International endurance trail running series One Hundred has established its global operational headquarters in Dubai, UAE, supported by a strategic partnership with Super Sports and the appointment of Fadi Maayta as Board Advisor and Senior Partner.
The Dubai base will serve as the operational hub for One Hundred’s expansion across the Middle East and North Africa, with initial development targeting the United Arab Emirates, Saudi Arabia, Oman, Jordan and Egypt. The company aims to integrate mass participation events, championship racing and destination programming within its broader One Hundred World Championship network.
As part of the rollout, Super Sports, an event management company founded in 1998, will act as One Hundred’s regional operations and logistics partner. Delivering more than 200 events annually with a participant database exceeding 400,000 athletes, Super Sports will provide the infrastructure and regional network for the brand’s development across the region.
Fadi Maayta, founder of investment group ACT Holding, joins One Hundred as Board Advisor and Senior Partner to lead institutional partnerships, government engagement and strategic growth.
João Andrade, Executive Chairman at One Hundred, said “The Middle East and North Africa represent one of the most significant growth opportunities in global endurance sport today. The level of sovereign investment in tourism, active lifestyles and destination-led events creates a foundation that few regions can match. Establishing our global operational headquarters in Dubai positions us at the centre of that opportunity.”
João de Saldanha, CEO at One Hundred, added “This partnership goes beyond event delivery. Super Sports provides the operational depth and regional integration that allows us to build a sustainable, long-term platform – one that delivers compounding value for athletes, communities, destinations and institutional partners. MENA is no longer an expansion market; it is becoming a cornerstone of our global architecture.”
Warren van der Merwe, Managing Director at Super Sports, said “One Hundred’s platform is a natural complement to the UAE’s position as a global destination for sport and active lifestyles. Combining our regional infrastructure and participant network with One Hundred’s championship platform creates meaningful opportunities for athletes, destinations and the institutional stakeholders shaping the future of sport in the region.”
Fadi Maayta, Board Advisor and Senior Partner at One Hundred, added “MENA is not catching up, it is setting the pace. Governments here are building the future of sport, tourism and community wellbeing with a level of ambition and coordination that few regions can match. One Hundred is uniquely positioned to contribute to that momentum and doing it from a Dubai operational base is exactly the kind of long-term bet worth building.”
