UAE Football Association launches new brand identity

The United Arab Emirates Football Association (UAEFA) today launched its new media brand identity during the draw ceremony for the Round of 16 of the UAE President’s Cup.

The UAEFA said that the media identity has been developed to promote sportsmanship: “With unity and determination we thrive as a nation”, by strengthening our defences and uniting the fans, our team becomes unbeatable with our 12th player,’ according to UAEFA’s official X account.

The UAEFA added in a statement that the new identity paves the way for a new journey towards hopes and ambitions that meet the high aspirations of the UAE leadership and people.

Drawing inspiration from the Qasr Al Hosn Fort, the new logo embodies the UAEFA’s values of resilience, courage, and strategic planning. The sturdy fortress represents an impenetrable barrier, symbolising the national team’s unwavering defence and commitment to success. Wrapped in the colours of the UAE flag, the logo signifies a deep sense of national pride and belonging, reflecting the unwavering support of the fans, who represent the heart and soul of the game.