The Abu Dhabi Sports Council & RCS Sports appoint WePlay to provide marketing support for the seventh edition of the UAE Tour and the third edition of the UAE Tour Women, to reinforce the UAE’s position as a global cycling powerhouse.

Cycling in the UAE is experiencing unprecedented growth, with rising participation at both elite and grassroots levels. The UAE Tour plays a vital role in this evolution, inspiring communities, attracting global audiences, and driving commercial impact. As the only UCI World Tour event in the Middle East, the race continues to strengthen the region’s reputation as a premier sporting destination, blending world-class competition with a growing passion for cycling culture.

WePlay will lead the marketing strategy, creative, content development, branding and social media management celebrating the Tour’s deep-rooted connection to the seven Emirates and the UAE’s dedication to sporting excellence. By combining brand identity development, digital storytelling, and data-driven marketing, WePlay is ensuring the UAE Tour achieves both global recognition and regional engagement.

Their appointment reflects a commitment to elevating the UAE Tour’s global presence while integrating deeper connections with local cycling communities.

 

A key part of this strategy is enhancing the event’s brand equity through a unified visual identity and digital-first approach. WePlay has designed a distinctive creative direction that encapsulates the spirit of the UAE Tour, from the branding of the event to the production of engaging digital content. The agency’s work extends across multi-channel marketing, with a focus on growing audience engagement, increasing global visibility, and strengthening commercial performance through sponsorship activations and fan engagement initiatives.

The event continues to attract the biggest names in cycling, including Tadej Pogačar, the reigning Tour de France champion, and Elisa Longo Borghini, the Giro d’Italia Women winner and defending UAE Tour Women’s champion. This year’s route showcases the UAE’s diverse landscapes, from its urban skylines to rugged mountain climbs, reinforcing the country’s evolution into a top-tier destination for cycling events and tourism.

Sharon Bennett, Head of Client Services at WePlay, said: “WePlay is committed to delivering measurable value for the UAE Tour by growing audiences, increasing engagement, and enhancing the commercial performance of the event. By integrating data, creativity, and world-class execution, we’re ensuring the UAE Tour leaves a lasting impact on the global cycling stage.”

This partnership with the UAE Tour builds on WePlay’s expanding relationship with RCS Sports and the Abu Dhabi Sports Council and their footprint in the Middle East, following the record-breaking success of the Abu Dhabi Marathon and other landmark sporting initiatives.