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Dubai’s out-of-home advertising scene gets a boost as NextWhat Advertising lands ONEVASCO deal

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If you’ve ever wondered where brands go when they want to actually capture people’s attention, Dubai’s latest move in out-of-home (OOH) advertising might give you a clue. NextWhat Advertising has just scored the exclusive marketing rights for ONEVASCO, a high-traffic visa concierge hub near Wafi City, and it’s a smart play in a city where eyeballs are precious.

Here’s why it matters: ONEVASCO sees over 700,000 visitors a year, most of them expats, travellers, and families applying for visas to more than 40 destinations. That’s a captive audience spending 20 minutes to a few hours at the venue, way more time than you’d get on a roadside billboard. Longer dwell time means brands can really make an impression, says Mahesh Anchan, COO of ONEVASCO.

Why premium OOH is the new big thing

The UAE’s OOH market is evolving. Instead of just cluttering the streets with billboards, advertisers are chasing high-value, attention-rich spots, such as airports, visa centres, and other hubs where people are present, engaged, and receptive.

Digital OOH is also on the rise. The UAE’s market pulled in $82 million in 2024 and is projected to hit $127 million by 2030, growing steadily as brands prefer dynamic, high-resolution placements over traditional mass-reach formats.

Connecting with the right audience

According to Tanvir Shah, Founder & MD of NextWhat Advertising, ONEVASCO is more than a place to hang ads. Visitors are in a reflective, aspirational mindset, planning travel and thinking about experiences, perfect for luxury brands, travel, hospitality, banking, and high-end retail looking to connect with the right audience.

Since 2021, NextWhat has built a portfolio of over 40 premium locations across Dubai, from Business Bay and Sheikh Zayed Road to Dubai Canal and Dubai World Trade Centre. Their focus? High-impact, rare locations rather than sheer volume.

The bigger picture

With Dubai expecting over 20 million international visitors by the end of 2025, it’s no surprise that digital OOH is booming. Platforms like ONEVASCO offer brands exclusive, long-dwell-time environments, the kind of spaces that make every impression count.

In short: if brands want eyes on them in Dubai, premium, attention-rich OOH is where it’s at, and NextWhat just added one of the city’s most strategic spots to its roster.

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.

Announcements

A glittering evening as DP World ILT20 Season 5 is launched featuring legends Brett Lee and Shoaib Akhtar

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DP World International League Season 5 was officially launched at a dazzling event held in Dubai last evening. Cricketing icons Brett Lee and Shoaib Akhtar were among the star attractions at the event.

During the event, Chairman ILT20 Khalid Al Zarooni and ILT20 League Commissioner/ICC Director Associates/General Secretary ECB Mubashshir Usmani spoke in depth about the DP World ILT20’s massive rise in recent years, especially the tournament’s contribution to the growth and expansion of cricket in the Gulf region. Addressing the gathering, DP World ILT20 Chairman Khalid Al Zarooni said: “What began as a dream has grown into one of the world’s leading cricket leagues, bringing together top players and major franchises, while helping grow cricket in the UAE, the region and beyond.

“I would like to thank our stakeholders, franchise owners, commercial and strategic partners for their continued support, with a special acknowledgement to DP World and Zee Network, as well as our strategic cricket partners Kuwait Cricket, the Saudi Arabia Cricket Federation, the Afghanistan Cricket Board and Cricket Ireland. We are also delighted to welcome SPORTFIVE as a new commercial partner and look forward to another successful season.”

During the event, a special panel discussion hosted by former New Zealand international Simon Doull brought together senior representatives from cricket, sport, business and government to discuss the evolving landscape and future of the game both in the region and globally.

The panel featured Mubashshir Usmani, ILT20 League Commissioner, ICC Board Director and ECB General Secretary; Dr. Mohamed Abu Hamra, COO – Digital Technology, DP World GCC; Mr. Eisa Sharif, Director Sports Events, Dubai Sports Council; Mr. Mukund Galgali, Deputy CEO & CFO, ZEE Entertainment Enterprises; Mr. Venu Nair, President – Middle East & South Asia, SportFive; and Mr. Tushar Malhotra, Global Director Sales & Marketing, Bisleri.

Doull also hosted a panel discussion with Lee and Shoaib during the glittering launch event. The fast bowling legends spoke about the growing impact of the DP World ILT20 on UAE and regional cricket. The duo also reminisced about their playing days and shared memories in an era where they dominated the game through their blistering pace bowling.

The evening also featured a spell-binding performance by celebrity mentalist Karan Singh Magic. The league also revealed the new brand identity for Season 5.

Season 5 of the DP World ILT20 will be played in November-December this year at the UAE’s three iconic cricket venues – Zayed Cricket Stadium, Abu Dhabi, Dubai International Stadium and Sharjah Cricket Stadium. Desert Vipers will begin the tournament as defending champions. Past winners include Gulf Giants – Season 1, MI Emirates – Season 2 and Dubai Capitals – Season 3.

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CHAMPIONS UAE BULLS BECOME FIRST FOUNDING FRANCHISE FOR NEW ERA OF ABU DHABI T10

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Defending champions UAE Bulls have become the first founding franchise confirmed for the next era of the Abu Dhabi T10, reinforcing the team’s long-standing commitment to cricket’s fastest format.

The announcement is the first of several franchise confirmations to come as Abu Dhabi T10 prepares for its 2026 edition, which will run from November 7 – 20 at the iconic Zayed Cricket Stadium in the UAE capital.

The UAE Bulls, who have been part of the T10 journey since the competition’s inception in 2017, have been confirmed as a founding franchise following the Deloitte Invitation to Bid process and will compete under the tournament’s new 10-year licence model. And the defending champions are already building towards their title defence, guided by internationally renowned Head Coach Andy Flower, with T20 great Dwayne Bravo continuing his involvement as bowling coach and mentor.

The confirmation comes as Abu Dhabi T10 enters a significant new chapter under the ownership and management of Abu Dhabi Cricket & Sports Hub (ADCSH), supported by the Abu Dhabi Sports Council (ADSC) and under the patronage of His Excellency Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Tolerance and Coexistence and Chairman of the Emirates Cricket Board.

The new structure is providing the tournament with stronger governance, long-term stability, and a platform for sustainable growth, while building on the pace, entertainment and global appeal that are now synonymous with T10 cricket.

For the UAE Bulls, the announcement also strengthens a relationship with the competition stretching back to its formative years when the team originally competed as the Delhi Bulls. Having rebranded, the UAE Bulls reached the final in 2024 before going one better in 2025, producing a dominant performance in the final to secure its first Abu Dhabi T10 title.

UAE Bulls Owner Neelesh Bhatnagar said the decision to commit to the competition’s next chapter reflected both its belief in the T10 product and confidence in the tournament’s future under its new stewardship.

“We have believed in T10 cricket and its potential from the beginning, so we are extremely proud that the UAE Bulls will be the first founding franchise confirmed for this exciting new chapter,” said Bhatnagar.

“The new institutional backing and long-term structure provide a solid foundation from which Abu Dhabi T10 can continue to grow in value, stature, and international appeal. Winning the title in 2025 was an incredibly special moment for everyone associated with the UAE Bulls, but we now see that achievement as the beginning of another journey. We are excited about what lies ahead and determined to play our part in the competition’s continued success.”

UAE Bulls Head Coach Andy Flower said his connection with Abu Dhabi T10 and the UAE Bulls had continued to strengthen over the years. “I’ve thoroughly enjoyed every visit to Abu Dhabi for the ADT10 over the years, and my connection with the Bulls has grown stronger throughout that time, particularly with the support and commitment Neelesh has shown towards the team,” said Flower.

“We have some very special memories from last season, and we’re excited to return as defending champions and be part of the relaunched Abu Dhabi T10.”

Matt Boucher, CEO of Abu Dhabi Cricket & Sports Hub and Abu Dhabi T10, welcomed confirmation of the UAE Bulls’ participation under the new structure, describing their long-standing association with the competition as an important asset as Abu Dhabi T10 moves forward.

“The UAE Bulls understand both the qualities that make T10 such a compelling format and the opportunity that exists to take the competition to another level,” said Boucher. “As we enter the tournament’s next innings, we value partners who share our ambition to build sustainably for the long term. The UAE Bulls have demonstrated that commitment over many years, and their confirmation as our first founding franchise is a fitting way to begin this next chapter.

“Our positioning of ‘Same Energy. New Ethos.’ captures exactly what we are seeking to achieve. We want to retain the excitement, intensity, and entertainment that audiences associate with Abu Dhabi T10 while introducing a structure and approach capable of supporting its ambitions for the decade ahead.”

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Mike Fordham appointed International League T20’s Interim Chief Operating Officer

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The International League T20 Management has appointed Mike Fordham as Interim Chief Operating Officer. Fordham has been the league’s Head of Operations since the inception of the tournament – 2022.

Fordham has taken over the role with immediate effect and will spearhead the execution of DP World ILT20 Season 5, which will be played in November-December this year. In a career spanning two decades, Fordham has accumulated rich experience – specialising in sporting, governance and commercial set-up of new leagues, competitions and franchises.

Interim Chief Operating Officer DP World ILT20 Mike Fordham: “It is a real honour to have been given the task to spearhead the DP World ILT20 Season 5 execution. The DP World ILT20 has grown into one of the top T20 tournaments. The league is known for top-class cricketing action at three world-class venues.

“This year’s edition will be bigger and better. We are all excited about the upcoming DP World ILT20 Development Tournament – an incredible platform for young UAE players to make a claim for the main event later in the year. Some of the biggest T20 stars have signed up for the DP World ILT20 Player Auction which further exemplifies the league’s stature and reputation as a competition that attracts the very best in the business.”

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