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DUBAI

Dear Player and Parents

Rugby Football Club

As we enter the final weeks of the 2012-13, we have already started preparing for the 2013-14 season, looking to renew existing sponsorship, plan kit and equipment orders and book pitches. You may not be aware of the tremendous amount of voluntary work that goes on behind the scenes that enables over 650 players to play rugby from as young as under 4 years to the tender age of 50 – from Coaches, Team Managers and Medics to the Administration Team and Club Committee I thank you! In 1999 our first team took the field adopting the name of the Dubai Hurricanes RFC. Since then the name has remained, but we have had numerous changes in kit design driven partly by the growth of club and partly by sponsorship. As we prepare for our 15th season of rugby the Club Committee has agreed to review the club brand and take it to the next level in order fulfil our vision of being recognised as the rugby club of choice in Dubai. To achieve this we have reached a sponsorship agreement with Brash Brands who will use their 4D process to drive the this important landmark forward: • Discover: Gather insight through research of players, family and those associated with the club • Define: Brash outline an approach to take the club forward strategically • Deliver: Where the work comes to life across brand identity, look and feel and most importantly our kit designs • Determine: Measure Hurricanes effectiveness, on and off the pitch! Over the coming weeks Brash Brands will complete this process, starting with the Sharjah Tournament and next Monday (11 March) pitch side at the 7s from 1730 gathering insights from all players and parents about the club. Living our values of ‘Respect’ and ‘Family’ may I request you give the Brash team a typical ‘Canes welcome, and provide them with whatever insights you have that will help them develop our brand. I see this as a great opportunity to get maximum participation from everyone involved in club life, and ensure we contribute to the development of something that we can be proud of going forward. Our intention is to reveal the new brand at the Club Ball currently being planned for late May. To close I am delighted to inform all players and parents that our principal sponsor, Emirates Airlines, has agreed to renew its sponsorship agreement with the Dubai Hurricanes RFC FZE, allowing us to retain the “Fly Emirates” brand on the front of our shirts. See you on the park and…..Who Do You Play 4? Simon Lewis Chairman Dubai Hurricanes RFC FZE The Sevens Stadium PO Box 2750 Dubai, United Arab Emirates T: +971 4 7083026 M: +971 55 6025071 www.dubaihurricanes.com


DHRFC Chairman's Letter