Al Masaood Group was recently awarded at the prestigious Sports Industry Awards (SPIA) 2021 for its contributions to the Middle East’s sports community. The Group received the Best Sponsorship Activation – Silver recognition for serving as the official partner and exclusive automotive sponsor of the Special Olympics World Games 2019 in Abu Dhabi. It was the first time that the world’s biggest humanitarian sporting event was held in the Middle East.
Marwa Kaabour, Head of Marketing and Corporate Communication, Al Masaood Group, said: “Becoming a sponsor of the Special Olympics was one of the landmark moments in the history of Al Masaood. We would always take great pride in that. The SPIA honour is an added value to our efforts to advance the sporting industry in the country, knowing that it is vital to building positive community ties and raising healthy generations. In the case of the Special Olympics, it was also an opportunity for us to show our support to the national efforts empowering the people of determination. This award will further embolden us to sponsor similar noble events in the future.”
Commenting on the partnership, David Collins, Senior Vice President, Middle East, Wasserman Media Group, said: “The Al Masaood family has been a key driver in Abu Dhabi’s growth to become one of the world’s leading capitals. Al Masaood Group is an outstanding supporter in Abu Dhabi’s emergence as a world-class sporting destination. As such, the partnership with Special Olympics World Games was a very fitting association. One that Wasserman was extremely proud to support in keeping with our own diversity, equity and inclusion commitment; as well as producing creative work deserving of such an historic brand and these amazing athletes.”
As the Special Olympics’ automotive sponsor, Al Masaood supplied more than 300 Nissan vehicles to the international event in partnership with Nissan. The cars were used to transport athletes, delegations and coaches. It also hosted various activities throughout the UAE in the build up to the Games.
Further, the company organized a half-day safari trip and a friendly football match between the UAE special athletes and the members of the Juventus Football Academy Abu Dhabi. It extended support to golf matches as well.
Its other activities included an outdoor advertising and TV campaigns; fun activities at the Abu Dhabi National Exhibition Centre (ADNEC); and the ‘Win a Car’ promotion featuring the 2019 Nissan Sentra. MTM Marine LLC, part of Al Masaood Group, contributed by hosting thrilling sports activities at Zayed Sports City.
Established in the Middle East in 2012, the SPIA series is the official celebration of everyone with keen interest in the world of sports in the region. The 2021 edition had a total of 21 Award categories.
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