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28 March 2024

Meydan tie up Longines as official timekeeper

Chairman and CEO of Meydan Group Saeed Humaid Al Tayer (left) and Chairwoman of the Board of Directors Swatch Group Ltd Nayla Hayek with the Dubai Sheema Classic trophy. (SUPPLIED)

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By Allaam Ousman

Two iconic brands sharing a passion for equestrian sports, Meydan and Swiss watchmaker Longines, announced a long-term strategic partnership in Dubai on Thursday.

Longines will be the official timekeeper for all equine events organised by Meydan, including the 17th running of the richest horse race in the world on March 31.

The Swiss giants will also sponsor the $5 million Dubai Sheema Classic Group One race during the Dubai World Cup to be held at Meydan.

The alliance between Meydan and Longines, however, goes beyond the mere sponsorship of an event. It is the cementing of a relationship which existed for the past five years with an eye on the future.

Chairman and CEO of Meydan Group Saeed Humaid Al Tayer described it as a “historic agreement with an international brand that has earned the tradition of both quality and elegance.”

“This is a partnership that will promote the further growth and development of Meydan racing, the Dubai World Cup and our related equestrian pursuits conducted through the Dubai Equestrian Club and the Emirates Equestrian Centre. The traditions of Meydan and Longines are recognised world-wide and this partnership will further promote our commitment in providing the highest level of quality in our pursuits,” he said.

Chairwoman of the Board of Directors Swatch Group Ltd Nayla Hayek termed it an “important partnership” which has great plans for the future.

An avid traveller who admitted to be enchanted by Dubai and the Meydan racecourse as she spoke at the press conference, Hayek acknowledged that their partnership with Meydan has given them a “big opportunity” to be partners of the Dubai World Cup. 

“It was not something decided very quickly and for a short term. It will be a long lasting partnership and we are very confident in the future,” she said.

“With Meydan, we have found a partner that upholds the same core values as Longines, namely elegance, tradition and performance. Longines can boast of 85 years of timekeeping experience in equestrian sports and it has established itself as an essential partner of these disciplines that combine precision and elegance,” added Hayek.

Expanding on the agreement between Meydan and Longines, Al Tayer said: “We have similar brand values, similar passion and also share similar world class qualities. We are not strangers to the relationship. It has evolved over the last five years since they are major contributors and partners for endurance races. We have opened a dialogue to engage in a long-term partnership for activities that will take place over 12 months rather than just a season.”

Asked whether this was part of their new marketing strategy worldwide, Hayek said: “It would be too easy to say this is a worldwide strategy to sponsor events. I have to insist that this is a partnership over the sponsoring of an event because really it is an alliance with partners which have same values as we have. It’s nice to have big events but the brand behind also should have the same values as we have. This is something very important because only sponsoring events is not what we are looking for. We wanted an alliance that has same values because then you can build on it.”

Longines has been responsible for official timekeeping at numerous international events spanning continents such as the CSIO Nations Cup, the Kentucky Derby, the Prix de Diane Longines, Royal Ascot, the Melbourne Cup carnival, the Longines Singapore Gold Cup and the Longines Lydia Tesio Race in Rome, among others. Longines has also hugely impacted the Middle East with their official involvement in the competitions organised by the Arab Equestrian League.

“The trophy (Dubai Sheema Classic) speaks for itself. The race (Dubai World Cup) speaks for itself. It is just one part of this partnership. The whole partnership is important for us. The most important thing is to grow in this partnership and to do lot of things together,” added Hayek.

Walter Von Känel, the President of Longines, commenting on this partnership said: “We are very honoured to join Meydan as Official Timekeeper of their sports events. Our long-term partnership comprises prestigious events such as Sheikh Mohammed bin Rashid Al Maktoum Endurance Cup, Dubai World Cup Carnival, Dubai World Cup and Dubai Show Jumping. We are looking forward to the great local and international exposure that this wide range of events will bring to Longines.”