Nirvana Holding Group, in partnership with 9 Yards Communications, announced the signing of an official sponsorship agreement with Emirati racer Alia Abdul Salam Fairouz, to be the official provider of tourism, travel, and media services for her local and international participation in Formula E powerboat races.

This step comes as part of the two companies’ commitment to supporting national talent and empowering Emirati women in various fields, particularly in the marine sports sector, and enhancing their presence in regional and international forums.

The agreement was signed in the presence of Omar Al Ali, CEO of Nirvana Holding, who emphasized that Alia Abdul Salam’s support embodies the group’s vision of actively contributing to the development of Emirati sports. He said, “We are proud to sponsor the first Emirati woman to participate in Formula E racing, and we believe in her great potential to represent the country on the global stage. This partnership reflects our ongoing commitment to supporting Emirati champions and creating inspiring success stories.”

Omar Sarayeddine, Executive Vice President of 9 Yards Communications, said: “We at 9 Yards Communications are proud to be part of this inspiring partnership that combines sports, ambition, and empowerment. Supporting Alia is an extension of our commitment to supporting national talent and highlighting Emirati success stories, especially in fields that require exceptional passion and determination. We believe that the media is a key partner in highlighting these achievements, and we will leverage our expertise to ensure that this Emirati champion’s message reaches the world.”

An important step

Alia Abdulsalam is the first Emirati woman to compete in Formula 4 offshore racing, and her upcoming participation represents a significant step towards achieving new milestones for Emirati women’s sports.

Alia is scheduled to begin her international participation in the 2025 racing season with the Norway International Tour on August 15, followed by participation in the Formula 4 World Powerboat Championship in Italy on September 16, which is considered one of the most prominent competitive events of the season.

Alia Abdel Salam Fayrouz expressed her pride in this partnership, saying, “I thank Nirvana Holding and 9 Yards Communications for this tremendous support, which gives me and my team a strong morale boost as we continue our journey toward achieving titles. Our goal is clear: to compete for advanced positions in all tournaments and represent the UAE honorably in international forums.”

This partnership will provide all aspects of logistical support to the contestant and her team, including transportation, accommodation, and administrative and media coordination.

This agreement embodies a successful model of integration between the private sector and sports institutions, supporting Emirati talent, creating a new generation of champions, and consolidating the country’s presence on the global marine sports map.