If you watch a sports event these days — pick any, from soccer to horse racing and even darts — you’ll almost certainly also be exposed to several brands, whether you consciously notice them or not.

It could be the logo of UAE national airline Etihad splashed across a Manchester City jersey, a sports announcer commentating on the Mubadala World Tennis Championship or an Ooredoo banner at the Hejen camel racing festival. And you can’t watch the Melbourne Cup without recognizing the Emirates Airline brand, which has become synonymous with the world’s richest two-mile handicap horse race.

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