Exclusive: AWSN's leadership tells The Mettleset its plans for KSA and the UAE, from the Her event series and Her Summit to schools programmes.
Sport Business
New Balance Backs Next Generation of Football Talent with Three-Year Mina Cup Partnership
The three-year agreement will see New Balance support young footballers through tournament apparel, player development opportunities and community experiences across the Mina Cup season.
Dubai Esports & Games Festival Expands to 17 Days for 2027 Edition
The sixth edition will run from April 9-25 with an expanded programme spanning gaming, esports, education and industry, before GameExpo closes the festival at Dubai World Trade Centre.
Korean Major Winners and Golf Saudi Ambassadors Headline 2026 Aramco Korea Championship at New Korea Country Club as Part of PIF Global Series
Sung Hyun Park and Jeongeun Lee6 lead the home challenge, while six Golf Saudi Ambassadors join an international field heading to New Korea Country Club from October 8-11.
Qatar Foundation Rallies Global Leaders to Build Sport Systems Designed for Women and Girls
At a three-day dialogue with Wilton Park in West Sussex (14–16 September), global leaders examined how to drive social development in the Global South through sport, by getting more women and girls onto the playing field, and building the systems that keep them there.
The Largest Library of Women’s Sports Research in MENA
The reports, research, insights and data shaping women’s sport across the Middle East, GCC and beyond... all in one place. You’re welcome.
UAE Strengthens Sports Cooperation at BRICS Ministers’ Meeting in India
The UAE joined BRICS sports ministers in India to advance cooperation across technology, innovation, athlete development and the wider sports industry.
Ministry of Sports Hosts First Innovation Lab to Enhance Sports Services
The initiative explored innovation, agentic AI and digital transformation to improve service efficiency and customer experience across the UAE sports sector.
Al Jazira Club Signs Three-Year Partnership with New Balance
The three-year agreement will see New Balance design and supply match, training, and travel kits for Al Jazira's first team, academy, and other sports teams.
M+C Saatchi Group Middle East Named Creative Agency Partner for Ras Al Khaimah Tourism Development Authority
M+C Saatchi Group Middle East will lead RAKTDA's integrated creative strategy and develop a new destination proposition to support the emirate's global tourism ambitions.
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