their favourite sports and are enthusiastic to stay […] updated on their favourite sports, no matter where they are,” explained Philip Jones, general manager, Mövenpick Hotel Jumeirah Beach, Dubai.
Along similar lines, Rijhwani further noted how these supporters often take it a step further and try to book their accommodation at the same property as their teams.
“Fans prefer to stay in the same hotel and use the hotel’s facilities such as restaurants, beach and pools to get a glimpse of their favourite star, which leads to additional revenue and enhanced branding,” elaborated Rijhwani.
As Sarkis-Talj further explained, these sports-enthusiasts are usually the laid-back kind.
“They are practical in terms of their requirements and are deemed to be some of our best and happiest guests,” she said.
“They are usually young which makes them easy-going, practical and always active – something that you can feel as soon as you enter the lobby.
[Athletes’] food and beverage needs might vary from regular guests as these sports players are subjected to specific diets that our chefs are happy to prepare. Overall, these guests are focussed on the game whether they are players or spectators.”
Speaking about how large-scale sporting events have the ability to drive business though not only increased bookings but food and beverage revenues as well, Jones noted how once fans find an ideal venue to watch games and tournaments, they become regulars.
At Mövenpick Hotel Jumeirah Beach for example, West Beach Bistro & Sports Lounge is dedicated to those with a penchant for these kinds of events with a giant screen stretching from floor to ceiling and state-of-the-art audio-visual projection, coupled with a gasto pub-style dining menu and other perks, creating a perfect environment in which to root for the competitors.
To raise brand awareness among both athletes, fans as well as the wider travelling public, hotels and other industry stakeholders are also using sport to put their name and all that they offer out there.
Acknowledging the segment’s potential, City Seasons Hotels for instance not only welcomes teams and fans, but also collaborates with sports federations.
“These events add our name on the sports map and we appreciate being part of the national effort to strengthen sports and affiliations especially among the youth,” added Sarkis-Talj.
WINNING TEAMS
In fact, tourism organisations, airlines and other industry stakeholders are increasingly reaping the benefits of being associated with world-famous teams, athletes as well as crowd-drawing sporting events.
As Naik explained, Jumeirah Creekside Hotel for example, has long been supporting the highly-successful Dubai Duty Free Tennis Championship, which has been running for almost 25 years, offering a well-established platform on which to market the property.
Speaking of the widespread benefits of such partnerships and endeavours, he further noted how the popularity of certain sports, along with the rising success of local clubs and national teams, increasing TV rights revenues and the leaderships’ investment in the field, in line with their commitment to economic diversification, continue to propel the sector’s growth.
However, according to Rijhwani, the Middle East is yet to reach its full potential.
“Creating more awareness internationally, providing training grounds, different pitches and equipment for these international teams will further encourage the [staging] of world-class sporting events in the region,” indicated Rijhwani.
As Mattar also suggested, with the hosting of competitions such as this year’s Ras Al Khaimah Golf Challenge, just to mention one of the emirate’s very own top tournaments, or the upcoming 2022 FIFA World Cup in Qatar, the growth of sports tourism across the region is set to further accelerate.
“Additionally, the sponsorship of global sporting teams by the region’s international airlines has enhanced the image of the region within the sporting area, further [fuelling] interest and development across the UAE and the wider GCC,” remarked Mattar.
Besides hotels and tourism organisations, the aviation sector has been equally proactive in promoting products and services through sports – be it a prestigious event or the sponsorship of teams with global fan bases.
Qatar Airways has been a trailblazer in this aspect, after striking a deal with one of the world’s most admired football clubs, FC Barcelona, becoming the second corporate sponsor after Qatar Foundation to have its name printed on the iconic kit of the Blaugrana.
“Sponsorship is an essential part of Qatar Airways’ marketing strategy as it facilitates the expansion of our brand visibility and establishes lasting and loyal relationships with our customers,” explained Ehab Amin, senior vice president, commercial, GCC, Levant, Iran, Iraq, Yemen, Africa and Indian subcontinent.
“Sport is a key pillar in our sponsorship plans, uniting people from all nationalities and all ages through team work, celebration and excitement, as well as encouraging a healthy lifestyle,” added Amin.
Over the past three years, some of the most decorated players of the world have participated in the airline’s campaigns, significantly expanding its customer base.
Instead of the usual safety videos, on Qatar Airways flights, top fan favourites demonstrate the all-important instructions to passengers, while Qatar Airways Holidays offers tailor-made packages to those wishing to discover not only Barcelona but the legendary club’s history as well.
Nevertheless, industry stakeholders agree that the best is yet to come.
“State-of-the-art stadiums with one of a kind facilities that have never been experienced before, will be the highlight of FIFA World Cup 2022,” said Sabry.
“The Middle East can become a top choice for sports teams and associations for all their sport related events, camps and trainings.”
His views were echoed by Naik, who referred to expanding national budgets allocated for infrastructure and other relevant developments, and the rising popularity and improved achievements of regional athletes and clubs, adding that, “All this is bolstered by a very successful hotel industry and with the expected increase in supply, the UAE’s central location and regional stability, it is easy to recognise how the UAE can be a top choice for [both events as well as teams.]“
Putting aside the undeniable economic benefits of such events, Sarkis-Talj noted, “Sports would be the right solution to keep youth happily busy and entertained in the most peaceful and fun way. This should be the way forward in all Middle Eastern countries.”
Demonstrating the undeniable strength of sport, Amin concluded, “Sport is a universal language that brings together people from different nationalities and strengthen ties.”
