Dubai United appoints LaLiga to support business development

Dubai United FC has signed a consultancy partnership with LaLiga covering marketing, branding, content, matchday experience, hospitality and fan engagement as the club adjusts to life in the UAE’s top division.The programme will be delivered through LaLiga’s Middle East and North Africa office, supported by specialists in Madrid. It aims to develop the club’s internal expertise and strengthen its operations following promotion to the UAE Pro League.LaLiga president Javier Tebas said: “The management model we have built together with our clubs is one of LaLiga’s greatest assets. Through our Club Office, we work every day with the 42 clubs across LaLiga EA Sports and LaLiga Hypermotion in areas such as commercial strategy, branding, content and fan experience. We are now bringing that expertise to Dubai United FC.“Their promotion to the UAE Pro League makes this the ideal moment to take this step, and our aim is to help the club develop its own capabilities so that it can compete and grow independently.”The agreement was unveiled at an event in Dubai attended by Tebas and Dubai United president Ilie Cebanu.Its focus extends across the club’s commercial activities and the experience offered to supporters and corporate guests. Branding and content work will sit alongside the development of hospitality, matchday operations and engagement with fans.LaLiga’s Club Office has undertaken more than 272 tailored consultancy projects, identifying clubs’ individual needs and developing responses to their commercial and organisational challenges. That approach will underpin its work with Dubai United, adapting the programme to the Emirati club’s priorities.Cebanu described the partnership as part of a longer-term effort to establish a sustainable organisation with a growing international profile.“Partnering with LaLiga represents an important milestone in Dubai United FC’s journey and our long-term vision for the future,” he said.“Following our promotion to the UAE Pro League, we are entering a new phase of growth, both on and off the pitch. This collaboration will allow us to benefit from LaLiga’s extensive expertise in club management, commercial development, branding, and fan engagement.“Our ambition is to build a strong, sustainable, and professionally managed football club that contributes to the continued development of UAE football and establishes a growing presence internationally.”The collaboration brings LaLiga’s experience supporting its Spanish member clubs into Dubai United’s preparations for operating at a higher level. The stated objective is to equip the club’s own staff with the capabilities to manage its development independently.