Mubadala World Tennis Championship targets UAE community engagement

Winner of last year’s Mubadala World Tennis Championship Andrey Rublev with the tournament’s volunteers. (MWTC)
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Updated 22 December 2022
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Mubadala World Tennis Championship targets UAE community engagement

  • Emirati residents can participate in the region’s leading sports and entertainment experience
  • Community Cup winners will take part in a clinic with a top player

ABU DHABI: The organizers of the Mubadala World Tennis Championship here have started a nationwide community engagement drive with three programs on offer at the 14th edition of the tournament.

With less than 90 days until six of the world’s top male tennis players and two of the best in the women’s game take to the court at the International Tennis Centre, Zayed Sports City in Abu Dhabi, from Dec. 16 to 18, the search is on for ball kids, volunteers and amateur players keen to test their skills.

The annual amateur Mubadala Community Cup, presented by Healthpoint, for the region’s tennis enthusiasts will start on Nov. 5, with more than 300 players expected to take part.

“The Mubadala World Tennis Championship is more than just three days of fantastic tennis featuring the sport’s biggest and best names; it is a holistic, inclusive tennis experience. The championship consists of various sporting activities and events in line with our established goal of promoting the sport of tennis, supporting the development of healthy lifestyles in the region, and strengthening communities across the UAE,” said John Lickrish, CEO of Flash Entertainment.

Players can enter in the mixed categories under the ages of 10, 12, and 14, singles for men and women, and mixed doubles for adults. The winners, who will have to negotiate seven rounds successfully, will be rewarded with a unique opportunity to take part in a clinic with one of the game’s top players during the Mubadala World Tennis Championship.

The organizers are also seeking 150 volunteers for a variety of positions, including support for the players’ clinic, team leaders, Tennis Village operations, guest services, gate and seat ushers, and announcers.

The MWTC Ball Kids Program is open once more to youths aged between 12 and 17. This special program, which provides an engagement with global tennis stars, is run by Zayed Sports Academy at the International Tennis Centre.

Ball Kids spend seven weeks training and sharpening their skills ahead of the three-day festival. Designed to enhance their on-court abilities and etiquette — both crucial during elite tennis — it is also a great opportunity to work on hand-eye coordination, teamwork, unity, agility, and fitness.

“We take great pride in getting the community involved and the ball kids and volunteer programs really offer participants a once-in-a-lifetime opportunity to be part of a world class event and be right at the heart of the action,” said Lickrish.


National team representation framework introduced for Esports Nations Cup 2026

Updated 09 January 2026
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National team representation framework introduced for Esports Nations Cup 2026

  • Within their respective countries, partners will have the responsibility of building, representing their national esports teams on global stage
  • Esports World Cup Foundation to establish ENC Development Fund to support long-term growth of nation-based ecosystems

RIYADH: The Esports World Cup Foundation has introduced the national team representation framework for the Esports Nations Cup 2026 — the global nation-based esports competition set to debut in Riyadh, Saudi Arabia, in November — by opening the application process for official National Team Partners.

The Esports Nations Cup introduces national team representation to the global esports calendar in a structured, recurring format. It complements the club-based Esports World Cup by enabling players to compete under their national flag and offering fans an opportunity to connect with elite esports through national identity.

National Team Partners will serve as the official national counterparts for the ENC 2026, within their respective countries and territories, with the responsibility of building and representing their national esports teams on the global stage. In partnership with the EWCF, they will coordinate team representation for the ENC, oversee and support national team coaches per game title, and coordinate with game partners and clubs within the ENC framework. 

Beyond competition, National Team Partners will shape their national team identity through marketing, communications, and community engagement, and collaborate with creators, media, and public institutions to mobilize their local communities to build national fandom for their teams.

While National Team Partners are responsible for the organization and representation of national teams, the competitive integrity and player eligibility remain governed by ENC rules and game partner-aligned processes.

Each selected national team partner will nominate a national team manager who will serve as the public lead and primary representative of the national team. They will act as the primary contact between the EWCF and the local ecosystem team, supporting coordination, representation and activation at the country and territory level, and are formally confirmed by the EWCF. 

To support the long-term growth of nation-based esports, the EWCF will establish the ENC Development Fund, committing at least $20 million annually, beginning with ENC 2026. The fund will support national team programs by covering travel and logistics for participation in the Esports Nations Cup, and by enabling promotional and fan-facing activities that build relevance, awareness, and engagement around national teams beyond the main competition, supported by the commercial, marketing, and operational capabilities required to deliver these activities consistently over time.

This includes support for training camps and boot camps with structured fan access, exhibition matches and showcase events, official watch parties, national team tours, and appearances at major gaming and sports events.

Further details on scope, eligibility, and implementation will be shared with selected National Team Partners as part of the onboarding process.

Ralf Reichert, CEO of the Esports World Cup Foundation, said: “The purpose of the Esports World Cup Foundation is to elevate esports and make it sustainable.

“The Esports Nations Cup is a natural next step in that journey. By opening this application process, we are inviting trusted National Team Partners to help define the framework for how countries and territories are represented in esports, with clear roles, aligned governance, and a system that works for players, game partners, and fans alike.”

Eligible applicants include esports organizations, clubs, agencies, nongovernmental organizations, national esports and sport federations and associations, recognized government-mandated entities, content creators, and experienced esports professionals with strong national ecosystem ties.

Applications are now open at esportsnationscup.com and will close on Jan. 31. Submissions will be reviewed through a multi-stage evaluation process, assessing governance standards, ecosystem standing, operational capability, community reach, and alignment with game partners’ requirements.

The first cohort of approved National Team Partners will be announced in early 2026.

The ENC will be held in Riyadh in November before moving to a rotating city model every two years.