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SBD Global/September 27, 2013/Marketing and Sponsorship

UAE Football Association Signs Sponsorship Deal With Telecom Operator Etisalat

Middle East and Africa telecom operator Etisalat on Thursday "signed a new partnership" with the UAE FA, according to EMIRATES 247. Under the new agreement, Etisalat "will become the official partner for the UAE FA and the official sponsor of both the UAE national team and the President's Cup competition for the next three years." UAE FA Secretary General Yousuf Mohammad Abdullah said, "The primary beneficiaries of this partnership will be our national team, local competitions and Emirati youth" (EMIRATES, 247). In Dubai, Alaric Gomes wrote UAE national football team coach Mahdi Ali believes that additional cash flow into the game "will not only help bolster sporting foundations, but also help the country scale new heights," after Etisalat "announced its sponsorship of the UAE national team and the President's Cup for an additional three years." Ali said, "We need the private sector to be involved. Companies such as Etisalat have shown the way and others should follow. With such support, we have seen the results among all UAE national teams in recent times" (GULF NEWS, 9/26).
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