PROMOTIONAL FEATURE
BEYOND THE GAME Al Thuraya Holdings explores the idea of culturally intelligent security leadership in Middle Eastern and African sports events As the global sports spotlight increasingly shines on the Middle East and Africa, the stakes behind the scenes have never been higher. Stadiums may host the spectacle, but it’s the invisible systems — the planning, the protection, the coordination — that ensure these events run safely, smoothly and in a way that respects the host nation’s identity. From our first major event — the Formula 1 Grand Prix in Abu Dhabi in 2009 — to the NBA Global Games in Abu Dhabi, the Basketball Africa League, the USA Men’s Olympic Basketball Team’s multi-country tour, and Basketball Without Borders (BWB) Games across Europe, Africa and the Middle East, through to past FIFA tournaments in Russia and Doha, our group of companies — including Al Thuraya Consultancy, ICE24 and trusted regional partners — has been deeply embedded in making these events happen securely, respectfully and in alignment with local context. What sets our work apart is not just what we do, but how we do it — through multi-stakeholder coordination, cultural
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intelligence, and deep-rooted local trust and human risk management approach.
something often missed in international event planning.
Security isn’t just a perimeter
Cultural fluency Is a security asset
“Every major sporting event we support is approached as a complex and evolving system, not a static venue,” commented Jeremiah Davis, Vice President of Strategy and Consultancy. “That means engaging national authorities — from Ministries of Interior, Defense, Health, Transportation, Foreign Affairs and Sport — and ensuring that all players, national and local, are aligned from the start.” Success hinges on respecting local governance structures. That means working with municipalities, law enforcement, civil protection units and private partners to align responsibilities, avoid duplication and ensure seamless decision-making. In many countries, this also includes implementing temporary regulatory frameworks to clarify legal authority, enable joint operations and accelerate communication between agencies —
“In the Middle East and Africa, you can’t separate security effectiveness from cultural understanding,” said Moataz Ahmed, Head of MENA Regional Operations. “Security personnel become the face of the event. How they interact with fans, how they navigate gender norms, and how they respond in pressure situations is just as important as how well they follow protocol.” Our operations place strong emphasis on: Respect for local religious practices (e.g., screening near prayer times or handling gender-sensitive protocols) Clear, multilingual communication with crowds Community engagement to create a sense of shared responsibility — not enforcement. This has proven essential not only in stadiums, but also in fan zones, hotels,