Members of the UAE team for the 22nd Asian Athletics Championship with Harmeek Singh of Plan B Group. Image Credit: Supplied

Dubai: UAE Athletics Federation has signed up with Plan B, a Dubai-based events and communications company, as their official partner and chief strategist on the eve of the national team’s departure for the 22nd Asian Athletics Championship. The continental competition will be held at Bhubaneshwar, capital of eastern Indian state of Odisha from July 4-10.

The announcement of the partnership comes on the heels of Plan B securing a five-year contract with Dubai Women’s Run, an event where the group had officially undertaken and underwritten the event. The deal was signed between Harmeek Singh of Plan B Group and Saleh Mohammad Hassan, General Secretary of UAE Athletics Federation along with their president Ahmad Al Kamali.

“The UAE national team comprising of one female [Aliah Saeed] and six male participants, will take part in 11 competitions during the Asian Athletics Championship. This is an important leg of performance evaluation for our athletes and they require all the support and solidarity that the nation can provide,” Al Kamali said in a statement.

“The UAE is a young but ambitious player in the global athletic scene. Plan B’s strategic advisory skills, experience and knowledge of sports marketing will add an additional dimension to our journey,” concluded Al Kamali.

Singh, who accompanied the delegation, said: “This is an exciting time when private organisations are converging with government sectors to promote the UAE’s aspirations across various fields globally. Increasingly, national entities like the athletic federation are opting for specialist guidance to reap long-term benefits and impact across international platforms.”