One Hundred® Establishes Global Operational Headquarters in Dubai
Strategic partnership with Super Sports and appointment of Fadi Maayta as a Board Advisor anchor expansion across the Middle East and North Africa
One Hundred®, the international endurance trail running platform, today announced the establishment of its global operational headquarters in Dubai, anchored by a strategic partnership with Super Sports and supported by the appointment of Fadi Maayta as a Board Advisor and Senior Partner.
The Dubai headquarters will serve as the operational base for One Hundred®’s expansion across the Middle East and North Africa, with initial market development targeting the United Arab Emirates, Saudi Arabia, Oman, Jordan and Egypt. The region has been identified as one of the most strategically important growth markets for endurance sport globally, underpinned by sovereign tourism investment, destination-led event development and rapidly expanding participation.
Super Sports, founded in 1998, will serve as One Hundred®’s regional operations and logistics partner. One of the UAE’s leading sports event management companies, Super Sports delivers more than 200 events annually and manages a participant database exceeding 400,000 athletes. Its operational infrastructure and regional network provide the foundation for One Hundred®’s long-term development across MENA.
Fadi Maayta joins One Hundred® as a Board Advisor and Senior Partner as part of the regional strategy. Founder of ACT Holding, a group spanning ventures in artificial intelligence, health and wellness, and the sports economy, Maayta brings more than two decades of multinational and entrepreneurial experience across the Middle East and international markets. His mandate will focus on institutional partnerships, government engagement and strategic growth across the region.
The Dubai base will integrate mass participation events, championship racing and destination programming within the broader One Hundred World Championship network. The region is expected to play a central role in One Hundred®’s long-term Grand Final and destination hosting strategy, creating recurring economic, tourism and media value for host cities, tourism authorities and government partners.
João Andrade, Executive Chairman of One Hundred®, said the move reflects the strategic importance of the region:
“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 of One Hundred®, said the partnership with Super Sports enables a fundamentally different operating model:
“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 of Super Sports, said the partnership reflects the region’s broader ambition:
“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 of One Hundred® and founder of ACT Holding, said the partnership reflects a defining moment for the region:
“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.”
