Equiti has renewed and expanded its sponsorship of Abu Dhabi football club Al Wahda FC for the 2026/27 season, moving the broker’s logo from the sleeve to the front of the home, away and goalkeeper shirts.
New placement and broader exposure
The updated deal places Equiti’s branding alongside Abu Dhabi developer Lead Development on the front of each kit. The arrangement also includes pitch‑side LED advertising, stadium signage and visibility across the club’s digital and retail channels. The sponsor’s logo will appear exclusively on Al Wahda’s training kits for the first team.
Al Wahda’s recent performance adds context to the partnership. The club secured its fourth ADIB Cup title in the 2025/26 season and logged 70.1 million viewers across 760 hours of television coverage. Social media reach for the season tallied 194.5 million, according to the club’s report.
Equiti’s logo now fronts the shirts.
Scope of the agreement
The sponsorship covers several competitions, including the ADNOC Pro League, UAE President’s Cup, ADIB Cup, QAT–UAE Challenge Cup and the Pro League U23 tournament. Equiti will also benefit from branding on the club’s digital platforms and retail outlets, extending the brand’s presence beyond match days.
Related: Trading Platforms Compared for Best Results
Chantelle Johnson, chief marketing officer of Equiti Group, said the expanded agreement reflects the company’s ongoing involvement with the Abu Dhabi community. “This is a club with real history in Abu Dhabi. Expanding our role here is about showing up for that community,” she said.
The partnership began in 2024 when Equiti first appeared as a sleeve sponsor. A year later the broker added the naming rights to Dubai’s Youth Football League, signaling a growing commitment to football in the United Arab Emirates.
In addition to the shirt branding, Equiti will sponsor the club’s training kits for the first team, a move that gives the brand a more prominent visual cue during practice sessions that are often streamed online.
Al Wahda’s chairman of the board, Fares Maktoum Al Mazrouei, described the renewed deal as “an extension of a long and fruitful relationship.” The comment highlights the continuity of the sponsor‑club connection over the past three years.
Equiti’s involvement also extends to corporate events. The Equiti Challenge, a corporate tournament, will return for its third edition. The February 2026 edition featured eight institutional teams, including participants from Abu Dhabi Police, the Judicial Department and the Ministry of Justice.
Related: Suspected fifth column uncovered in government probe
For fans, the visible shift of the Equiti logo to the front of the shirts may make the sponsor more recognizable during broadcasts and in stadium photos. That visibility could translate into stronger brand recall among viewers who follow the club’s matches across multiple media platforms.
From a practical standpoint, the front‑of‑shirt placement means the sponsor’s name will be seen in every official match photograph, which often circulates on social media and news sites. This heightened exposure aligns with the club’s extensive social media reach, suggesting a potential boost for Equiti’s marketing metrics.
The deal also aligns with Equiti’s broader regional strategy, as the broker continues to expand its footprint in the Middle East. By tying its brand to a club that commands a sizable television audience and a strong social media following, Equiti positions itself to engage a diverse fan base that spans both local supporters and international viewers.
Overall, the renewed sponsorship reflects a deepening partnership that began with a modest sleeve logo and has grown into a prominent front‑of‑shirt presence, complemented by extensive stadium and digital branding.