The UAE leads the region as the country most identified with sport and outdoor activities, according to a report by the brand consultancy FutureBrand.
However, it still has a long way to go to break into global public consciousness as a destination for sport, the company said.
The consultancy, part of the McCann WorldGroup team that won the marketing contract for the London 2012 Olympics, ranked the UAE top in the Middle East and North Africa, but only 60th in the world out of 102 countries ranked in its Country Brand Index from last year.
"There are a lot of sporting events that happen in Dubai, but our ranking shows that not many people [outside the region] would associate sporting events to the UAE," said Jae Hwang, the executive director of FutureBrand in the Middle East.
"So, it's about trying to showcase it, or pull up a communications piece, or packaging the events in a way that says we're a viable destination for sports."
Part of the reason for the UAE's low world ranking was its relatively recent arrival on the global sports scene, said William Shintani, the executive director and head of operations of FutureBrand in Dubai.
Another reason was that the UAE had not yet hosted an event as big as the Olympic Games or the FIFA World Cup, which create instant international brand awareness for a country.
After Beijing hosted the Olympic Games in 2008, China experienced a 22 per cent increase in brand awareness and a 71 per cent increase in terms of familiarity globally, FutureBrand data showed.
In some cases, this benefit can come even before the event begins. South Africa, which is set to host the FIFA World Cup in June, jumped from 59th to 33rd place in the FutureBrand index between 2008 and last year.
FutureBrand has done some work for Dubai Sports City and the Dubai World Championship golf tournament, also known as Race to Dubai, and its executives agreed the city had the tourism infrastructure already in place to become a major global sporting hub.
"Dubai has a head start in developing the infrastructure that makes this a preferred destination," Mr Hwang said. "Right now, today, there are enough hospitality, tourism and retail products."
Adding a stronger sporting infrastructure on top of that could be a major driver for economic growth, he said.
Sport also has a political role to play in telling the story of the GCC to the world, he said. FutureBrand is working for Qatar's bid to host the 2022 FIFA World Cup, which, if it wins, would be the biggest sporting event yet to be hosted in the Gulf.
"What is really central to Qatar's drive is the desire to present the new, modern Arab to the rest of the world, using the games as a political showcase," Mr Hwang said.
However, Gulf countries and cities should proceed into the global landscape of hosting major sporting events with caution, noted Tim Hill, the head of new business at FutureBrand.
"There is a health warning for the UAE," he said. "While it is trying to attract big-ticket items, like the Formula One, they've got to be very careful because money isn't the issue here in the UAE.
"If you look at the Olympics, the Olympics movement is about being democratic for everyone. If the grassroots level on sport is not properly built in the UAE region, and it only becomes a beautiful showcase for Formula One and huge-ticket items, you are going to get less international traction, because it will become the Monaco of the region."
@Email:khagey@thenational.ae
COMPANY PROFILE
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Total funding: Self funded
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Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Results
Stage 7:
1. Caleb Ewan (AUS) Lotto Soudal - 3:18:29
2. Sam Bennett (IRL) Deceuninck-QuickStep - same time
3. Phil Bauhaus (GER) Bahrain Victorious
4. Michael Morkov (DEN) Deceuninck-QuickStep
5. Cees Bol (NED) Team DSM
General Classification:
1. Tadej Pogacar (SLO) UAE Team Emirates - 24:00:28
2. Adam Yates (GBR) Ineos Grenadiers - 0:00:35
3. Joao Almeida (POR) Deceuninck-QuickStep - 0:01:02
4. Chris Harper (AUS) Jumbo-Visma - 0:01:42
5. Neilson Powless (USA) EF Education-Nippo - 0:01:45
Globalization and its Discontents Revisited
Joseph E. Stiglitz
W. W. Norton & Company
Results:
5pm: Maiden (PA) Dh80,000 2,200m | Winner: AF Al Montaqem, Bernardo Pinheiro (jockey), Ernst Oertel (trainer)
5.30pm: Maiden (PA) Dh80,000 1,200m | Winner: Daber W’Rsan, Connor Beasley, Jaci Wickham
6pm: Handicap (PA) Dh85,000 1,600m | Winner: Bainoona, Fabrice Veron, Eric Lemartinel
6.30pm: Handicap (PA) Dh80,000 1,600m | Winner: AF Makerah, Antonio Fresu, Ernst Oertel
7pm: Wathba Stallions Cup Handicap (PA) Dh70,000 | Winner: AF Motaghatres, Antonio Fresu, Ernst Oertel
7.30pm: Handicap (TB) Dh90,000 1,600m | Winner: Tafakhor, Ronan Whelan, Ali Rashid Al Raihe
Seven tips from Emirates NBD
1. Never respond to e-mails, calls or messages asking for account, card or internet banking details
2. Never store a card PIN (personal identification number) in your mobile or in your wallet
3. Ensure online shopping websites are secure and verified before providing card details
4. Change passwords periodically as a precautionary measure
5. Never share authentication data such as passwords, card PINs and OTPs (one-time passwords) with third parties
6. Track bank notifications regarding transaction discrepancies
7. Report lost or stolen debit and credit cards immediately
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More from Neighbourhood Watch:
The specs: 2017 GMC Sierra 1500 Denali
Price, base / as tested Dh207,846 / Dh220,000
Engine 6.2L V8
Transmission Eight-speed automatic
Power 420hp @ 5,600rpm
Torque 624Nm @ 4,100rpm
Fuel economy, combined 13.5L / 100km
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
What is double taxation?
- Americans living abroad file taxes with the Internal Revenue Service, which can cost hundreds of dollars to complete even though about 60 per cent do not owe taxes, according to the Taxpayer Advocate Service
- Those obligations apply to millions of Americans residing overseas – estimates range from 3.9 million to 5.5 million – including so-called "accidental Americans" who are unaware they hold dual citizenship
- The double taxation policy has been a contentious issue for decades, with many overseas Americans feeling that it punishes them for pursuing opportunities abroad
- Unlike most countries, the US follows a citizenship-based taxation system, meaning that Americans must file taxes annually, even if they do not earn any income in the US.
The specs
Engine: 3.0-litre six-cylinder turbo
Power: 398hp from 5,250rpm
Torque: 580Nm at 1,900-4,800rpm
Transmission: Eight-speed auto
Fuel economy, combined: 6.5L/100km
On sale: December
Price: From Dh330,000 (estimate)
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LAST 16 DRAW
Borussia Dortmund v PSG
Real Madrid v Manchester City
Atalanta v Valencia
Atletico Madrid v Liverpool
Chelsea v Bayern Munich
Lyon v Juventus
Tottenham v Leipzig
Napoli v Barcelona
THE SPECS
Engine: 6.75-litre twin-turbocharged V12 petrol engine
Power: 420kW
Torque: 780Nm
Transmission: 8-speed automatic
Price: From Dh1,350,000
On sale: Available for preorder now
From Europe to the Middle East, economic success brings wealth - and lifestyle diseases
A rise in obesity figures and the need for more public spending is a familiar trend in the developing world as western lifestyles are adopted.
One in five deaths around the world is now caused by bad diet, with obesity the fastest growing global risk. A high body mass index is also the top cause of metabolic diseases relating to death and disability in Kuwait, Qatar and Oman – and second on the list in Bahrain.
In Britain, heart disease, lung cancer and Alzheimer’s remain among the leading causes of death, and people there are spending more time suffering from health problems.
The UK is expected to spend $421.4 billion on healthcare by 2040, up from $239.3 billion in 2014.
And development assistance for health is talking about the financial aid given to governments to support social, environmental development of developing countries.
Scores in brief:
- New Medical Centre 129-5 in 17 overs bt Zayed Cricket Academy 125-6 in 20 overs.
- William Hare Abu Dhabi Gymkhana 188-8 in 20 overs bt One Stop Tourism 184-8 in 20 overs
- Alubond Tigers 138-7 in 20 overs bt United Bank Limited 132-7 in 20 overs
- Multiplex 142-6 in 17 overs bt Xconcepts Automobili 140 all out in 20 overs
