New start for UAE football

Client
UAE Pro League
Role
Brand Design
Market
UAE
Sector
Sport

Formed in 2007, the UAE Pro League gained independence from the UAEFA in 2019 to better serve the needs of its 14 member professional clubs and to elevate the sport to the highest levels. The UAE Pro League operates according to Asian Football Confederation (AFC) regulations. It is the rights owner of and responsible for the professional football competitions of UAE, managing and organising the Arabian Gulf League, Arabian Gulf League U21, Arabian Gulf Cup and Arabian Gulf Super Cup competitions.

Together, We Shine.

The UAE Pro League works to increase professionalism, in all its forms, helping UAE Football Cubs achieve their goals and to increase the Clubs and Competitions fan base across the UAE and internationally. Start Design developed the new brand proposition “Together, We Shine” and devised a new identity and design system. Instantly recognizable, the new football logo references Arabic geometry to reinforce not just football, but UAE football at the top of the game.

UAE Pro League Brand Launch 16 August 2019 at Burj Khalifa

"Following a comprehensive consultation period with our clubs, fans and stakeholders, we are thrilled to launch our new strategy and family of football brands. We believe that our new family of brands better meets all requirements, more truly reflecting the stature and quality of the competitions we manage in the UAE. Thanks to Start Design, they understood our needs and helped define the optimal way forward. We are all delighted with the outcome and the step it represents towards greater success for our football, here in the UAE."

CEO, UAE Pro League
Waleed Ebrahim Alhosani