- One of the longest partnerships in UAE sport, unbroken since 2009
- A new fleet of Volkswagen vehicles for the league, including the Touareg, Teramont, Amarok and Jetta
- Delivered as part of Volkswagen’s We Drive Football platform across the Middle East
Dubai, UAE: Volkswagen Al Nabooda Automobiles has handed over a fleet of vehicles to the UAE Pro League, reinforcing a partnership that has run without interruption since 2009. It ranks as one of the longest strategic partnerships in UAE sport between an automotive brand and a professional association football league, which reflects a commitment that has deepened as UAE football has grown.
Since 2009, Al Nabooda Automobiles has invested in the wider football ecosystem in the UAE. The brand has watched the domestic game mature into one of the region’s most ambitious sporting institutions and has chosen to grow alongside it. That continuity, sustained across every season, has become the defining feature of the partnership.
The league itself has become one of the region’s most followed competitions. Since the game turned professional in 2008, it has grown to 14 clubs competing across 182 matches each season.
The partnership carries weight across the game. It delivers reliable mobility behind a calendar that runs for most of the year, supports the officials who keep each season moving, and strengthens the institution that fans follow every week.
The partnership also sits within Volkswagen’s “We Drive Football” platform, the brand’s global commitment to the game. Across the Middle East, We Drive Football has supported football sponsorships and community initiatives that celebrate fan culture, grassroots tournaments and the unifying power of the sport. The work with the UAE Pro League is a clear expression of that commitment and another meaningful connection with the region’s football communities.
The handover brings together four of Volkswagen’s most versatile models, the Touareg, the Teramont, the Amarok and the Jetta. Together they span premium SUVs, a versatile pickup and a refined sedan, chosen for the everyday demands of running the league.
The fleet also showcases the breadth of the Volkswagen range offered by Al Nabooda Automobiles, from dynamic hatchbacks to versatile family SUVs, all built on a foundation of
German engineering, innovation and everyday practicality. For decades, the company has brought that range to drivers across Dubai and the Northern Emirates.
Mazen Al Nashar, General Manager at Volkswagen Al Nabooda Automobiles, said:
“Our relationship with the UAE Pro League began in 2009, and it has grown into one of the partnerships we value most. We have backed the sports and football ecosystem in this country as it has matured, season after season, into something the wider region now looks to. Volkswagen exists to move people. This means moving the game forward as we back the clubs, the communities and the young players who will carry UAE football into its next era. This fleet of vehicles is a real commitment to that future, and to a partnership we intend to keep building for years to come.”
Musab Al Marzooqi, CEO of the UAE Pro League, said: “We are proud to continue our partnership with Al Nabooda Automobiles, one of the UAE’s leading national companies. We highly value the strong relationship that unites us, which is built on a shared vision of excellence and a commitment to creating added value that serves the objectives of both organisations.”
He added: “The UAE Pro League remains committed to developing and strengthening strategic partnerships with national institutions, driven by our belief in the importance of collaboration in supporting the continued growth of UAE football. We look forward to building on our successful partnership with Al Nabooda Automobiles and working together to achieve further success, innovation, and sustainability.”
As the UAE’s football ecosystem continues to expand, the partnership places Volkswagen Al Nabooda at the centre of its next chapter.
About Al Nabooda Automobiles:
Founded in 1976, Al Nabooda Automobiles is one of the UAE’s leading automotive distributors, committed to delivering exceptional customer experiences through a diverse portfolio of world-renowned automotive brands. With a network of twelve state-of-the-art showrooms and service centres across Dubai, Sharjah and Fujairah, the company continues to uphold the highest standards of quality, innovation, and customer service.
Al Nabooda Automobiles is the official importer of Volkswagen vehicles in Dubai and the Northern Emirates and has established a strong reputation as the trusted distributor of Volkswagen, Audi and Porsche. Offering a comprehensive range of vehicles alongside dedicated aftersales support, the company is focused on providing customers with a seamless ownership experience at every stage of their journey.
Through its extensive presence across the UAE, Al Nabooda Automobiles ensures that the Volkswagen experience remains easily accessible to customers, supported by expert teams and a commitment to excellence.
About UAE Pro League:
The UAE Pro League was established in 2008 under the name the “UAE Football League.” It was then declared as a committee working under the UAE Football Association umbrella in 2011. The UAE Pro League’s current legal status was declared by the General Authority of Sports resolution in 2019, which recognized the UAE PL as a juristic person.
The 14 professional clubs are members of the UAE Pro League’s General Assembly and elect its board every four years. As the official organizer of the ADNOC Pro League, ADIB Cup, EMAAR Super Cup, and the Pro League U23, the UAE Pro League owns all the commercial, marketing, broadcasting, and digital rights of these competitions.
