Al Laith is riding high in 2021, after a string of successes that have culminated with winning the 2021 Emirates Dubai 7s festival contract until the year 2026. While many businesses have faltered during the pandemic, Al Laith, led by CG Tech group CEO Jason English, is proving how digital technology can be leveraged to win contracts and power the future of business.
Held at The Sevens Stadium in Dubai since 2008, the Emirates Dubai 7s consists of four competitions each year. Founded in 1970, it’s the longest-running sports event to take place in the Middle East, and brings together teams from countries including New Zealand, South Africa, England, Argentina, Kenya and the United States to compete. At the heart of the Emirates Dubai 7s is the HSBC World Rugby Sevens Series, due to take place on December 2-4, 2021.
In a recent press release, the Emirates Dubai 7s Tournament Director Tom Burwell stated, “We are excited to be in the position to deliver the Emirates Dubai 7s in the way that we have become accustomed to over the past 50 years. Meaning HSBC World Rugby Sevens Series, Invitational & Gulf Rugby, Cricket, Netball, live music and most importantly fans and plenty of them.” adding, “I want to thank the Crisis Committee and leadership of Dubai who have worked with us over the past months and approved our proposals to deliver the Emirates Dubai 7s with fans from all over the world in our famous grandstand and across the festival site.”
Ensuring the boutique event goes off without any hitches takes careful planning and sharp execution. Large, cleverly designed temporary structures are needed to ensure a seamless experience for all attendees and athletes. After 15 years with their previous contractor, event hosts have now turned to Al Laith for this year’s newly refreshed event.
"We wanted an uplift to the stadium so that there is an improved experience for event attendees, and turned to Al Laith to bring their design and finishing capabilities." said Tom Burwell
“It is a huge honour and privilege to be entrusted with an iconic event such as this,” says Jason English.
Since taking over as CEO of Al Laith in 2020, Jason English has spearheaded a transformation of the company, redefining goals, rolling out digital transformation and re-energising talent in a way that’s been monumental for the 26-year-old organisation. Al Laith is quickly gaining a reputation as a reliable digitally-driven construction partner for complex projects in the GCC.
"We have incredible people backed by a strong group, with an innovative mindset," said English.
The company’s forward-thinking approach to a traditional industry hasn’t gone unnoticed. In June 2021, Jason English was named the Construction Technology Leader of the Year at the Construction Technology Awards in Dubai and Al Laith was named The Best Supplier of the Year at the Middle East Event Awards earlier in 2021.
“It’s always nice to be recognised for the hard work we’re putting into this and the positive effect it’s having on the business and our incredible people, especially when we are placed in the same basket as three giants with a market cap of over $40B,” remarks Jason English.
At the start of a new project, Jason English and his team work with clients to solidify project goals and objectives, clearly defining expectations and values. Here, with the help of The Virtulab, Al Laith’s in-house technology skunkworks, visualised planning including virtual reality and engineering technologies are employed, ensuring the highest levels of preparation are achieved.
“I think what we’ve been able to prove is that we add value. While we might not always be the cheapest among our competitors, the value we bring to the table is key to our clients,” says English
As live events begin to launch after an almost two-year pause, companies like Al Laith and the disruptive technologies they harness are proving to be in high demand. With projects across the Middle East region, Jason English and his team provide a distinct example of what can be achieved when a traditional industry embraces digital transformation.
