Mahir AbdulHamid Badri has taken it upon himself to help Emirati athletes reach the international stage.
After studying engineering at university and working in telecommunications, he now runs the sports management agency Sports2, which is pushing to find local brands to help open up opportunities for local athletes.
“Instead of an athlete going to a company and saying ‘I’m an athlete, you have to sponsor me’, we go to the brands and explain it as a business model. Instead of putting your money into newspapers or billboards, we want to take it to the next level.”
Good local branding and sponsorship is still in its infancy in the UAE, he says, and it’s even taking time for bigger companies to appreciate the benefits.
“The message we try to spread is: you won’t see your brand on something else that will shine like it will on a bike or on a car or on the chest of an athlete.”
There are some Emirati athletes who don’t compete full-time in their chosen sport because they don’t have the means to do so, Badri says, meaning that the country misses out on creating “athlete ambassadors”.
“Parents have no fear of their sons or daughters going into sports from an early age and becoming professional sportsmen or women. It’s possible for them to make a living from sport and we want to help this happen.”
One of his successful clients is the UAE motocross champion Mohammed Balooshi, who is sponsored by KTM-UAE. He became a full-time professional racer in 2002 and went on to compete in the Dakar Rally in 2012. He’s now managed by Sports2. “I love giving people a chance,” says Badri.
My favourite book
Usually it's the last book I read. Currently I'm reading The Next 100 Years by George Friedman, an interesting book trying to forecast what the future will look like.
Where do you go to relax?
I relax in places where I can be alone for a while, where I can think, re-evaluate and recharge. It can be the desert or travelling.
How do you keep fit?
Because of a shortage of time, I try to mix work with sport, so I walk as much as possible, park far away and use the stairs. I also run and cycle once a week.
My favourite place to travel
Granada in Spain. It symbolises the glory of an empire and it’s very close to my heart.
My favourite film
Jerry Maguire and Marigold. They symbolise what we're trying to do: stories of going from nowhere to somewhere.
My favourite brands
Brands that aim for people’s hearts rather than their wallets; a brand that sells emotions, inspirations and dreams, and leaves them with strong feelings even if the product is as simple as a pencil. A good example of that is Nike.
Name a good example of branding?
Emirates Airline and Red Bull. Their brands have become stronger and bigger than their products and services, up to a level that sometimes you forget what they are providing.
A businessperson you respect?
Elon Musk, the founder of SpaceX, Tesla Motors and PayPal.
My favourite spectator sport
Motorsports. Rally racing is much more interesting for me than Formula One. I like to see the exposure of the ground and the terrain. I also like cycling and archery.
My favourite athlete
There are many. It’s a combination of character, personality, number of hours they put into sport, plus achievements outside of the sport. Ayrton Senna [pictured], Michael Jordan, Joe Montana, Franz Beckenbauer and Nadia Comaneci.
• Follow Sports2 on Twitter at @sports2official
munderwood@thenational.ae
