Following a standout 2025 season that saw the race climb the UCI World Rankings, the 2026 UAE Tour launched with renewed ambition. The brief was clear: evolve the brand to match its growing stature within the global cycling calendar and position it firmly at the forefront of the sport.

The refreshed identity draws on the Tour’s heritage, uniting the legacy of the former Abu Dhabi and Dubai Tours into a cohesive and forward-looking visual language. At its core is a bespoke ‘echo’ graphic — a dynamic motif designed to capture both the motion of the race and the resonance of its history.

This is complemented by bold, fluid typography and an expanded colour palette, bringing energy, clarity and greater flexibility to the system. Together, these elements create a brand that feels both contemporary and deeply rooted in the Tour’s evolution.

The rollout spanned a comprehensive suite of touchpoints, from large-scale print and digital out-of-home to race materials, social activations and on-site branding. Each application was designed to deliver impact, consistency and a heightened sense of occasion across every stage of the event.