The Dubai Sports Council has revealed that smartphone manufacturer Huawei will be the presenting sponsor at this year’s Beach Soccer Intercontinental Cup.

Held annually in Dubai, the tournament had previously been sponsored by Samsung since its inception in 2011 but this year will mark a passing of the torch to Huawei.

Coming on the back of October’s launch of the Artificial Intelligence-powered Mate 10 and Mate 10 Pro models in Germany, Huawei is keen to deepen its ties with the UAE market.

Saeed Hareb, general secretary of Dubai Sports Council (DSC), said: “We are delighted to welcome Huawei, a global leader in information and communication technology, aboard as the presenting sponsor.

The Beach Soccer Intercontinental Cup is one of the most prestigious events in our sports portfolio, attracting the best teams and big crowds every year. Now, with a new stadium at Marasi Business Bay and a new sponsor, Huawei, we are confident the tournament will be an even bigger success and attract even greater crowds.”

Gene Jiao, president of the Huawei Consumer Business Group MENA, added: “Huawei has always been passionate about connecting people, and especially activities and moments that unite the region. We believe in celebrating speed and performance and that’s what Huawei products stand for.”

The Beach Soccer Intercontinental Cup, which was won last year by Brazil for the second time, takes place from October 31 to November 4 in Marasi Business Bay.