Sports travel agency transforms experiences for fans in the region

Sports travel agency transforms experiences for fans in the region
ES Sport Group Managing Director Allan Holt (left) and Group Financial Director Paul McSorley welcome Sheikh Mohamed bin Saif Al Nahyan as the company's new chairman (Supplied)
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Updated 30 March 2025
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Sports travel agency transforms experiences for fans in the region

Sports travel agency transforms experiences for fans in the region
  • UAE-based business ES Sport is committed to offering best inbound and outbound packages for local and global events

Dubai: When the Dubai World Cup takes place on April 6 at Meydan Racecourse, a fair few of the attendees will have Allan Holt to thank for their experience.

The 58-year-old Englishman has spent the past 34 years in the travel industry, and the past two decades connecting sports fans with events in the UAE and around the globe through his travel agency, recently rebranded as ES Sport. With offices in Dubai and Abu Dhabi, his business has taken major strides in the sports tourism industry in recent times.

Recently, ES Sport expanded its executive team, which includes group managing director Holt and group financial director Paul McSorley, by welcoming new chairman Sheikh Mohamed bin Saif Al-Nahyan to lead the agency in a new strategic direction, leveraging his Emirati perspective and a deeper understanding of the Abu Dhabi market.

Holt has come a long way since he cut his teeth in the travel industry in his native UK before moving to the UAE, where he initially set up a travel agency that would eventually become Expat Sport, focused on sports tourism.

“When I moved to the region 18 years ago, I continued that business, which is travel and tourism,” Holt told Arab News. “But we always had a strong focus on sport because I’m passionate about it.”

As the digital age transformed the travel industry, Holt realized the need for differentiation in a market increasingly dominated by online bookings.

“We were looking for something unique that could add value,” he said. “So when I moved to the UAE, I continued the business here. I saw an opportunity because the service levels at that point weren’t at the standard of what our business provided in the UK.”

This gap in service quality motivated him to create a travel agency that catered to the needs of British expats living in the UAE, ensuring they received the same level of service and trust they were accustomed to in the UK.

With time, Holt recognized the increasing demand for sporting events. “We started doing more and more sport as we realized the opportunities available here were far greater than in the UK, which was saturated.”

Holt said that sport has always been in his DNA.

“So we always had a strong focus on sport,” he said “Even in 2009, we did a tour to South Africa for the (British & Irish Lions) Science Alliance tour. And on that trip, we met some huge corporates, CEOs, because they’re all passionate (about sports).”

His agency began organizing tours for high-profile events, including, after specific requests, the Hong Kong Sevens and the Abu Dhabi Grand Prix, which led to a shift in focus from general travel to sports tourism.

As the agency evolved and business grew, Holt made a pivotal decision to rebrand.

“We said this is what we love doing, this is where we can really make a difference,” Holt said. “We’re not going to be a travel business that does a bit of sport, we’re going to be a sports business.

“We wanted to make sure we were identified as a sports business, not just a travel agency that does a bit of sport,” he said. “Our name should reflect that. That’s when we changed our name to Expat Sport.”

Holt said the company has since gone from strength to strength, growing globally and developing an international network of tour operators and clients.

With the rebranding came new opportunities. The agency became the exclusive hospitality agency in the UAE for the FIFA World Cup.

“So we’re moving on now from only selling other people’s events to having something that we either add exclusivity to, or we provide a meet and greet or some other added value,” Holt said.

With the expansion to more and more inbound offering to the UAE, Holt said it made no sense to stick to an agency name that targeted a specific audience only.

“Expat Sport doesn’t really mean anything to (inbound clients),” he said. “When we were mainly focused on outbound from here, taking people outbound, then that made sense.”

The eventual change to ES Sport, which stands for “Experiences and Sponsorship Within Sport,” was a milestone in the agency’s journey. “This name reflects our commitment to creating unique experiences and engaging with sponsorships.”

When discussing the most popular events that draw international visitors, Holt highlighted the Abu Dhabi Grand Prix. “It consistently attracts a significant percentage of international attendees,” he said, adding that recent events such as EuroLeague basketball and the UFC have also gained traction with international visitors in recent years, strengthening the UAE’s status as a sporting hub in the region, and globally.

 Holt also emphasized the importance of collaboration with local authorities and sports organizations. “Working closely with rights holders and tourism boards allows us to create a cohesive strategy that benefits the region,” he said. Holt believes this collaborative approach not only enhances the visitor experience but also promotes the UAE as a premier sports destination. In that sense, working directly with Abu Dhabi Department of Culture and Tourism (DCT) to identify opportunities has given Holt’s agency an advantage over competitors.

“I’m astounded by how popular (EuroLeague) is,” he said. “So whoever goes out and gets these events on behalf of DCT have obviously done their homework, because we’ve done our research when we were looking at our numbers in terms of what we could provide in support of DCT, because of course they wanted us to bring people from the international market over to Abu Dhabi.

“Our focus is on bringing people from outside the region to experience these events and explore the rich culture of the UAE,” he said, adding that almost all of ES Sports’ general ticket sales come from international markets, with UAE offerings tending to be mostly for corporate clients.

Holt also pointed out the trend of visitors to extend their stays to enjoy several events. “People are increasingly looking to combine their trips — attending one event and then exploring others,” he explained. The idea of “twin center holidays” is gaining traction, where travellers can enjoy various sporting events while immersing themselves in local culture.

Holt’s vision for the future of his agency includes creating packages that cater to diverse interests, ensuring that fans can experience a range of events on a single trip.

“The idea is to provide multisport experiences that allow travellers to immerse themselves in the excitement of various events, all while enjoying the beauty of the UAE,” he said.

While in the past ES Sport has been primarily focused on bringing visitors to the UAE for events such as the Abu Dhabi Grand Prix and other international sports tournaments, Holt highlighted the potential for more outbound travel to events such as “Premier League football matches or Formula 1 races” and that his agency has long been involved in that as well.

“We’ve been doing outbound trips for 18 years,” he said, highlighting past successes such as taking thousands of fans to the FIFA World Cup in Qatar and organizing trips to major events such as Wimbledon and the ICC T20 World Cup in the US.

The agency has also established itself as an official partner for Manchester City, offering ticketing solutions and unique experiences that allow fans to engage with the team in ways that go beyond just watching a match. This includes exclusive training sessions and meet-and-greet opportunities with players.

While the recent partnership with the DCT in Abu Dhabi has shifted some of Holt’s focus back to inbound travel, he remains committed to developing outbound services.

“We’re careful about how we expand,” he said, indicating that while there is a desire to broaden their scope, the quality of service remains paramount. Holt’s strategy involves not just selling tickets but also creating comprehensive travel packages that include experiences and hospitality.

Looking ahead, Holt is enthusiastic about the potential for new events and sports to enter the regional market, highlighting Saudi Arabia’s hosting of the AFC Asian Cup 2026 and, down the line, the FIFA World Cup 2034.

Holt said that ES Sport is actively seeking to bring more international events to the UAE, including potential partnerships for Grand Prix races in Saudi Arabia and Singapore. He also emphasized the importance of tapping into Asian markets as sports tourism evolves, noting that the agency is already working with teams and fans from Japan and China, which will help to diversify the clientele that ES Sport serves.

Holt said his commitment to enhancing the sports travel experience through ES Sport is as strong as ever. As he navigates the complexities of expanding the agency’s services, he is poised to make a significant impact on sports tourism in the UAE and beyond.

 


UAE’s National MMA Championship 3 underway in Dubai

UAE’s National MMA Championship 3 underway in Dubai
Updated 11 sec ago
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UAE’s National MMA Championship 3 underway in Dubai

UAE’s National MMA Championship 3 underway in Dubai
  • Tournament for country’s rising talents taking place at Shabab Al-Ahli Club over 2 days

DUBAI: The UAE’s National MMA Championship 3, organized by the UAE’s Jiu-Jitsu and Mixed Martial Arts Federation, began on Saturday at Shabab Al-Ahli Club in Dubai in front of a large crowd, and featured young talent representing clubs and academies nationwide.

The opening day included bouts in the Youth D (10-11 years), Youth C (12-13) and Youth B (14-15) categories, while Sunday sees the tournament’s conclusion with competitions in Youth A (16-17) and Adult (18+) categories.

Mohamed Salem Al-Dhaheri, vice chairman of the UAE’s Jiu-Jitsu and Mixed Martial Arts Federation, said: “We are proud of the strong performances we saw today and the impressive participation of our sons and daughters, especially those who are just starting their journey.

“These categories are the foundation for the future of the sport and show that the federation’s efforts to develop talent are paying off.”

Al-Dhaheri added that the high level of public engagement, organization, and quality of the fights reflected the growing importance of the championship locally, and continued efforts to provide the ideal environment for developing a generation of athletes capable of succeeding.

Zakaria Bichi, coach of Primal Gym Abu Dhabi, said: “We’re taking part in this edition with seven athletes, and several of them have won gold medals thanks to strong preparation and serious commitment during training.

“This championship is a key milestone in their careers, especially when it comes to building confidence and gaining experience. We’ve seen how mixed martial arts in the country continues to grow every year. This is a result of the federation’s ongoing commitment to organising high-level events that help shape a new generation of champions.”

Suhair Almarzooqi, the mother of 14-year-old Hamad Alsaboori from ADMA Academy, said: “We’re proud to see our children take part in a tournament at this level as it helps them improve their athletic skills, build character, and boosts their confidence.

“Sports today are more than just physical activity: They are a powerful way to teach discipline, responsibility, and the importance of working towards goals.

“We’re grateful to the federation for organizing this championship, which gives our children the right environment to explore their potential and make the most of their free time in a way that benefits them and supports their future.”

Emirati Hamda Ali Khalfan Almutwa, of Shabab Al-Ahli Dubai, who won gold in her division at the event, said: “Since I began my career in martial arts I have dreamed of this moment. Winning the gold medal today makes me feel proud and gives me even more motivation to train and improve. Thank you to everyone who supported me. I hope to be a role model for all girls who dream of reaching the podium.”


Accident puts Saudi rally driver Yazeed Al Rajhi out of contention in Baja Jordan 2025

Accident puts Saudi rally driver Yazeed Al Rajhi out of contention in Baja Jordan 2025
Updated 13 April 2025
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Accident puts Saudi rally driver Yazeed Al Rajhi out of contention in Baja Jordan 2025

Accident puts Saudi rally driver Yazeed Al Rajhi out of contention in Baja Jordan 2025
  • Al Rajhi and co-driver Timo Gottschalk injured when their car hit an obstacle at speed

Jeddah: Saudi rally driver Yazeed Al Rajhi and his co-driver Timo Gottschalk’s participation in this week’s Baja Jordan 2025 ended after an accident during the second and final stage on Saturday.

Al-Rajhi had been in full control of the event for two days and was coasting to the finish to pick up his first win in Jordan when his Toyota hit an obstacle at speed.

The two drivers were flown from the crash site and taken for a medical examination — both were fully conscious and in stable condition.

Speaking from the hospital, Al-Rajhi shared details of the rescue after the accident, which forced him out of the race.

In a video, Al-Rajhi revealed that medical tests at a hospital in Jordan revealed that he fractured two vertebrae in his spine, while his co-driver fractured four vertebrae.

Al-Rajhi said that his private plane is waiting at Aqaba airport and will take him to Riyadh soon.

 


McIlroy leads Masters after electric start to third round

McIlroy leads Masters after electric start to third round
Updated 13 April 2025
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McIlroy leads Masters after electric start to third round

McIlroy leads Masters after electric start to third round
  • A glittering leaderboard has fans buzzing about the possibility of a classic finish on Sunday and many patrons are pulling for McIlroy to finally win the Green Jacket

AUGUSTA, Georgia: Rory McIlroy reached the midway point of the third round at the Masters on Saturday with a two-shot cushion over Bryson DeChambeau after a blistering start that saw him leapfrog overnight leader Justin Rose after just two holes.
Grand Slam-chasing McIlroy started birdie-eagle-birdie en route to becoming the first player to begin a round at the Masters with six consecutive threes on a partly cloudy day that offered pristine scoring conditions.
Rose started the day atop a star-studded leaderboard but by the time he made the turn, he was looking up at McIlroy and DeChambeau after going one-over through his first nine holes.
Popular American DeChambeau started hot with back-to-back birdies but a narrowly missed par putt on the third forced him to settle for the first of two bogeys he collected on the front nine.
A glittering leaderboard has fans buzzing about the possibility of a classic finish on Sunday and many patrons are pulling for McIlroy to finally win the Green Jacket and become only the sixth player to claim all four of the sport’s majors.
Augusta National has been the site of painful collapses for McIlroy and that gut-wrenching run threatened to repeat itself when he stumbled late in his opening round with two double bogeys.
But the Northern Irishman bounced back admirably on Friday with a thrilling round of 66 to climb back into contention and that momentum appears to have carried over into Saturday’s round.
A heavyweight battle between McIlroy and defending champion Scottie Scheffler could still materialize after the world number one went even through his first nine on Saturday to sit four-back of McIlroy.


Bayern fail to make most of Leverkusen slip with Dortmund draw

Bayern fail to make most of Leverkusen slip with Dortmund draw
Updated 13 April 2025
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Bayern fail to make most of Leverkusen slip with Dortmund draw

Bayern fail to make most of Leverkusen slip with Dortmund draw
  • Dortmund took the lead through Maximilian Beier in the 48th minute but Bayern hit back with two goals in four minutes, before Waldemar Anton equalized for the visitors with 15 minutes remaining

LEVERKUSEN, Germany: Bundesliga leaders Bayern Munich were held to a 2-2 home draw with Borussia Dortmund on Saturday, failing to take advantage of Bayer Leverkusen’s slip-up earlier in the day.
After defending champions Leverkusen were held to a 0-0 draw at home to Union Berlin, Bayern knew a win would have moved them eight points clear with five games to play.
Dortmund took the lead through Maximilian Beier in the 48th minute but Bayern hit back with two goals in four minutes, before Waldemar Anton equalized for the visitors with 15 minutes remaining.
“We’ve moved a step closer to the championship and we’ve shown we can create plenty of opportunities,” said Bayern veteran Thomas Mueller, who will leave the club after 25 years at the end of the season.
“That should help us in the Champions League on Wednesday,” Mueller added of next week’s Champions League quarter-final second leg at Inter Milan, with Bayern facing a 2-1 first-leg deficit,
“(We need) to be more clinical,” said Harry Kane. “We’ll have opportunities, it’s about taking them in the right moments.”
Usually the standout fixture on the German football calendar, the buzz around the match was comparatively muted.
The visitors, who trail Barcelona 4-0 in their Champions League quarter-final, arrived in Munich sitting nine spots and 27 points behind in the table.
Bayern, enduring an injury crisis, were camped out near Dortmund’s box for almost the entire first half.
Visiting goalkeeper Gregor Kobel needed to snuff out big chances for Kane and Michael Olize.
Seemingly on the ropes at half-time, Dortmund opened the scoring three minutes into the second period, Beier heading between Bayern goalkeeper Jonas Urbig’s legs to finish off a counter-attack.
With Dortmund in the ascendancy and probing for a second, Kompany brought on Serge Gnabry and the move worked a treat.
The former Arsenal winger created the equalizer for former Dortmund midfielder Raphael Guerreiro on 65 minutes and then scored a goal of his own four minutes later, slaloming through the visiting defense before hammering home.
Dortmund hit back to level again when Anton knocked in a rebound from a Serhou Guirassy shot.
Bayern remain six points ahead of Leverkusen and closing in on regaining the title.
Nursing an ongoing Achilles injury, Bayern center-back Kim Min-jae was substituted in the second half, leaving the Bavarians with just one fit central defender.
Despite welcoming back star midfielder Florian Wirtz from a foot injury, Xabi Alonso’s Leverkusen lacked fluency in attack, carving out few clear-cut opportunities against Union Berlin.
Wirtz came on after 57 minutes and despite giving his side an initial boost, was unable to break down Union’s defense.
Granit Xhaka had a free-kick from the edge of the box in stoppage time but blasted his shot well over the bar.
“We’re dropping too many points at home,” Leverkusen captain Hradecky said.
“Mathematically there’s a small chance (of defending the title), but the probability has decreased.”
The draw continues a poor April for last season’s unbeaten domestic double winners, who were eliminated from the German Cup semifinals by third-division Arminia Bielefeld.
The draw lifted Union to 34 points, 12 clear of the relegation play-off spot.
The Berliners have taken 11 points from an unbeaten five-game run against Leverkusen, Bayern, Eintracht Frankfurt, Freiburg and Wolfsburg.
Borussia Moenchengladbach’s hopes of returning to the Champions League took a hit with a 2-1 home loss to Freiburg.
Freiburg snatched all three points when Johan Manzambi scored a 90th-minute header, allowing the visitors to leapfrog their opponents into sixth.
Augsburg continued their strong 2025 with a 2-1 win at lowly Bochum, climbing past Dortmund into eighth. Augsburg have only lost one of their past 13 games.
Elsewhere, Hoffenheim took a step toward beating the drop with a 2-0 home win over Champions League hopefuls Mainz, with Andrej Kramaric scoring a brace.
St. Pauli also boosted their hopes of top-division football next season with a 2-1 win over fellow promoted side Holstein Kiel.


Ukraine and Spain qualify for Billie Jean King Cup Finals

Ukraine and Spain qualify for Billie Jean King Cup Finals
Updated 13 April 2025
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Ukraine and Spain qualify for Billie Jean King Cup Finals

Ukraine and Spain qualify for Billie Jean King Cup Finals

RADOM, Poland: Elina Svitolina sent Ukraine to the Billie Jean King Cup Finals for the first time with a 6-4, 6-2 win over Switzerland’s Jil Teichmann to level the countries’ qualifier 1-1 on Saturday.
It ensured Ukraine tops Group E to qualify for the tournament in Shenzhen in September. Switzerland needed a flawless record against Ukraine to progress. Ukraine went on to win 2-1.
Spain also secured its place in the finals after Jessica Bouzas Maneiro defeated Linda Noskova of the Czech Republic 6-4, 6-2 for an unassailable 2-0 lead in their meeting.
Bernarda Pera defeated Denmark’s Johanne Svendsen to give the United States a 2-0 lead in Group C. The US next faces host nation Slovakia on Sunday with the winner going through to the finals.
Japan’s Moyuka Uchijima saved two match points before beating Romania’s Anca Todoni 3-6, 7-6 (3), 6-2 to win their meeting in Group A. It set up a decider against Canada on Sunday to determine which team qualifies for the finals.