e&
e& sponsors 2 properties, mostly motorsport, and has 3 campaigns on record. 2 confirmed in 2026.
4 of 7 rows confirmed on their sourceHow we check
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Sponsorships
Season by season, then every row newest first with what our check found on its source.
Partner · Event · 2026
Official Founding Partner. Listed under "OFFICIAL FOUNDING PARTNER" on the Abu Dhabi Grand Prix partner wall.
Official partner · Event · 2026
Listed under "OFFICIAL PARTNERS OF YAS MARINA CIRCUIT" on the circuit's All Partners page.
Partner · Event · 2025
Official Founding Partner. Listed under "OFFICIAL FOUNDING PARTNER" on the Abu Dhabi Grand Prix partner wall.
Partner · Event · 2024
Official Founding Partner. Listed under "OFFICIAL FOUNDING PARTNER" on the Abu Dhabi Grand Prix partner wall.
Campaigns
With the agency and talent where the trade press named them.
Rebrand · 21 Jun 2022
Four months after the group rebrand, the UAE telecoms operator itself became etisalat by e&, keeping the Etisalat name it had carried since 1976 while signalling the shift to a digital telco. Group CEO Hatem Dowidar and Etisalat UAE CEO Masood M. Sharif Mahmood fronted the announcement.
Digital/social · 2 Jun 2022
Etisalat UAE moved its always-on advertising from product-led banners to people-led dynamic creative, building 3,600 ad variants from six base assets in seven days with the platform Ad-lib and Google Signals. Creative swapped itself by audience: eLife shoppers, sports fans ahead of fixtures, live broadband speed comparisons by location, and film lovers.
Rebrand · 23 Feb 2022
Etisalat Group relaunched itself as e&, a technology group rather than a telco, splitting the business into four pillars: e& telecom, e& life, e& enterprise and e& capital. Sheikh Mansour bin Zayed announced the identity in Abu Dhabi with the group chairman and CEO present.
Marketing leadership
As reported in the trade press, with the date and the article.
Against telecom peers
Confirmed deals only. The full telecom leaderboard.
| Brand | Properties | 2026 deals | Campaigns | Main passion point | Latest |
|---|---|---|---|---|---|
| e& | 2 | 2 | 3 | Motorsport | 2026 |
| Airtel | 7 | 4 | 8 | Business, tech and industry | 18 Aug 2026 |
| Jio | 10 | 2 | 1 | Business, tech and industry | 2026 |
| STC | 6 | 3 | 3 | Football | 23 Feb 2026 |
| Ooredoo | 2 | 6 | 5 | Kabaddi, hockey, tennis and more | 26 Aug 2026 |
Where peers sponsor and e& doesn't
| Property | Peers on it |
|---|---|
| India Mobile Congress | Airtel, Jio |
| Singham Again | Airtel, Jio |
| Global Fintech Fest | Airtel |
| Goafest | Jio |
| LEAP | STC |
| Bengaluru Tech Summit | Airtel |
| Pushpa 2: The Rule | Airtel |
| Web Summit Qatar | Ooredoo |
Questions people ask
What does e& sponsor?
e& has 2 confirmed sponsorship properties on record, mostly in motorsport, including Abu Dhabi Grand Prix, Yas Marina Circuit season. The latest is dated 2026.
Know when e& signs something new
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