7 A-list celebrities who are brand ambassadors in the Middle East
Penelope Cruz, Jason Momoa, Sofia Vergara are the new face of home-grown brands in the UAE and Saudi Arabia respectively
While the UAE led the Middle East region in signing up Hollywood stars as ambassadors for its flagship brands, other countries like Qatar and Saudi Arabia have recently followed suit. In recent months, Aquaman star Jason Momoa, Modern Family’s Sofia Vergara, Pathaan actress Deepika Padukone, global football icons Lionel Messi and David Beckham have featured in slick ads endorsing brands and destinations.
The logic goes that a popular, loved face brings in a range of advantages. Endorsements provide visibility, lend mass appeal as well as leverage the celebrity’s social media followings to generate an engaged and devoted audience.
The UAE has been recruiting Hollywood star power since 2015. Jennifer Aniston and Chris Hemsworth had previously teamed up with Emirates Airline, while Nicole Kidman was brand ambassador for Etihad Airways. Dubai has also produced mini tourism movies starring Zac Efron, Jessica Alba and Gwyneth Paltrow.
Brands and their ambassadors
Here’s a look at the celebrity line-up that business houses in the Middle East have brought in recently and the star’s social media follower count.
Penelop Cruz the new face of Emirates Airlines
The UAE flag carrier Emirates has signed Hollywood actress Penelope Cruz as the new face of its global advertising campaign. Cruz is set to feature in a series of video campaigns directed by Robert Stromberg. The ads will be telecast in English and Spanish on TV and digital channels. Cruz has visited Dubai on multiple occasions, most recently for Chanel’s cruise 2021-22 replica show. Instagram: 6.6 million
Source: Penelope Cruz. Image credit: penelopecruzoficial
Jason Momoa for Yas Island
The Fast X star is the newest ‘chief island officer’ for Abu Dhabi’s Yas Island. Momoa follows in the footsteps of comedian and actor Kevin Hart who was the face of the brand until 2022. Momoa has appeared in a series of videos for Yas Island as the 'CIO'. Instagram followers: 17.2 million
Source: Jason Momoa. Image credit: Instagram/prideofgypsies
Sofia Vergara for VIA Riyadh
The former judge of America’s Got Talent was one of Hollywood’s highest paid actress until 2020. She is currently the face of VIA Riyadh, a luxury lifestyle destination located in Saudi Arabia’s capital. The entertainment hub opened its doors on May 11. Vergara’s video showcasing VIA Riyadh has racked up 3.7 million views on Twitter. Instagram: 29.4 million
Source: Sofia Vergara. Image credit: Instagram/sofiavergara
Lionel Messi is Saudi Arabia's tourism ambassador
The Saudi Tourism Authority roped in the Argentinian football star in 2022 as the kingdom’s tourism ambassador to build the country’s profile as a family holiday destination. The global sporting icon is reportedly being paid $30m dollars as part of the endorsement deal. Messi has previously been the global brand ambassador for Expo 2020. Instagram: 463 million
Source: Lionel Messi. Image credit: Instagram/leomessi
David Beckham signed by Qatar
The former England captain signed on as Qatar’s country ambassador before the 2022 FIFA World Cup. The deal was initially estimated to be $180m but recent reports peg it at $15m a year for three years with an option to extend. Instagram: 79.2 million
Source: David Beckham. Image credit: Instagram/davidbeckham
Shah Rukh Khan signs up with Burjeel Holdings
The Bollywood megastar is now the face of regional healthcare operator Burjeel Holdings. He has signed up with them for a multi-platform campaign. Khan has previously been the face of Dubai tourism. Instagram: 38.4 million
Source: Shah Rukh Khan. Image credit: Instagram/iamsrk
Deepika Padukone for Qatar Airways
Qatar Airways announced their partnership with the Indian superstar at the start of 2023. Padukone has been brought on as the airline’s Global Brand Ambassador. The actor was also given the honour of unveiling the 2022 FIFA World Cup trophy at the Lusail Stadium along with former Spanish footballer Iker Casillas courtesy her partnership with French fashion house Louis Vuitton. Instagram: 74.1 million
Source: Deepika Padukone. Image credit: Instagram/deepikapadukone
