In 2006, the UAE Beach Soccer National Team was launched. The newborn Emirati team first participated in AFC Beach Soccer Championship in Dubai. In 2007 & 2008, Dubai hosted the FIFA Asia Beach Qualifiers. This time the UAE Beach Soccer National Team beat Japan and won the 2nd successive AFC title. This year the National Team also played at the 1st Asian Beach Games held in Bali where they were runner-up, losing 3-1 in close encounter to Oman.

In 2009, came the big push that would elevate the Beach Soccer Sport in UAE to the next level. UAE became the first nation to host the FIFA Beach Soccer World Cup other than Brazil and France. The 2009, FIFA Beach Soccer World Cup in Dubai was an incredible success both for Dubai Sport Council and Beach Soccer Worldwide.
In 2011, Dubai hosted the Samsung Inter-Continental Cup for the first time. Seeing the immense interest from fans and media, Beach Soccer Worldwide and Dubai Sport Council agreed to establish the Intercontinental Cup as an annual event in the UAE Beach Soccer Calendar. In 2012, Dubai Sport Council launched a full scale National League covering all Emirates.

It has a long term vision for the growth and development of Beach Soccer in UAE. What started in 2006 with the launch of the UAE Beach Soccer National Team, the development of Beach Soccer in the emirates has come a long way and requires a strategic development plan for further growth. A plan has been outlined by his Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of Dubai Sports Council and the First Patron of UAE Beach Soccer.

The plan mandates Dubai Sport Council to launch an annual calendar of International, national and local Beach Soccer events and activities that are consistently hosted in UAE to promote the sport. DSC alongside with UAE FA will also advise and encourage Beach Soccer National Clubs to train, develop and recruit foreign professionals to raise the level of the on-field sport and also help improve the skills and level of play of local talent.

On the back of this extensive annual tournament and training calendar, a strong National Beach Soccer will emerge that can potentially reach the top 3 spots of 2015 FIFA Beach Soccer World Cup.

The Dubai Sports Council to achieve its objectives has commissioned Capital Marketing with all the commercial rights related to Beach Soccer in UAE. During the 5-year term of the agreement, Capital Marketing, in cooperation with the DSC & UAE FA, will work together to develop and promote the game of Beach Soccer throughout UAE, from the grassroots to the professional level.

Capital Marketing in consultation with DSC will bring to this endeavor the best global sports development practices, which will be required to ensure the project’s success. The agreement grants Capital Marketing all commercial & marketing rights across all Beach Soccer assets owned or operated by DSC including but not limited to the UAE national teams and all current & future National leagues in Beach Soccer.

Such rights include media rights, sponsorship and marketing rights, licensing and merchandising rights, new league rights and any other commercial rights attached to any of these properties. Capital Marketing’s endeavor in association with DSC is to build the sport from grassroots to professional level so that a sustainable sporting model is created providing the platform for the national teams to reach their full potential on the International stage.