The Middle East is witnessing a surge in strategic partnerships across various sectors, underscoring its commitment to economic diversification, technological advancement, and sustainable development.
For instance, DHA and DET have signed a Memorandum of Understanding (MoU) aimed at enhancing Dubai’s position in the global medical tourism market, which saw significant growth in 2023, with 691,478 medical tourists generating AED 1.034 billion in direct healthcare spending. This partnership seeks to attract investments, international hospitals, and specialised medical centres to Dubai and host medical conferences, build global partnerships, and promote knowledge exchange in healthcare.
Similarly, Saudi Arabia is actively pursuing partnerships to diversify beyond oil, concentrating on technology, tourism, and sustainable development, while Gitex fosters multiple agreements and partnerships in the region each year.
Businesses are not lagging in this regard either. In 2025, the Middle East will remain fertile ground for innovative and strategic collaborations. Here are three essential steps for creating partnerships that deliver brand and consumer value.
Align values and objectives
Alignment in goals, values, and ethics forms the foundation of any successful partnership. A recent study by Vantage Partners revealed that 57 per cent of alliances fail to achieve their objectives. The research also highlighted that execution challenges remain among the most significant issues in failed alliances. This again underscores why strategic partnerships must provide mutual benefits and deliver tangible value to consumers.
Being selective is crucial — collaborating with a high-profile brand that doesn’t share your values will likely backfire. Inconsistent messaging confuses consumers and dilutes brand identities, creating dissonance in brand image. This is the first thing you want to avoid when seeking collaborative efforts. So, how do you align values and objectives appropriately?
Consider the partnership between global company Bioniq and Al Borg Diagnostics from Saudi Arabia. Both companies share a mission to enhance preventative healthcare and make health actionable and accessible. Al Borg’s diagnostic experience enabled Bioniq to offer members solutions, from blood testing to addressing vitamin deficiencies. The partnership facilitated expansion into Saudi Arabia, demonstrating the importance of timing and synergy in forging valuable alliances.
The key takeaway is that successful partnerships rest on shared values, complementary strengths, and mutual benefits. When companies align their objectives and expertise, they create greater customer value and achieve strategic goals more effectively than they could alone.
Strategic partnerships can foster customer community
A core purpose of partnerships is uniting target audiences into a cohesive community rather than creating conflict between brand values. Mark Schaefer, in his book Belonging to the Brand, highlights that 66 per cent of brand community members express loyalty to the brand, while 27 per cent report that their sense of community belonging influences their business decisions. When brands complement each other, they can co-create a vibrant, engaged community benefiting all parties.
This approach aligns with companies that promote customer engagement and trust, thereby amplifying the impact of partnerships. The collaboration between FIX Dessert Chocolatier, renowned for its distinctive Dubai chocolate bars, and Deliveroo exemplifies this concept in the MENA region. Specifically, FIX selected Deliveroo as its exclusive distribution partner in Dubai, making it the sole platform for customers to purchase its products. The partnership has enabled FIX to manage its rapid growth, evolving from a home-based operation to a team of 10 in a rented kitchen.
In November 2024, FIX expanded its operations into Abu Dhabi through Deliveroo, further strengthening their partnership. Earlier this month, FIX and Deliveroo jointly organised a unique marketing event in Abu Dhabi, featuring the UAE’s first-ever edible billboard at Marina Mall. This allowed the local community to experience FIX in an extraordinary setting.
Long story short – brands with complementary strengths and shared values collaborate strategically, creating a powerful ecosystem that enhances customer value, fosters community engagement and drives mutual growth.
Drive growth through cross-promotion
Another crucial aspect of partnership is choosing partners who amplify your reach — and vice versa. This enhances visibility and creates revenue growth opportunities. A Salesforce study found that 72 per cent of consumers prefer engaging with brands through multiple channels, from email and social media to in-store experiences.
Cross-channel marketing helps businesses meet these preferences and boost customer satisfaction. When considering partnerships, focus on brand synergy potential. Look beyond immediate financial gains to opportunities to increase brand awareness and enhance consumer value through strategic cross-promotion. Work smarter, not harder!
By Banafsheh Salmani, Head of Global Product and Managing Director at Bioniq Middle East.
