ADNOC extends title sponsorship of UAE Pro League to 2029
ADNOC extends title sponsorship of the UAE Pro League to 2029, renewing its support for grassroots football, fan experiences and broader community wellbeing.
ADNOC announced a three-season extension of its title sponsorship for the UAE Pro League, keeping the competition branded as the ADNOC Pro League through 2029. The renewal was revealed at Hazza bin Zayed Stadium as Al Ain were crowned champions of the 2025–2026 season, underscoring the energy behind professional football in the country. The agreement aims to deepen collaboration between ADNOC, the league and local clubs to expand youth participation and strengthen community ties. Senior officials from ADNOC and the UAE Pro League were present for the signing, reflecting the partnership’s strategic value for sport and society.
Agreement unveiled at Hazza bin Zayed Stadium
The announcement came during the title presentation ceremony at Hazza bin Zayed, attended by senior government and corporate figures. Dr Sultan Ahmed Al Jaber, Minister of Industry and Advanced Technology and ADNOC Group CEO, was among the dignitaries present for the celebration. The timing of the renewal at the season finale linked the commercial renewal directly to the league’s on-field climax. Officials emphasized the symbolic resonance of signing during a title celebration and its visibility for fans and sponsors alike.
Key signatories and contractual terms
The extension was formalised by Saif Al Falahi on behalf of ADNOC and Musab Al Marzouqi for the UAE Pro League. The deal continues an alliance that began in the 2021–2022 season when the league adopted the ADNOC Pro League name. While financial specifics were not disclosed publicly, both parties stressed the multi-year nature of the deal and its focus on long-term investments in sport development. The partnership commits ADNOC as the principal sponsor for three additional seasons, taking the arrangement through the 2028–2029 campaign.
Strategic emphasis on grassroots and youth development
A central pillar of the renewed agreement is increased support for football at the grassroots level across the Emirates. ADNOC and the league said resources will be directed to youth programmes, talent pathways and local coaching initiatives designed to identify and nurture Emirati players. Organised community events and school-based football activities are planned to widen access and engagement. Executives highlighted that building a sustainable talent pipeline is a shared priority to raise the standard of domestic football over time.
Fan engagement and matchday experience enhancements
The extended sponsorship will also fund initiatives to enhance the fan experience across stadiums and digital platforms. Plans include expanded community-facing events, improved matchday activations and initiatives to encourage healthy, active lifestyles among supporters. League and ADNOC officials said they will pilot fan-centric programmes that bring supporters closer to clubs and players. These measures are intended to grow attendance, broaden participation and strengthen the emotional connection between teams and their communities.
Statements from ADNOC and league leadership
Saif Al Falahi described the renewal as an expression of ADNOC’s commitment to community development and the promotion of active living. He said the company sees sport as a vehicle for social cohesion and national wellbeing, and pledged continued investment in initiatives that uplift young talent. Musab Al Marzouqi said the extension demonstrates confidence in the league’s trajectory and will help elevate the professional game across the Emirates. Both leaders framed the partnership as more than branding, positioning it as a long-term collaboration centred on development and inclusion.
Expected impact on clubs and local communities
Clubs are expected to benefit from the sustained sponsorship through increased exposure and support for development programmes. Smaller clubs and academy systems may receive targeted assistance aimed at widening participation and improving coaching quality. Community groups and schools are set to gain from outreach programmes that use football as a tool to promote health and social engagement. The partnership is likely to shape planning and investment decisions within the league’s ecosystem over the next three seasons.
The renewal secures ADNOC’s position as the principal commercial partner of the UAE’s top-flight competition and reinforces the company’s public role in supporting national sports ambitions. By linking corporate sponsorship to grassroots investment and fan experience, the agreement seeks to create measurable benefits for players, clubs and communities alike. The sustained funding and engagement model established by this deal will guide the league’s development through to the 2028–2029 season and is expected to inform future collaborations across the sport.
