Dubai
Duty Free's strong brand image stretches far beyond the confines of Dubai
International Airport thanks to the sponsorship of major domestic and
international sporting events, many of which are watched by millions of
television viewers around the world.
Dubai Duty Free's role in sports sponsorship also help
raise the profile of Dubai itself as a world-class sporting and leisure
destination, and this in turn attracts increasing numbers of overseas
visitors.
The Duty Free Dubai Tennis Open, owned and managed by
Dubai Duty Free, is one of the biggest events in the organization's
calendar. In April 1999, the professional players on the ATP Tour circuit
voted the Dubai Open the 'World Series Tournament of the Year', and in
December 1999 it won the ATP Excellence Award as 'Best Overall
Tournament.'
The tournament, played at the magnificent Dubai Tennis
Stadium, attracts not only many of the big guns who regularly play in
Grand Slam events, but also gives rising stars a chance to shine - and
earn valuable ranking points.
The first championship of the new millennium was won by
German star Nicolas Kiefer, who in addition to US$137,000 in prize-money
also received a BMW 850 CiA car as a special 'Millennium Bonus' from Dubai
Duty Free.
Dubai Duty Free extends its involvement in worldclass sporting events off the tennis courts and into other high-profile arenas, such as horse racing and international powerboating.
The organization is a founder sponsor of Dubai World Cup day, one of the most prestigious horse racing events in the world today, attracting a global television audience of more than 200 million. In addition to the US$6 million Dubai World Cup race itself, the day's programme at Nad Al Sheba racecourse includes the Dubai Duty Free race, which at its fourth running in 2000 offered record prize-money of US$2 million. Originally a reserve race to the main event on the card, the Dubai Duty Free race now enjoys Group 3 status and is firmly established as a world-class race in its own right.
Dubai Duty Free also sponsors racing at Newbury in England, where the DDF International Raceday, held every September at this famous course, receives widespread European television coverage, with live broadcasts beamed back to Dubai. The third Dubai Duty Free International Raceday in 1999 reached new heights, with total prize money topping US$ 300,000. Races include the Dubai Arc Trial, the Dubai Duty Free Cup, the Dubai Arabian Mile Stakes and the Dubai Airport World race.
Dubai Duty Free also sponsors racing at Newbury in April, on the first day if the flat-racing season, with the Group 3 Dubai Duty Free Stakes. The 2000 season got off to an extra-special start with Dubai Duty Free also sponsoring the appropriately-named Millennium Millionaire Mile for the first time.
International powerboating is a completely different style of racing under the Dubai Duty Free sponsorship banner. The organization sponsors the Dubai Duty Free Grand Prix, traditionally one of the final two events in the UIM Class One World Offshore Championships. Powerboating is relatively new to Dubai, but thanks in part to sponsorship from Dubai Duty Free and Emirates airline, Dubai is now a major venue for the sport and Dubai's Victory team is one of the best in the world - with titles to prove it.
While a little more sedate than the thrills and spills of powerboat racing, golf remains an important element in Dubai Duty Free's sporting line-up. Popular tournaments include the Dubai Duty Free Seniors Cup, Dubai Duty Free Golf Cup, Dubai Duty Free UAE Nationals Golf Cup, and the Dubai Duty Free Golf World Cup - the latter a much-anticipated highlight of the year for players from within the international duty-free and aviation industries.
EGYPT - SYRIA - JORDAN