UAE Tour Case Study

The UAE Tour is the Middle East’s flagship professional cycling race and the region’s only event on the UCI World Tour calendar.

WePlay partners with the Abu Dhabi Sports Council and RCS Sports to shape the marketing and communications strategy for the event, defining how the Tour is experienced across live environments and digital platforms.

As the UAE Tour continues to grow in scale and international visibility, the opportunity is to strengthen its identity and cultural relevance beyond the race itself.

The ambition is to create a clearer narrative for the event, connect with younger audiences, and position the Tour as both a world class race and a broader showcase for the UAE.

Working closely with the organisers, WePlay develops a unified storytelling platform connecting the seven Emirates with the seventh edition of the race.

That narrative runs across race infrastructure, city branding and digital content, while integrated production and real time publishing keep audiences engaged throughout the event.

Targeted media activation extends the Tour’s reach across regional and international sports audiences.

The 2026 UAE Tour delivers its strongest performance to date.

The campaign generates more than 56.5 million impressions and drives significant numbers of new followers year on year, with 18 to 24 year olds emerging as the most engaged audience.

Together, the work strengthens the UAE Tour’s position as both a leading race and a global cultural showcase for the UAE.