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Ride alongside Alberto Contador - Feb 2013


Dates: February 17th 2013
Location: The Nadd Al Sheba Cycle PathDubai, UAE

 Promoseven Sports Marketing was employed by Saxo Bank to run this event entirely. We handled the marketing and PR as well as the entries and logistics for the event including branding, security, permissions, and registration.

The Nadd Al Sheba Cycle Path played host this morning to cycling enthusiasts and fans of world-renowned professional cyclist Alberto Contador as he tested out the newly constructed cycling facility in Dubai.

Contador, a giant of world cycling, is a member of one of the world’s leading cycling teams Saxo Bank-Tinkoff Bank, and one of only five riders to have won all three Grand tours of road cycling. Contador was visiting Dubai at the invitation of Saxo Bank, and in a show of support for the growing sport here in the UAE, he joined with 90 lucky cyclists who had won a competition to ride with him as he visited the cycling facility.

The competition winners were chosen through the cycling group Cycle Safe Dubai’s & Saxo Bank ME’s Facebook page. All winners today came face to face with Contador in one of three group rides based on their individual capabilities, as each rider experienced a few minutes of face time with the former champion.

Talking about Saxo Bank’s involvement, Jakob Thomsen, CEO, Saxo Bank (Dubai) Ltd said, “cycling has really taken off in the UAE in the last year and since we are so involved in the sport, we wanted to show our support in a way that the burgeoning local cycling community would truly enjoy.”

It came as no surprise that Saxo Bank; the leading Danish investment bank with a subsidiary office in Dubai since 2009; had invited Contador to the UAE. The bank has a long-standing association with sports and healthy living, sponsoring many initiatives around these areas. One of which is the co-sponsorship of Riis Cycling, the professional cycling team which rides as Team Saxo Bank-Tinkoff Bank. Compromised of exceptional athletes, the team has competed in some of cycling’s best known road races, including the iconic Tour de France.

Mr. Nasser Aman Al-Rahma, Director of Community & Special Sector Department at the Dubai Sports Council was delighted to have Contador here to ride amongst local cyclists.

“We embrace and welcome efforts from the local business community which creates awareness about cycling in Dubai. We are pleased that Saxo Bank has shown such strong support by inviting Alberto Contador here, as it reinforces our efforts at the Dubai Sports Council through our PULSE program to build and promote fitness and health in the community” said Mr. Nasser.

Following the cycling event in the morning, Contador attended a press conference held at Saxo Bank’s Dubai office located in Currency House, DIFC, alongside representatives from Saxo Bank, Cycle Safe Dubai and the Dubai Sports Council.

About Us

Based in Dubai, Promoseven Sports Marketing FZE is a privately owned company specializing in sports marketing. We have extensive experience in organizing, promoting and marketing international, regional and national sporting events throughout the Middle East and Asia.


Promoseven Sports Marketing
Office 454, 4th Floor – Wing B
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PO Box 11423, Dubai, UAE
Tel: +971 4 321 0008
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