Alshaya Group
The company behind Aura, with 4 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
Sponsorship activation · 22 Jul 2026
A youth football league run under the Aura brand with the Kuwait Football Association since 2025, with televised rounds, a Best Player award after each round and a closing awards ceremony for the U20 players at Burj Alshaya. Alshaya uses it to put the loyalty brand in front of a Kuwaiti sports audience.
Launch · 17 Jun 2026 · Reported value AED 199
A UAE-only paid upgrade to the Aura loyalty programme, sold through the Aura app for a one-time AED 199 fee during a three-week sign-up window, giving 30 per cent off full-price items at more than 30 Alshaya brands including Starbucks, H&M, Shake Shack and Ulta Beauty, with double points at Primark.
Launch · 30 Sep 2024
Alshaya turned its own shopper data into an advertising product, launching an omnichannel retail media network wired to the Aura programme and its in-store screen estate, and partnered with Publicis-owned Epsilon in the UAE and Saudi Arabia for off-site programmatic reach.
Launch · 6 Oct 2022
The rollout of Aura, a single points programme spanning more than 70 of the international brands Alshaya franchises, into the UAE after Kuwait and Qatar. Alshaya pitched it as one wallet for H&M, Victoria's Secret, Shake Shack, Bath & Body Works and the rest, and said membership had passed one million at launch.
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