(Dubai, UAE – November 19, 2024) – The X League, the representative for American Football’s entry into women’s sports, today announces a multiyear partnership with DUNE | 23, an award-winning Middle Eastern-based Sport & Entertainment agency. This collaboration aims to introduce American Football to the region, capitalizing on its rapid rise as a global sports hub.
Led by Managing Partners Jamie Hosie and Lloyd McMillan, DUNE | 23 has built a reputation through high profile clients such as the DP World Tour, SailGP, Mubadala Abu Dhabi Open, Emirates Dubai 7s, and will now extend that expertise to bring American Football to the region.
Key aspects of the partnership include:
- A new regional Headquarters for X League operations throughout the Middle East.
- Development of commercial partnerships, media rights, and digital and social strategies to amplify the league’s presence.
- Hosting exhibition and championship matches to engage new audiences and attract regional sports fans.
- Collaboration with sports tourism leadership and investment from prominent family offices and sovereign funds to secure long-term sustainability and growth.
This partnership gives both the X League and DUNE | 23 a first-mover advantage, introducing American Football to the region.
Jamie Hosie said, “The Middle East has become a prominent global destination for major sports with American Football one of the few yet to establish and presence in the market Through our partnership with the X League, we aim to demonstrate the growing appetite for the sport while championing women’s involvement and empowerment.”
Lloyd McMillan added: “We are hugely excited to be playing a prominent role in American Football’s introduction to the Middle East through our partnership with X League. Working in tandem with a fast-growing American football brand in X League marks an exciting new chapter for DUNE | 23, as we look to create opportunities which will resonate with the sport’s Middle East fanbase.”
Mitchell Mortaza, Executive Advisor, X League, said “Momentum in sport has grown tremendously in the Middle East, the region has become a focus for sports franchises to grow audiences and commercial reach. The X League alongside DUNE | 23 will develop a strategy that will be led by introducing our game to the region via extensive media partnerships and LIVE matches supported by strategic corporate and municipalities partnerships who realize the potential for American Football in the region.”
The X League and DUNE | 23 are committed to creating a legacy in the region by providing new avenues for sports engagement, tourism, and entertainment. The partnership signifies not only the introduction of American Football to the Middle East but also highlights the X League’s mission to elevate women’s sports on a global scale.