and regional profile.

The agreement signing took place 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. Officials and representatives from both sides attended. Their presence highlighted institutional backing for the partnership and confirmed a shared interest in long-term support for sports and cultural activities.

The Abu Dhabi Sports Council views the agreement as part of a wider strategic plan to deepen ties with national private sector partners. The Council aims to expand sponsorship networks, improve event planning, and support sustainable heritage sports programming. This approach is intended to develop organisational frameworks and marketing practices, while strengthening Abu Dhabi’s reputation as a regional sports centre.

This cooperation forms a comprehensive strategic partnership focused on supporting and maintaining sports and heritage events across Abu Dhabi. The parties plan to coordinate organisational, marketing, and promotional efforts. This alignment is expected to increase participation, attract broader audiences, and create consistent messaging, which supports the shared objectives of both institutions in sports and cultural development.

According to the Abu Dhabi Sports Council, private sector involvement is a key element in advancing heritage sports. Aref Hamad Al Awani stressed that this agreement adds value to the Council’s portfolio of partnerships. The Council expects the collaboration to help sustain traditional events, build their presence in international markets, and showcase activities that represent Emirati values and identity.

From Serh Group’s perspective, the agreement reflects a commitment to national initiatives and social responsibility. Board Member Musabah Alkindi Almarar confirmed the Group’s pride in cooperating with the Abu Dhabi Sports Council and supporting traditional sports events. The partnership is aligned with Serh Group’s focus on sustainable development projects in the Al Dhafra region and the wider Emirate of Abu Dhabi.

Serh Group, previously named Al Dhafra Technical Services, is based in Abu Dhabi and operates mainly within the oil and gas and logistics sectors in Al Dhafra region. The company provides services that support industrial and energy activities in the United Arab Emirates. Through this sponsorship, Serh Group also strengthens its role as an active national partner in cultural and sports development.

With inputs from WAM