DP World, the global leader in smart logistics, isn’t just moving cargo – it’s moving the needle in the world of sports. Transcending their core business, they’ve crafted a unique sponsorship portfolio, injecting their energy and resources into initiatives that go beyond brand visibility, fostering inclusion, opportunity, and passion in the hearts of athletes and fans alike. Cricket, Golf and Formula One, three global sports giants, have become key beneficiaries of DP World’s vision, and their involvement in these arenas paints a compelling picture of their commitment to sporting excellence.
In cricket, DP World’s ‘Beyond Boundaries’ initiative transcends borders, literally. This ambitious project delivers repurposed shipping containers filled with essential cricket equipment to underprivileged communities worldwide. Each container becomes a beacon of hope, nurturing young talent and igniting a love for the game in regions where resources might be scarce. This isn’t just about providing gear; it’s about building cricket ecosystems, empowering individuals, and fostering a sense of community through the unifying power of sport.
With a year-round calendar and a truly global footprint, golf is a sport that reflects the nature of DP World’s business. Through their leading smart logistics, they deliver the ingredients that make golf possible, support grassroots initiatives and shape the future of both golf and trade for everyone.
Formula One, on the other hand, sees DP World’s involvement take a more high-octane turn. As partners of the McLaren racing team, they have reimagined the team’s supply chain to drive the team to the next level in Formula One. But that’s not all, for 2024, McLaren Racing and DP World announced a partnership expansion, which will see the global supply chain company featured on the McLaren MCL38’s dynamic branding panels throughout the 2024 season. This pioneering and cutting-edge technology will be used exclusively with DP World, allowing them to dynamically change branding on both race cars.
DP World’s sports initiatives are more than just sponsorships; they’re testaments to their values. From nurturing grassroots talent to celebrating sporting excellence, they’re playing a vital role in shaping the future of sports, leaving a legacy that goes beyond the roar of the crowd and the thrill of competition.
In an exclusive interview with Life N Style, Daniel Van Otterdijk, Group Chief Communication Officer, DP World, explains how the logistics giant is using its platform to empower communities, cultivate talent, and inspire positive change.
DP World has strategically positioned itself in sports, particularly with the DP World Tour in Golf, various cricket sponsorships, and the collaboration with McLaren in Formula One racing. Can you share the vision behind this positioning and how it came about?
Daniel Van Otterdijk: At DP World, we believe in the power of partnerships and have partnered with organisations and rights holders that share the same visions and values as a business. We do not see partnerships as simply a badging exercise; they are much more than that and represent a huge brand and commercial opportunity for us as a smart logistics provider.
Our partnerships allow us to connect with our target audience through their passion points in sports. They allow us to raise awareness of our business, tell stories about our capabilities, and expand our business in new markets worldwide.
We work very closely with the rights holders to make sure we are getting the total value out of our partnerships and continuously push for bigger and better as the partnerships evolve. We have a great spread across different sports and markets, which is having a significant impact on our business and amongst our key stakeholders.
Can you share some key success stories or highlights from the company’s involvement in the DP World Tour, ILT20, and McLaren Formula One racing that showcase the positive impact on the organisation and the sport?
There are many examples of our business benefitting from the sports partnerships we are involved in and the rights holder benefitting from having DP World on board as a logistics partner.
Alongside the DP World Tour, DP World is also a Worldwide Partner of the Ryder Cup. As part of Rome 2023, we helped deliver many essential equipment items to Rome ahead of the tournament, working with key suppliers like Aggreko and CSM Live to ensure the stage was set at Marco Simone GC. With an extensive guest programme alongside the Ryder Cup itself, we were able to build and nurture business relationships that ultimately will help grow our business.
With the ILT20 and cricket in general, we are partnered with one of the world’s most popular sports. The DP World ILT20 gave us a unique opportunity to be part of the UAE’s first home-grown cricket tournament and once again help turn Dubai into the region’s sports capital. Much of our focus with cricket is to educate people about what a great sport it is and provide opportunity and access to playing opportunities worldwide. We are making great strides in that regard.
With McLaren F1, we are into our second season supporting the team, and there have been many highlights already. Our smart logistics expertise is helping make the team faster, more innovative, and more sustainable. We recently helped the team move tonnes of equipment across the length of America more sustainably, using biofuels and electric trucks. The partnership has been a massive hit with our stakeholders and people.
As the principal sponsor of ILT20 cricket, how does DP World view its role in shaping the future of T20 cricket in the region?
Together with our partners, we are playing an essential role for sure. Even though cricket in the UAE dates back several decades, the sport has grown significantly in recent years. Through our support of formats like the T20, the popularity of cricket and these leagues have brought significant attention to the UAE as a cricketing destination. This has important economic and cultural significance for the region, which we are proud to play our part in.
Formula One is synonymous with speed and precision; what is your favourite aspect of the sport?
That’s right, and that’s certainly part of why Formula One is such a well-liked and well-followed sport worldwide. I like the fact the sport is all about efficiency and innovation; with the cost caps in place, teams have to work incredibly hard to try and be that little bit better than the other teams, and it is truly a non-stop race throughout the season. There are many parallels between Formula and DP World and Logistics, which is why our partnership with McLaren F1 is such a good fit.
McLaren Formula One had a great second half last season, with Lando picking up seven podiums – what are your predictions/expectations from Team Papaya this season?
We know how much hard work is going on behind the scenes with McLaren, so expect them to keep pushing on and better their performance from last year. Zak and the backroom team work non-stop to improve performance, so I hope for a higher finish in the Constructors Championship this year and a few race wins. That would be great!
Sustainability is a growing concern in various industries, including sports. How does DP World incorporate sustainability practices into its sports-related initiatives, particularly in events like the DP World Tour and Formula One racing?
Sustainability practices as part of sports events and teams and the responsibility of not just one but a collective group, from the partners to the rights holders, should be a collaboration and a combined vision to improve sustainability in all areas.
As a global logistics partner across these various sports partnerships, DP World can play a role in supporting the rights holders to conduct themselves to reduce their environmental impact, and this could be anything from using green transportation, efficient route planning, packaging solutions, efficient warehouse storage, waste management, enhanced technology, or stakeholder education.
DP World Tour ranked fourth in the 2023 Sports Technology Power List for the second year running, just behind Red Bull racing, NBA, ICC and NFL. Can you share the secret behind this success?
Well, golf has become increasingly technology-focused over the years, with advancements in equipment, training methods, infrastructure, tournament analysis, and commentary. It is also somewhat unique in how a whole tournament set-up must be built for just four days of competition, so from a technology point of view, the DP World Tour must be clever with space requirements, spectator experience, broadcasting requirements, corporate hospitality, and logistics. You can see why it’s so highly ranked when you put it all together. This is completely aligned with what we do here at DP World.
In a bid to know more about this impact, Life N Style spoke to DP World’s partners and Global Sports Ambassadors – cricket legend Sachin Tendulkar and Zak Brown of Mc Laren Racing. You can read these interviews here:
Empowering Tomorrow’s Champions: Sachin Tendulkar’s Journey with DP World
McLaren’s Podium Push: Zak Brown’s Perspective
