As brand sponsorships continue to evolve, companies are increasingly turning to sports as an effective way to gain visibility, foster loyalty, and create cultural connections. Sports offers a unique combination of immediacy, loyalty, and spectacle, making it an appealing choice for companies that aim to develop stronger relationships with local audiences.
For CFI Financial Group (CFI), an online trading broker in the MENA region with over 25 years of experience, the decision to sponsor UFC 308 in Abu Dhabi was both strategic and symbolic.
“The partnership with UFC 308 was initiated through our collaboration with the Department of Culture and Tourism – Abu Dhabi (DCT),” said Hisham Mansour, Co-founder and Managing Director of CFI. He noted that Abu Dhabi has emerged as a “vibrant hub for world-class sports and entertainment,” and that CFI “is proud to support this growth.”
“For us, this sponsorship was about more than visibility; it’s about backing the community and celebrating the energy and dedication that make these events remarkable. We see our involvement as a commitment to sharing in the spirit of excellence, and we’re thrilled to be part of this exciting journey,” Mansour said.
Building a Middle Eastern sports portfolio
CFI’s investment in sports goes beyond just the UFC 308. The company has strategically developed a sponsorship portfolio that showcases its commitment to sports and its dedication to the growing interest in high-profile events in the Middle East.
This includes the Jordan Pro League, which has been renamed the “Jordan Pro League – CFI,” partnerships with the Lebanese Basketball Federation, and a global ambassadorship deal with Formula 1’s Lewis Hamilton.
“A major highlight is our recent partnership with seven-time Formula 1 World Champion Lewis Hamilton, our global brand ambassador, which brings a powerful connection to our audience in the region, underscoring resilience, excellence, and the drive to succeed,” said Mansour.
The trading broker has also partnered with international football clubs in an effort to bring global sports to the region.
“Our global partnership with AC Milan allows us to engage fans of one of the world’s most iconic football clubs, bringing the excitement of trading and sports to our clients and communities. All these alliances allow us to celebrate sportsmanship and community, creating moments that resonate deeply with our audience in the region,” said Mansour.
Championing visibility and engagement
CFI’s sponsorship strategy spans both digital and physical channels, inn an effort to allow the brand to maximise its reach and engage fans in various ways.
For instance, at UFC 308, CFI’s logo was prominently displayed on the octagon mat, ensuring visibility in the arena. To enhance engagement further, the company hosted a meet-and-greet event with UFC athletes Caio Borralho and Yair Rodriguez at its Abu Dhabi office, providing clients and team members with a unique experience.
“We aim for an omnichannel approach that maximises engagement and visibility, ensuring our brand is present across every touchpoint,” said Mansour.
To bridge the gap between physical and digital, CFI leveraged social media to extend its branding of the event to online channels. This included sharing behind-the-scenes content on its online platforms, exclusive insights into the event, and branded content that hoped to resonate with CFI’s broader community.
“This comprehensive mix of media coverage, branding, on-ground engagement, and digital amplification tells a cohesive brand story that connects with audiences both online and offline,” said Mansour.
Sports sponsorships and brand sentiment
Mansour admits that sponsorships make it slightly challenging to determine hard-metrics against set KPIs.
“It is still too early to share all the metrics results, however the audience sentiment on-site and online showed overwhelmingly positive reactions to the partnership,” he said. He further explained that social media engagements have shown enthusiastic support for CFI’s involvement, with fans appreciating the brand’s alignment with their interests.
He also said that to gauge the success from the sponsorship and branding initiatives of UFC 308, CFI has taken a more holistic approach, focusing on KPIs and long-term brand sentiment and recall.
“We’re looking at how the campaign has strengthened our brand’s connection to regional communities and made CFI memorable in the hearts and minds of our audience,” Mansour explained. As the company gathers more data, it aims to fine-tune its approach, informed by feedback from the DCT and other regional partners.
As CFI looks to the future, its sponsorship strategy aims to continue to emphasise community, authenticity, and a commitment to celebrating both sports and culture. For brands looking to make a meaningful impact, CFI’s approach offers a roadmap: sports sponsorships that go beyond branding and focus on building lasting connections with the communities they serve.
