Delia Sandu, Head of Marketing, Al Masaood AutomobilesIn Abu Dhabi, sports are more than games. They are a language of community and a bridge between people.
For Al Masaood Automobiles, the official dealer of Nissan, INFINITI and Renault in Abu Dhabi, Al Ain and Al Dhafra region, investing in sports is investing in the city we serve. This vision came alive this summer at Abu Dhabi. Summer Sports, the government-led initiative that turned ADNEC into an indoor arena where families could stay active despite the heat. As the Official Automotive Partner, our goal was not only to showcase cars but to embed our brand into this shared community moment.
We displayed Nissan models such as the Patrol, Patrol PRO-4X, and KICKS, vehicles that represent the estate and different segments of the wide audience the brand serves. In the heart of a sports environment, they became more than products; they became symbols of ambition and endurance.
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But sponsorship today needs to be holistic. Alongside the displays, we rolled out digital and social activations, amplifying the reach of our on-site presence and ensuring the campaign lived both inside and outside the venue. The mix of physical touchpoints and online storytelling created a 360-degree brand experience.
The engagement model was designed to go beyond visibility. We partnered with sports influencers who have credibility within Abu Dhabi’s fitness community, allowing us to reach audiences with authenticity and cultural relevance. In addition to influencer collaborations and athlete testimonials, we also ran interactive polls asking participants to vote for their favourite car model.
This two-way exchange brought us closer to our existing customers and opened conversations with potential new ones. Their content, combined with real-time audience interaction, generated conversations that extended organically across platforms, adding a layer of earned media to the campaign. This synergy between influencer advocacy, social amplification, and on-ground presence gave the sponsorship a multiplier effect.
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The outcome was both emotional and commercial. We reinforced our role as a community partner supporting wellness, while creating a clear retail hook through on-site test drives. This activation moved the campaign from awareness to conversion, turning event-goers into prospects and generating qualified leads in an environment that felt natural and community-driven.
Social coverage and influencer collaborations extended our visibility well beyond ADNEC, proving that integrated sponsorships can deliver both brand equity and sales outcomes.
For me, the lesson is clear. Sponsorships must evolve beyond logo placements and photo ops. When designed as holistic, multi-channel experiences, they become engines of community marketing — platforms where cultural relevance and commercial value intersect.
At Abu Dhabi Summer Sports, we were not just selling cars. We were building relationships, creating conversations that linked lifestyle, mobility, and trust. That is the future of marketing: partnerships that deliver emotional resonance and measurable results.
Because when brands step off the sidelines and play as part of the community, they don’t just win awareness — they win loyalty.
By Delia Sandu, Head of Marketing, Al Masaood Automobiles
