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Dubai ad agency turns billboard into a self-funded tribute of gratitude and love for the UAE

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As global markets navigate a landscape of uncertainty, the UAE continues to stand as a beacon of stability and resilience. While business leaders across the region have applauded the nation’s defence mechanisms and leadership, one Dubai-based advertising firm is moving beyond words and into action.

NextWhat Advertising has unveiled a massive, self-funded tribute billboard at the Dubai World Trade Centre Roundabout. In a move that breaks industry norms, the agency has bypassed commercial revenue to dedicate one of the city’s most premium outdoor spots to a message of solidarity and love for the UAE leadership.

The billboard, strategically located in the parking area facing the flow of traffic from Emirates Towers toward Zabeel Road and facing the iconic Sheikh Zayed Road, carries a heartfelt message honouring the strength, wisdom, and commitment to unity that defines the UAE’s path forward.

Gratitude for leadership

While Corporate Social Responsibility (CSR) campaigns are common, they are almost exclusively funded by clients. NextWhat is pioneering a different path: the billboard owner acting as the benefactor.

“Typically, we see clients using CSR funds for these types of messages. Among outdoor media players, we are amongst the first few to have done this entirely on our own,” says Tanvir Shah, Founder and Managing Director of NextWhat Advertising. 

“We’ve spent our own money and used our own premium space, no sponsorship, no clients, to show our genuine gratitude for the safety and leadership the UAE provides.”

From Mumbai to the world stage

The man behind the move, Tanvir Shah, is a first-generation entrepreneur with a legacy of Thinking Big. A graduate of Mumbai’s prestigious Sydenham College and a veteran of The Times of India, Shah launched his first venture in 1992. Today, his footprint spans India, Sri Lanka, and the UAE.

Under Shah’s leadership, NextWhat has become synonymous with unmissable brand experiences. By dedicating their state-of-the-art digital and large-format sites to a national cause, the company is demonstrating that in the UAE, the bond between the private sector and the state is built on more than just commerce; it is built on shared resilience.

United we stand as a family

Today, as business leaders and residents alike confront uncertainty, they do so not as guests in a foreign land, but as a united family standing in defence of the home that has embraced them. This bond has been forged through years of shared milestones and a collective belief that, regardless of origin, hearts can beat as one for the Emirates.

“The UAE has given us extraordinary opportunities and unwavering support. Just as it welcomed us during times of prosperity, we stand with it now in moments of challenge. We are not merely expatriates or guests; we are family. Irrespective of nationality, we have consciously chosen this country as our home, and we hold it close to our hearts. Our loyalty has only grown stronger through the trust and confidence shown by the nation’s leadership. This land has embraced us with dignity, and the least we can do is stand by it. At the end of the day, we are one,” concluded Shah.

Click on the link to see a video of the ad: https://www.instagram.com/reels/DWqPp7EjKCU

With over 35 years of experience in journalism, copywriting, and PR, Michael Gomes is a seasoned media professional deeply rooted in the UAE’s print and digital landscape.

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Flying-car trials planned in Ras Al Khaimah under new UAE-China agreement

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Flying cars could soon be tested in the deserts of Ras Al Khaimah, under a new agreement between the emirate and Chinese aircraft manufacturer Aridge.

The partnership also includes plans for a demonstration flight route connecting Ras Al Khaimah with Abu Dhabi, as authorities explore the potential of low-altitude air transport between the UAE’s emirates.

Signed on Friday under the oversight of the UAE’s General Civil Aviation Authority, the agreement will establish a regulatory sandbox in Ras Al Khaimah. Such sandboxes allow new technologies to be tested in controlled conditions while regulators develop safety requirements and operating procedures.

The trials will be conducted through the Ras Al Khaimah Transport Authority (RAKTA), with Aridge expected to assess its aircraft in desert environments and across a range of operational scenarios.

The programme will also examine how flying-car services could be integrated into existing transport systems, including flight planning, airspace coordination, ground operations, passenger handling and emergency procedures.

A possible Abu Dhabi–Ras Al Khaimah route

The proposed demonstration route between Abu Dhabi and Ras Al Khaimah is intended to explore what would be required for future inter-emirate air mobility services.

The two emirates are currently around a 90-minute drive apart. However, the planned flight would initially be a demonstration rather than a commercial passenger service. Any future operation would depend on the outcome of testing, regulatory approval and the development of supporting infrastructure.

Aridge’s involvement follows a demonstration of its modular flying car, known as the Land Aircraft Carrier, at a reception held at Emirates Palace in Abu Dhabi. The event was hosted by the Chinese Embassy and attended by Chinese Ambassador Zeng Jixin, along with UAE government officials and business representatives.

The company has described the agreement as a significant step in its regional expansion. It is also being presented as the first entry by a Chinese flying-car company into a national-level regulatory sandbox in the Middle East.

Ras Al Khaimah’s Ruler, Sheikh Saud bin Saqr Al Qasimi, said the partnership reflected the emirate’s efforts to use technology to support economic development and improve quality of life.

For now, the project remains focused on testing. But if the trials progress, the initiative could offer an early look at how flying cars might become part of the UAE’s future transport network.

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Yas Marina to stage first Abu Dhabi F1 Sprint as 2027 calendar expands

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The Abu Dhabi Grand Prix will host its first Formula 1 Sprint race in 2027, adding a new competitive element to the season finale at Yas Marina Circuit.

The announcement by organisers Ethara Live follows confirmation of the 2027 FIA Formula One World Championship calendar, which includes 24 Grands Prix across 22 countries and 10 Sprint events.

The Abu Dhabi Grand Prix is scheduled to take place from 9 to 12 December 2027, with Yas Marina Circuit set to host the final round of the season.

The Sprint will be held on Saturday over a distance of 100km. Unlike a traditional Grand Prix, it will not require a mandatory pit stop, and the winner will receive eight championship points.

Abu Dhabi is one of five venues selected to host a Sprint for the first time in 2027, alongside Bahrain, Australia, Japan and Monaco. Sprint events will also return to Montréal, Silverstone, Monza, São Paulo and Lusail.

The expanded Sprint programme will bring the number of Sprint events in the season to 10, up from six. Formula 1 and the FIA said the increase reflects continued demand for the format.

The 2027 season will begin with pre-season testing in Bahrain from 24 to 27 February, followed by the opening race in the country and the Saudi Arabian Grand Prix. The championship will then travel to Australia, Japan, China, Miami and Canada.

Portugal is set to return to the calendar in June, while Türkiye will make its comeback in October, with its race scheduled between Azerbaijan and Singapore. The season will conclude with rounds in Austin, Mexico City, São Paulo, Las Vegas, Qatar and Abu Dhabi.

Mohammed Ben Sulayem, president of the FIA, said the calendar reflected Formula 1’s global appeal and continued growth, while combining established venues with returning destinations and an expanded Sprint programme.

The Abu Dhabi Sprint will give fans at Yas Marina an additional opportunity to see championship points contested before the season concludes on Sunday.

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Abu Dhabi T10 teams up with Dot Republic Media to strengthen global digital presence

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Abu Dhabi T10 has announced a strategic content partnership with DRM (Dot Republic Media), the world’s number one cricket digital network and one of YouTube’s largest multi-channel networks, with more than 600 channels and 190 million combined subscribers.

Across its sports ecosystem built on partnerships with leading cricket federations and broadcasters worldwide, DRM reaches over 20 million subscribers and delivered more than 10 billion impressions and 2 billion views in 2025 alone.

Under this partnership, DRM will deliver year-round content for Abu Dhabi T10 across its YouTube network, keeping the T10 product in front of fans well beyond the tournament window, growing viewership and audiences in key markets, and building deeper engagement with a new generation of cricket fans.

For Abu Dhabi T10 2026, which will run November 7-20 at the UAE capital’s iconic Zayed Cricket Stadium the partnership means ‘Cricket’s Fastest Format’® is now programmed on YouTube 365 days a year, not only across the thirteen days of the tournament. A team of dedicated content experts will deliver player features, on-field highlights and re-lives drawn from archival seasons, distributed simultaneously across the network’s channels, and targeted at cricket’s largest digital markets.

It is a deliberate move from a traditional distribution model to a digital-first one. Rather than reaching supporters only through intermediaries, Abu Dhabi T10 will hold a direct line to its audience, every week of the year, on the platform where cricket’s next generation already watches the game.

Matt Boucher, CEO of the tournament’s owners Abu Dhabi Cricket & Sports Hub (ADCSH) and Abu Dhabi T10, said the expanded distribution strategy was another key piece of the wider platform now being built around the tournament.

“Global reach is fundamental to the ambition we have for Abu Dhabi T10, and our partnership with DRM gives us the digital connectivity needed to engage the next generation of cricket fans,” explained Boucher.

“Piece by piece, we are building a compelling new platform for the tournament – one that creates greater international visibility, stronger commercial opportunities, and a powerful showcase for Abu Dhabi as a global destination for sport, entertainment and investment.”

Muhammad Adnan Butt, CEO, DRM commented: “We are pleased to align with a tournament that understands where content consumption is going. Abu Dhabi T10 is an innovative format, built for the way audiences watch sport today, and that shared view is what makes this partnership work. We look forward to putting the Abu Dhabi T10 in front of our creators and our sports audience every month of the year.”

Imran Khan, CEO, Apex Sports Consulting which co-ordinated the partnership added: “We are thrilled to bring this collaboration with two partners who have done so much for the growth of the game. Digital-first is the future of the sport, and there is no better way to access that than through this platform. Apex is building this distribution model across cricket, and this is what digital-first looks like in practice.”

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