The Dubai World Cup has always set benchmarks in racing, but its ecosystem has diversified to embrace fashion, art, gastronomy, and digital entertainment, writes Sophie Ryan.
By Sophie Ryan
The Dubai World Cup has always been more than a race. It is a story of vision, innovation, and evolution – one that reflects the very spirit of Dubai. As we approach the 30th running in 2026, we’re not simply marking a milestone; we’re redefining what the Dubai World Cup represents in a world where sport, entertainment, and lifestyle now share the same stage.
When His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, founded the Dubai World Cup in 1996, he created an event that would place Dubai at the centre of the global sporting map. Thirty years later, that same vision continues to guide us – but the way audiences connect with sport has transformed. Our task now is to ensure that the Dubai World Cup remains not only iconic, but relevant to how people experience the world today.
That evolution begins with the brand itself. The Dubai World Cup is not defined by a single day in March; it lives year-round across multiple platforms and touchpoints. Horseracing remains at its core, but the event has grown into a global lifestyle and entertainment brand – one that unites audiences through a shared passion for excellence, creativity, and culture.
This direction is anchored by three key drivers.
The Dubai World Cup has always set benchmarks in racing, but its ecosystem has diversified to embrace fashion, art, gastronomy, and digital entertainment. By integrating these elements, we’re expanding our audience base and creating experiences that resonate with both lifelong racing fans and new generations discovering the event for the first time.
Second, innovation. Technology is reshaping how fans experience live sport, and we’re embracing that change. Last year, the Dubai World Cup was broadcast to more than 170 countries – our widest global reach to date – including live coverage on Emirates Airline’s ICE entertainment system. It was a proud moment that underscored our ambition to make the Dubai World Cup a truly global experience, accessible to millions around the world.
Our digital platforms are also driving that growth. The Dubai Racing Club’s social media following and performance continue to accelerate across all platforms, reflecting the appetite for world-class content that captures the emotion, beauty, and spectacle of racing in Dubai. Through real-time storytelling, behind-the-scenes access, and innovative formats, we’re connecting with audiences in new and meaningful ways – transforming viewers into participants and fans into advocates.
At the heart of it all lies the sport itself. The Dubai World Cup consistently attracts the world’s best horses, jockeys, and trainers – from champions of Europe and the United States to rising stars from Asia and beyond. Dubai’s geographic position, within eight hours’ flight from two-thirds of the world’s population, makes it a natural global meeting point for elite competition.
Racegoers will witness the sport’s biggest names – both human and equine – competing for some of the richest prizes in racing, with prize money totalling $30.5 million across the card. The Dubai World Cup race itself is worth $12 million – a life-changing moment that unfolds in just over two minutes. It is a spectacle where precision, performance, and passion converge under the lights of Meydan.
Off the track, the spectacle continues. Expect major international names across the F&B scene, as Dubai Racing Club partners with globally renowned chefs and restaurants to deliver elevated dining and hospitality experiences. Entertainment will once again take centre stage, following the success of our multi–Guinness World Record-breaking closing ceremony last year – a production that fused technology, performance, and creativity on an unprecedented scale. The 30th Dubai World Cup promises to build on that legacy with an immersive post-race show designed to surprise, inspire, and push boundaries.
Fashion and glamour, always synonymous with the Dubai World Cup, will take on new expression through the Style Stakes (sponsored by Emaar), where individuality and elegance are celebrated in true Dubai fashion. The event attracts global VIPs, celebrities, and cultural tastemakers, all drawn to experience a celebration that blends sport, art, and style in one unforgettable setting.
Together, these elements embody the essence of Dubai itself: ambitious, inclusive, and constantly innovating. The 2025/26 Dubai Racing Carnival will set the stage for this milestone edition, introducing new collaborations, enhanced guest experiences, and a narrative that connects audiences across sport, lifestyle, and culture.
For three decades, the Dubai World Cup has captured the imagination of the racing world. As we enter our fourth, our focus is on ensuring that imagination continues to grow. The next chapter is about making the brand borderless, inclusive, and deeply relevant to a global audience that looks to Dubai as a beacon of what’s next.
The race to 30 isn’t just about reaching an anniversary – it’s about setting a new standard for how a horseracing brand can inspire the world.
(Sophie Ryan is Head of Corporate Communications, Marketing & Brand, Dubai Racing Club)
