Community
through football
New strategy points to a brighter future
Challenge
The UAE Pro League needed a clear development strategy for the next decade.
Solution
Through detailed analysis and extensive stakeholder interviews and workshops, we developed a deep and detailed understanding of the unique challenges and opportunities facing UAE football – such as low attendees (a challenge) and competition reform (an opportunity).
This enabled us to shape a strategy for 2030, including defining the league’s vision, mission and values, long-term objectives and the strategic pillars that support them.
Impact
The new strategy was approved in 2021 and was well received by club stakeholders, the media and within the league organisation. Projects related to delivery of the strategic pillars started immediately following our advisory work.
“Twenty First Group added real structure and impetus to the strategic process, as well as helping to inform the discussions with their world-class analysis. Together, we managed to create a strategy that really captures the ambition and strength of UAE football.”
