Driving Business Through Sport Dubai Duty Free (DDF)



Over the past three decades, Dubai Duty Free (DDF) has become a highly recognised global brand that has shown considerable sales growth, consistently setting new retail milestones, when it recorded sales figures of US$1.8 billion last year. The operation, which is the single largest airport retailer in the world in terms of turnover, is expected to achieve sales of US$1.9 billion in 2014.

While the successful running of the shopfloor is a major focus for Dubai Duty Free, the operation is highly committed to promoting Dubai through a series of high level sporting events such as the Dubai Duty Free Tennis Championships, which is owned and organised by Dubai Duty Free and comprises a Premier 5 tournament played back-to-back with an ATP 500 tournament. The overall TV exposure generated for the two week tournament is independently valued at US$718 million, of that US$235.84 million can be attributed to the DDF brand, which is fantastic global exposure for our brand.

Held at the same venue as the tennis, the Dubai Duty Free Tennis Stadium, the second edition of Dubai Duty Free Darts Masters was another hit with both local audiences and international TV viewers. Featuring eight of the world’s leading players, the event was won for the second time by the world No. 1 and current DDF Darts Masters champion Michael van Gerwen.

Adding to DDF’s sponsorship portfolio this year has been the FIBA U17 World Championships, which saw Dubai Duty Free as one of the Event Sponsor and a sponsor of the UAE National Team. This event was a first for Dubai and for the UAE Basketball Association, who played host for this event which was held under the patronage of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Sports Council.

In addition, Dubai Duty Free regularly flies the red and yellow flag overseas in the UK for a two-day race meetings in April and September at the historical Newbury Racecourse and at the Ascot Racecourse for the Dubai Duty Free Shergar Cup in August. The operation is also the title sponsor of one of the biggest races in Europe, the Dubai Duty Free Irish Derby which offers a rich purse of Euro 1.25 million, which is held at the Curragh Racecourse in Ireland each June.

Other sports to benefit from Dubai Duty Free‘s support include Emirates Airlines Dubai Rugby 7s, Omega Dubai Desert Classic, Basketball, Showjumping, UIM Skydive Dubai XCAT World Powerboat Series and the industry-focused Dubai Duty Free Golf World Cup taking place after the MEADFA.

As Dubai Duty Free approaches its 31st anniversary on 20th December, which is sure to signal another sales milestone for the airport retailer, the operation is poised for another exciting chapter in its history.