This article was originally published in the Brand Finance Football 50 Report.
Al Ain FC, the UAE's strongest football club brand, is at the forefront of redefining football and community engagement in the country and beyond. In a new spotlight interview, Rashed Abdulla, CEO of Al Ain Club Investment Company, highlights the key strengths, achievements, and ambitions of the Al Ain brand, and how the club is leveraging these to drive success both on and off the pitch.
Interview with Rashed Abdulla
CEO,
Al Ain Club Investment
Company
Key Strengths of the Al Ain Brand and Its Benefits to the Club and Business
• Leadership: One of our primary strengths is our strong and influential leadership. Their support and vision are instrumental in driving the club's ambitions forward.
• Unique Positioning: We are the only club in our city, allowing us to seamlessly integrate the government, private sector, and community with the club. Unlike cities like Abu Dhabi or Manchester, where multiple clubs compete for attention, Al Ain fosters a sense of unity and family within the city and the club.
• Fan Base and Achievements: Al Ain boasts the largest fan base in the country and has achieved the highest number of local and international titles. We have won the local championship 14 times and hold the strongest international credentials in the UAE. Al Ain is the only club in the country to have won the AFC Champions League twice, most recently in June. In 2018, we reached the final of the Club World Cup, gaining global exposure.
• Community Integration: Our strong brand facilitates integration across all aspects of the city, creating a common network where the government, private sector, and community collaborate for mutual benefits. This integration boosts the players' morale, making them proud to represent their country, which in turn helps the club achieve its goals both on and off the pitch, attracting fans, sponsors, and positive engagement.
Upcoming Ambitions for Al Ain Club
Following our second AFC Champions League victory, we have set our sights on global ambitions. Ten years ago, our goals were local; five years ago, they were regional. Now, we aim to excel on a global scale, particularly in the Club World Cup. Our aspirations go beyond the sky.
We also aim to sustain and strengthen the network effects we have observed, leveraging our community integration to attract loyal sponsors. This collaboration with leadership and the municipality helps improve club operations, including matchday management.
We are more than just a football club; we are a comprehensive sports organization representing a country. Our strategy encompasses administration, policy, collaboration with the private sector, and community involvement. Four years ago, we initiated programs to increase women's participation in football, constructing dedicated areas for women to enjoy matches in privacy. This has led to higher women & family attendance at matches.
Our special needs initiatives, such as enabling blind fans to experience games through a direct commentary connection, exemplify our commitment to being more than just a sports club. Our vision is to enhance our community's culture and be a leader in the country.
Attracting and Engaging Our Fanbase
In the face of intense competition for fans' attention, Al Ain maintains engagement through a variety of activities. During the COVID-19 pandemic, we pivoted to e-sports and gaming, being the only club in the country featured in such games. We also host events, seminars, and workshops to gather fan input, address issues, and continuously improve the club.
We are expanding our footprint with the construction of academies in each Emirate, working with government sectors to identify opportunities and operate these academies, thereby strengthening our brand.
New Initiatives and Investments
We are embracing new technologies to advance the club. Our ongoing project with a virtual reality museum and the use of AI for management dashboards and technical analysis for coaches and players highlight our commitment to innovation.
We collaborate with sponsors to optimize their exposure and impact. Acknowledging the competition from Qatar and Saudi, we are eager to collaborate and learn from them.
Our initiatives aim to set a benchmark for other clubs in the country. We conduct workshops to share our successes and knowledge, fostering national improvement through collaboration.
Al Ain's vision ends beyond football, focusing on community enhancement and engagement.
