Rebranding program for living life as the ultimate sport.

Broadening the Appeal of the City of Champions

Destination rebranding


Dubai Sports City (DSC) is a 50 million square-foot, mixed-use, master-planned development. Ten years after its launch, DSC was feeling the limitations of its initial brand strategy as it looked to introduce new products and highlight a growing number of sporting and non-sporting programs and services. While the initial strategy was successful in creating awareness for the development as a “sporting destination,” it fell short in attracting a larger customer base whose interests lay outside of sports.

To address this challenge, MBLM developed a rebranding program that leveraged the brand’s existing equities while expanding its value proposition to be more inclusive and relevant to a wider demographic. Centered around the concept of “Live life, the ultimate sport,” MBLM developed a robust branding platform, brand architecture framework, and updated identity and design system. Through a series of workshops and meetings, we also ensured that the full strategic intent and implementation implications were clearly embraced by senior management.


The rebrand is helping DSC to market its services, programs, and product offerings more effectively to a wider demographic. Additionally, the new brand narrative is allowing the destination to better leverage its original vision, its achievements to-date and its future aspirations to strengthen its position within Dubai’s hyper-competitive real estate market.


Transform Awards MENA
Silver, 2015: Best brand architecture solution

A red and white stationery set with a modern look.
A woman is using a laptop as part of a rebranding program.
A laptop featuring a variety of images as part of a rebranding program.
A woman is sprinting down the street in front of a billboard showcasing a rebranding program.
A rebranded spiral notebook with vibrant colors.
Dubai sports city logo redesign.
A rebranding program featuring a red background with a map.
A red and white rebranded Ford Explorer.

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