Jebel Ali Dragons are in for the long stretch in UAE club rugby

A new sponsorship deal means the top rugby union club side will be driven for more success in the years to come, writes Paul Radley.

Jebel Ali Dragons, in dark blue, will receive a boost next season. Mike Young / The National

DUBAI // Jebel Ali Dragons' pursuit of more silverware next season will be driven by sponsorship from a limousine company owned by a businessman in Kabul.

After years of near-misses, the Dragons became the leading side in West Asia when they won three major domestic trophies last season.

On the final day of the season, their supporters travelled to the Gulf Top Six final in Abu Dhabi in a bus borrowed from one of the players' companies, which is used for transporting workers during the week.

As a result of a new link-up with Star 1 Limo penned this summer, maybe next season they will swap the fun bus for a limo to reflect their new standing in the game here.

The agreement goes some way to explaining what value sponsors see in investing in an amateur sport, which has no obvious commercial return in the region.

In the same way that Porsche do not expect to sell 100 new cars via their sponsorship of Dubai Exiles, the limo company do not think their deal with Dragons will directly benefit their commercial operation.

The Afghanistan-based owner is trying to promote his company via sports sponsorship and realises there is a ready network of influential people involved in rugby here, even if the sport lacks any great level of exposure.

"Unless you are a major organisation that is going to want something back, what can an amateur team give a sponsor in return? Very little," said Ross Mills, the incoming head coach of the Dragons, who brokered the sponsorship agreement via his day job as a financial planner.

"I think anybody who sponsors a rugby club in Dubai, because of the way the game is set up at the moment, they are not going to get a great deal back.

"But there are a number of influential people involved in the rugby community. It is up to us to promote the fact to people at the club that they can get Dragons rates for Star 1 Limos."

The limousine sponsorship is the latest evidence of resourcefulness at the Dragons, who are unique among the UAE's leading clubs in that they have no junior section. As a result, they have less income coming in via membership subscriptions than many of their rivals.

They were the first of the Dubai teams to move away from The Sevens to find a new home of their own back in 2011.

Since finding their new home at Jebel Ali Centre of Excellence prompting the name change from Dubai Dragons to Jebel Ali the club have thrived, reviving the glory days of a decade ago.

"We took a brave step to step away from The Sevens and set up our own facility," said Oliver Reynolds, the club captain.

"They have been very accommodating. If they charged us what they did Joe Bloggs on the street, there's no doubt we wouldn't be able to afford it.

"It is a five-star facility where international football teams train and we are very lucky to be able to play there."

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