On 3 September 2026, Sharjah Sports Club confirmed that Jamix Gold Ready-Mix Concrete will stay on as one of its sponsors for a third consecutive year. According to Sharjah24, which carried the announcement, the renewed agreement supports two of the club's teams: handball, the sport in which Sharjah has become the leading force in the country, and judo, one of the individual disciplines the club has been building patiently over recent seasons. Neither side disclosed the value of the deal, and the report did not state how long the new agreement will run.
The news came from Engineer Ibrahim Al Jarwan, Chairman of the Investment and Commercial Development Company at Sharjah Sports Club, the commercial arm that looks after the club's partners. Sharjah24 reported that Al Jarwan expressed his delight at renewing the agreement with Jamix Gold for the third year running. He wished the players success, singled out the handball team's results at home and abroad, called for continued efforts to raise the club's profile, and thanked the club's Chairman and Board of Directors for their support.
A concrete supplier backing handball players and judokas is not the kind of sports marketing story that fills front pages. It is, however, a very clean example of something the UAE sports economy does well and talks about too little. Local businesses are building long relationships with clubs in sports outside football, where the budget goes further, the trophies keep arriving and the sponsor's name sits next to real success. For any company weighing sports sponsorship opportunities in the UAE, this renewal is worth a closer look.
The headline facts are simple. Sharjah24's English edition describes a renewal for a third consecutive year, covering the club's handball and judo teams, with no financial terms made public. The club framed it as the continuation of an existing relationship rather than a fresh signing, which is exactly what it is.
The history of the partnership helps explain why. In September 2025, the Arabic edition of Sharjah24 reported that Sharjah Sports Club had signed a sponsorship agreement with the company, named in that Arabic coverage as Golden Jamex and described as a ready-mix concrete firm, to support the men's handball team at the 2025 Super Globe, the club world championship held in Egypt. Under that deal the Jamex brand appeared on the back of the first team handball shirt while the team represented the UAE and Asia on the world stage. In the same announcement, the club renewed the company's backing of its table tennis and cycling teams for the 2025 to 2026 season, with the logo placed on the chest of the cycling kit and on the shoulder of the table tennis kit.
So the relationship has already moved across several sports, following the club's priorities from one season to the next. In 2026 the two named teams are handball and judo. Sharjah24's report on the renewal did not say whether table tennis and cycling remain part of the package, and it did not describe where the Jamix Gold logo will sit on the new kits, so those details remain unconfirmed for now.
When the 2025 agreement was signed, Al Jarwan spoke warmly about the company. In the Arabic report, translated here, he said the partnership with Jamex was built on a strong relationship, mutual trust and a shared vision. He added that the club sees sport as more than competition inside the arena, describing it as a system of values, and he called the sponsorship an investment in people above all else. Khaled Issa Al Madfa, then Chairman of the club's Board, attended that signing.
New deals get the press releases. Renewals tell you whether the first deal worked. A sponsor that sees no return usually leaves quietly after one season, and a company that comes back for a second and then a third year is sending a clear message about the value it is getting, even if nobody publishes the figures.
This is especially true for a business like Jamix Gold. A ready-mix concrete supplier does not sell to the general public in the way a bank, a telecom operator or a fast food chain does. Its buyers are contractors, developers and project managers. For a company like that, sports sponsorship is less about mass reach and more about reputation, relationships and local pride. Being visibly linked to the most successful handball team in the country gives a business to business brand something to talk about with clients, a reason to host them at matches, and a way to show its own staff that the company is part of the community it builds in.
Consistency also compounds, and it is one of the oldest rules of sports marketing. Brand awareness built through sport rarely comes from a single season. It comes from fans and partners seeing the same name on the same shirts, year after year, until the association feels natural. Three years in, Jamix Gold has moved from being a new name on a kit to being part of the club's commercial furniture.
It also helps that the club has a proper commercial structure. Al Jarwan's Investment and Commercial Development Company has been doing this work for years. Sharjah24 reported in December 2022 that he signed the club's handball sponsorship with the Sharjah Commerce and Tourism Development Authority, and the club announced on 17 August 2026 that Sharjah Airport would continue its eight year backing of the handball team, so Jamix Gold sits within a crowded and well managed portfolio of sponsorships rather than standing alone.
To understand why a sponsor would want its name on a Sharjah handball shirt, look at the results. On 4 April 2026, Sharjah24 reported that the club had clinched the UAE Handball League title with three rounds still to play, beating Al Wasl 40-24 at Al Nasr Club Hall in Dubai. It was Sharjah's tenth consecutive league title and the 20th in the club's history. At that point the team had won all 15 of its matches, collecting 45 points and sitting 13 points clear of second placed Shabab Al Ahli in a seven team league played over three rounds.
The cups have followed the same pattern. In November 2025, Sharjah beat Shabab Al Ahli 29-23 to win the Handball Super Cup for the seventh time, a result Sharjah24 said made the club the most successful team in the history of handball in the UAE. In September 2025 the club's own media campaign, reported by Sharjah24, put its record at 50 titles across local and international competitions, the most won by any Emirati club.
The dominance runs right through the age groups. Sharjah24 reported in May 2026 that the club's youth side won the first ever Youth Handball Super League, beating Al Wasl 36-18 in the final at Al Bataeh Club Hall, and that Sharjah's handball programme had at that point won 13 of the 14 competitions the UAE Handball Federation had staged that season across senior, youth and junior levels. Two days later the youth team beat Al Nasr 28-18 at Mleiha Cultural and Sports Club to lift the UAE Youth Handball Cup for the ninth time, completing what Sharjah24 called a historic treble.
For a sponsor, that depth matters as much as the senior trophies. It means the club is not riding a lucky generation. It is producing winners year after year, which makes the sponsorship a long term bet on a system rather than a short term bet on a few players.
The international story is what turned Sharjah handball from a domestic powerhouse into a genuine sports branding asset, and a showcase for every name on the shirt. In November 2024, in Doha, Sharjah won the AHF Asian Men's Club League Handball Championship for the first time. According to the International Handball Federation, they beat Saudi side Khaleej Club, the reigning champions, 27-26 in the final after trailing 13-11 at half time, with Zarko Markovic scoring nine goals in the comeback. The IHF noted that Sharjah became the first UAE team to win the competition, after finishing third in earlier editions. Al Khaleej newspaper reported that the team beat Mes Kerman of Iran 36-25 in the quarter final and Kazma of Kuwait 28-27 in the semi final on the way to the trophy.
That title opened the door to the 2025 IHF Men's Club World Championship, better known as the Super Globe, the tournament for which Jamix Gold first put its name on the back of the handball shirt. Sharjah24 reported that the tournament ran from 26 September to 2 October 2025 in Egypt's New Administrative Capital. Sharjah opened with a 35-30 win over California Eagles, lost 36-26 to German giants Magdeburg, and then met Zamalek of Egypt in a two leg classification play off, losing the first match 29-26 and drawing the second 28-28. The team finished sixth, a result Sharjah24 described as historic for Emirati handball, and goalkeeper Mohammed Ismail Al Taher was named best player in the Zamalek match.
Not every chapter has been a triumph. At the 28th Asian Men's Club League Handball Championship, held in Kuwait in June 2026, Sharjah arrived as defending champions and top seeds in Group A, according to Sharjah24. The Asian Handball Federation's final standings show they finished seventh, losing to Khaleej Club, Burgan SC and Al Duhail SC along the way, while Burgan SC took the title by beating Khaleej Club 34-32 after extra time.
That context makes the Jamix Gold renewal more interesting, not less. The company renewed less than three months after a difficult continental campaign. That is the behaviour of a partner thinking in seasons and relationships rather than in single results, and it is the kind of loyalty clubs remember when they plan their commercial future.
Judo is the less familiar half of this renewal, and in some ways the more revealing one. Sharjah Sports Club runs a large individual sports operation alongside its team sports. In April 2026, Sharjah24 reported that the club's Individual Sports Department had collected 530 medals in individual sports since the start of the 2025 season, not counting swimming. Over the same period the club won 17 team championships in those disciplines: 14 in karate and one each in judo, table tennis and taekwondo.
Engineer Suleiman Abdulrahman Al Hajri, a Board Member and Head of the department, told Sharjah24 that the club focuses on sustainability and on building generations of champions. His stated goals include reaching the Olympic Games through the national teams and identifying talent from the age of four. The department said the club had 45 players in national teams, excluding jiu-jitsu and swimming, and Al Hajri credited the Sharjah Sports Council and the club's Board of Directors, chaired by Mohammed bin Hindi, for their support.
For a sponsor, judo offers a different kind of value from handball. The audiences are smaller, but they are made up of young athletes, parents, coaches and schools, the very people a community minded company wants to reach. The values attached to the sport, such as discipline, respect and self control, fit naturally with the message of a business that wants to be seen as solid and dependable. And because individual sports sponsorships are usually far cheaper than headline football deals, a company can support them consistently without straining its marketing budget.
Football will always attract the biggest crowds and the biggest cheques in the UAE. But that is also why it is expensive and crowded. A mid sized company that spends its whole budget on a small board at a football ground may find its name lost among dozens of others. The same money placed with a handball or judo team can buy a far more visible position, on the shirt itself, attached to a team that actually wins.
Sharjah's clubs have long understood this and have actively invited local businesses in. When the Sharjah Commerce and Tourism Development Authority began sponsoring the handball team in December 2022, its chairman Khaled Jassim Al Midfa spoke, according to Sharjah24, about the significant role that sport plays in promoting and supporting tourism. In June 2023, at a ceremony to thank the companies that had supported its teams during the 2022 to 2023 season, the club's then Chairman Ali Al Midfa said that the Sharjah Club is keen to provide an opportunity for all institutions to participate in supporting sports, as reported by Sharjah24.
There is also strong public backing behind the clubs, which makes them more stable partners. In December 2025, Gulf News reported that His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Ruler of Sharjah, announced a Dh26 million reward for 21 clubs that excelled during the 2024 to 2025 season, with Sharjah among the recipients and the funds intended to help upgrade facilities and prepare teams for future events. A sponsor joining a club that receives that kind of recognition is joining an institution with a long future.
Put together, this is why Sharjah sports club sponsorship in disciplines like handball and judo can be such good value. The sponsor gets title winning teams, a loyal local audience, room on the kit, access to club events and the goodwill that comes from supporting home grown athletes. For a business that sells mainly inside the UAE, those are often more useful than the global reach of a football mega deal.
A logo on a shirt is only the starting point. The sponsors that get the most from a deal like this are the ones that build content and activation around it. Sharjah Sports Club has shown it understands this side of the business. In September 2025, Sharjah24 reported that the club launched a media campaign on the history of its handball team ahead of the Super Globe, including a podcast series called The Road to the World Cup co-produced with Sharjah Media City (Shams), and a partnership with the Sport4All news network for social media content.
That is exactly the type of platform a partner can plug into. A sponsor can appear in behind the scenes videos from training camps, host clients at finals and Super Cup matches, run youth judo days with its employees' families, or share the club's milestones on its own channels. Good content marketing around a sponsorship turns a quiet B2B supplier into a brand people recognise, and it gives the club fresh stories to tell at the same time. Event sponsorship around big matches, and the sports branding that comes with it, such as a sponsor branded trophy night or a hospitality package at a final, can add to that without large extra costs.
The Jamix Gold renewal offers a handful of clear lessons for any company thinking about sports marketing in the Emirates. First, choose a partner with a track record. Sharjah's handball team has ten straight league titles and an Asian crown, and that success rubs off on the names around it. Second, think in years, not seasons. Three consecutive years with the same club builds familiarity that a single season never can, and a sponsor that stays through a disappointing tournament earns real credibility with the club and its supporters.
Third, be flexible about which teams you back. Jamix Gold's support has moved between handball, table tennis, cycling and judo, according to Sharjah24's reports, following the club's needs and the moments that matter most. Fourth, look beyond football. In handball, judo, basketball and other sports, sponsorships are more affordable, kit space is more available, and audiences are often closer to the local business community. Finally, plan the activation before the signing, so the money spent on the rights is matched by a clear plan for content, hospitality and staff engagement.
For companies in Dubai, Sharjah and across the UAE that want to build brand awareness through sport, this is where a specialist marketing agency in Dubai can help, from finding the right club and the right sport to negotiating the rights and building the activation that makes them pay off. The opportunities are there, often in the sports that get fewer headlines.
As for Jamix Gold and Sharjah Sports Club, the third chapter of their partnership begins with a handball team still setting the standard in the UAE and a judo programme quietly producing medals and national team athletes. The value of the deal stays private. The message it sends to other local businesses is very public: in the UAE, some of the smartest sports sponsorships are happening away from the football pitch.
Sources: Sharjah24, Al Khaleej, International Handball Federation, Asian Handball Federation, Gulf News
