Dubai As the UAE continues to embrace long-distance running in a major way, Physique TV and the Dubai Desert Road Run (DDRR) have joined forces to promote and raise awareness of the sport through a strategic partnership.
Through the alliance Physique TV, the region’s first and only 24 hour HD television channel dedicated to fitness, healthy living, nutrition and action sport, will provide live broadcasts of all events conducted by DDRR.
Highlighting the significance of the agreement Hamid Dizji, CEO of Physique TV said: “Physique TV programs cater to the health-conscious community and to those who are planning to live an active and healthy lifestyle.
“Through our partnership with key organizations like Dubai Desert Road Run, we widen our scope in strengthening our commitment to spread information towards healthy living.”
The agreement was signed recently at the Burj Khalifa and the scope of the partnership includes all DDRR events which take place between now and December 2015. Dizji, who drives Physique TV with a rare passion, believes that the partnership enables both organizations to engage with the community taking part in road races and entertainment runs.
Dean O’Grady, Founding Partner & Co-Chief Executive of Onside Partners shares Dizji’s viewpoint and added : “The Dubai Desert Road Run is delighted to partner with Physique TV. The partnership is a natural one, as both share common goals of community participation, a dedication to raising awareness of the importance of physical activity, and sharing the fun and excitement of local sporting events in the UAE.
“For the participants of the Dubai Desert Road Run, the opportunity of appearing on television whilst competing in a sporting event is one which I’m sure that they will both cherish and relish.”
Organised by Onside Partners, the DDRR is a sporting event for the UAE community. First held in February 2012, it has developed into one of the UAE’s important sporting events that has seen participation from amateur runners to some of the most accomplished athletes in the Emirate.
DDRR consists of 10km race for adults and children who are 14 years of age and over, plus a 3km run which is both a Junior and Adult Race. DDRR held its first event earlier in February at The Sevens Stadium, Dubai.
A boutique full-service consultancy firm involved in various aspects of sports and media Onside Partners have helped develop the Dubai Amateur Football League which later became the largest football league in the Middle East, having over 50 teams with 1000 players.
The company has also collaborated with Emirates airlines in the past to produce the 2010 Dubai Football 7s, the largest football participation event ever to be held in the MENA region.
Physique TV broadcasts on multiple platforms including Arabsat via My-HD platform, IPTV distribution through du and elife in the UAE, Intigral in Saudi Arabia, and Ooredoo in Qatar. The channel also offers live streaming at www.physique-tv.com/en/watch/.
For more details on Physique TV, visit www.physique-tv.com and log on to www.dubairunning.com for more information on Dubai Desert Road Run.
