First Abu Dhabi Bank backs landmark Open Masters Games debut

First Abu Dhabi Bank has been named the Official Banking Partner for the first-ever Open Masters Games to be staged in the Middle East, a move that aligns a leading regional lender with an international sporting event built around lifelong participation, health and social connection.

The partnership brings First Abu Dhabi Bank into the inaugural Middle East edition of the Open Masters Games, which is designed for athletes aged 30 and above and welcomes competitors of varying abilities. Organisers say the agreement strengthens financial and operational readiness as the event prepares to make its regional debut, while giving the bank a high-visibility platform linked to wellness and community engagement.

Officials familiar with the arrangements said the Games will feature a broad programme of sports, mirroring the inclusive format seen in previous editions held in Europe, Asia-Pacific and the Americas. Participants typically range from recreational competitors to former elite athletes, with the emphasis placed on participation rather than podium finishes. That positioning has helped the Open Masters Games movement expand globally as populations age and governments place greater focus on preventive health.

For the bank, the tie-up reflects a strategic push to support initiatives that combine social impact with international reach. FAB executives have framed the partnership as an extension of the group’s broader commitments to sustainability, community well-being and active lifestyles, areas that increasingly feature in corporate strategies across the Gulf’s financial sector. Banks in the region have stepped up sponsorship of endurance sports, community runs and mass-participation events as part of efforts to engage customers beyond traditional financial services.

The Open Masters Games organisation, which oversees host city selection and event standards, has highlighted the Middle East edition as a milestone in its expansion strategy. The region has invested heavily in sports infrastructure over the past decade, hosting global competitions across football, motorsport, combat sports and athletics. Masters-level events add a different dimension by targeting older age groups and focusing on participation and social interaction, rather than elite performance alone.

Local organising officials say preparations include coordination with sports federations, municipal authorities and health bodies to ensure venues, medical support and volunteer programmes meet international requirements. The involvement of a major banking partner is expected to assist with payment systems, participant services and financial management, areas that are critical for multi-sport events attracting thousands of competitors and accompanying family members.

Within the wider sports economy, masters games have gained traction as tourism drivers. Athletes often travel with partners and friends, extending stays and contributing to hospitality, transport and retail spending. Analysts note that the demographic typically has higher discretionary income and places value on experiences linked to health and travel. For host destinations, this offers a complementary audience to youth and elite sports events.

The Middle East Games are also positioned to support public policy goals around active ageing. Health authorities across the region have promoted regular physical activity as a way to reduce the burden of non-communicable diseases and support mental well-being. By providing a structured, celebratory platform for older athletes, organisers argue the Games can help normalise sustained participation in sport beyond early adulthood.

In statements accompanying the announcement, representatives from both organisations spoke of a shared vision centred on participation, inclusion and social cohesion. That language echoes a broader shift in sports sponsorship, where brands seek alignment with values-driven initiatives rather than single-team endorsements. The Open Masters Games brand, built around inclusivity and global community, offers partners a narrative that extends beyond competition results.

From an operational perspective, the partnership is expected to cover on-site banking services, digital payment solutions and tailored products for participants and volunteers. Such integrations have become standard at large-scale events, streamlining registration, merchandise sales and hospitality while offering sponsors direct engagement with attendees.