Flourishing on home soil

On Monday 20th February, the one and only UCI World Tour Cycling Race in the Middle East, the UAE Tour, returned to the region for its fifth edition. UAE Team Emirates, on home soil, went into the event in strong form and they did not disappoint.

Two stage wins, a General Classification podium, and victory in the overall Team Classification represented a strong return for the team being spearheaded by debutant Adam Yates.

We supported the team with all Gulf Cooperation Council focused communications; including daily race reports, weekly op-eds, and the organisation of exclusive interviews with General Manager Mauro Gianetti and in-studio broadcast sessions with National Road Race and TT Champion, Yousif Mirza.

Partners were hosted in the hospitality suites of each stage and a ‘Ride the Route’ exclusive partner ride along was organized with Mauro, Yousif and team COO, Andrea Agostini for the final Jebel Hafeet stage which proved to be a huge success. A fantastic week for the team ahead of what promises to be another record-breaking season.