Dubai strengthens its leadership in sports governance with the official launch of “SEGA Asia – Dubai”

In a step that confirms Dubai’s position as a leading global destination in consolidating the principles of integrity and governance in sports, the Global Sports Integrity Alliance (SIGA), the largest independent and neutral coalition concerned with promoting integrity and good governance in the sports sector around the world, announced the official launch of the “SIGA Asia – Dubai” branch, during an event held today, Wednesday, at “One Central” in the Dubai World Trade Center as part of the “Month of Action for Sports Integrity” activities.

During the event, a memorandum of understanding was signed between SEGA and the International Sports and Entertainment Zone (ISEZA) to establish SEGA Asia – Dubai, in a strategic step that consolidates the pioneering role of the city of Dubai in developing a unified global model for sports governance and promoting integrity and sustainability in this vital sector.

The announcement was made in the presence of an elite group of leaders and decision-makers from sports and governmental bodies, the private sector, academics, media and civil society, with the support of the Dubai Sports Council, which reflects the prestigious position that Dubai occupies as a global center that combines innovation, governance and sports excellence.

For his part, Emmanuel Macedo de Maderos, CEO of SEGA and Chairman of the Board of Directors of SEGA Asia, said that Asia is the beating heart of the twenty-first century, and Dubai and the UAE possess unique ingredients that combine vision and integrity. He added: “SEGA Asia will be a center of excellence in governance and sports safety, which enhances transparency, attracts investment, and opens new horizons for a sustainable sports future.”

He added: “Our vision is fully consistent with the UAE Vision 2040, which is based on innovation, inclusivity and sustainable progress, and we will continue to work to empower youth and women and enhance moral leadership to ensure that sport remains a unifying force and a driver of health, excellence and prosperity.”