Emile Heskey launches Dubai-based agency Final Whistle Sports

Former Liverpool and Leicester striker Emile Heskey has started a sports agency in Dubai.

Final Whistle Sports (FW Sports) aims to connect MENA fans and businesses with players and clubs around the world through tailored personal and corporate experiences including sponsorship, coaching, events and more again.

Agency co-founder Nadim Badran is an avid Liverpool fan who, due to his base in Beirut, did not meet any player before his 30s, so the idea for Final Whistle was born. Sports.

Heskey met Badran in Beirut 10 years ago and quickly became friends. Both are family-oriented people with a constant need to be productive, who share a love for football, people, social issues, business and good food. They kept in touch over the years and worked together on a few projects before launching FW Sports.

During the lockdown last April, Badran hosted 15 friends on a Zoom call with the former Liverpool man. Fans of the call were able to ask Emile questions directly, interact with him and feel like they were having a personal experience.

The idea arose from there, how can MENA fans have more access to players, either digitally or physically. FW Sports is already Leicester City’s partner, tasked with securing club partners and sponsors in the region: as well as increasing their footprint in the region.

At the B2C level, the agency organizes exclusive Zoom calls with players every fortnight (15 guests max) and is planning a series of events for October. Fans will be able to go there for private dinners, play football, golf, FIFA with their favorite players. Businesses can tap into the incredible mental resilience that players learn from an early age, through speaking engagements, conferences, and tailored team coaching packages.

Speaking of his joy at the launch yesterday, Badran said, “We are very excited to start making the dreams of Middle East-based fans come true and helping them reach for the stars. From tailored personal experiences to broader corporate sponsorship deals, we want to be the bridge between the region and the world’s most popular leagues.

For more information visit www.finalwhistlesports.com

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