1-2-1: Romy Gai

Romy Gai, the man who helped orchestrate football's largest shirt sponsorship deal between Juventus and Tamoil, mulls over his first season as CEO of the UAE Football League (UFL)

Achievements so far

Only ten of the 42 nations have managed to up their game, UAE was one. In a few months, we've gone from being the 11th best league in Asia to the fifth. The aim is to be the region's best league by 2012 and in Asia's top three by 2014.

How are we doing it?

For the first time, we've sold five years' TV rights for Dhs300mn and have secured a five-year sponsorship deal with Etisalat worth Dhs250mn. With this, we've signed a marketing company to promote the local game and an agency to organise match days using a model used by UEFA for their Champions League fixtures.

Where the rest goes

The net revenue, after our first pro season, is at least Dhs110mn. It goes back into improving the quality of football via funding of the 12 clubs. Fifty per cent is shared equally, and the rest distributed on the basis of end-of-season standings.

Raise the gates

The days of free admission are over, but because it's more organised, fans don't mind paying. We had 31,000 attend the Etisalat Cup final and gate revenue was Dhs600,000.

Player policy

Under the rules, teams are only allowed three foreign signings. This aids the progression of home-grown talent and will trickle up to benefit the national team. There will be no Batistutas or Figos here. Clubs want young foreign talent.

Name: Romy Gai
Age: 46 Nationality: Italian
Claim to fame: Spent 14 years at Juventus and secured the club a Dhs1.3bn shirt sponsorship deal with Libyan petrol company Tamoil
Lives in: Dubai