ISL Agency brings together global sport, culture, and innovation by uniting a soccer icon with one of the Middle East’s most iconic traditional sports, opening a new chapter for camel racing on the international stage.
Al Haboob is a pioneering camel racing team founded with the ambition of transforming a millennia-old tradition into a modern, professional, and globally recognised sport. Built on heritage, excellence, and storytelling, Al Haboob aims to compete, and inspire on an international level.
Camel racing is one of the most iconic traditional sports in the Middle East, yet it has seldom been positioned on the global stage as a premium, contemporary discipline.
For Al Haboob, the mission was clear and ambitious: to honour a millennia-old heritage while reimagining camel racing as a world-class sport, capable of resonating with new generations and connecting Eastern tradition with the language, scale, and impact of global sports culture.
ISL Agency identified a bold and unexpected crossover: partnering Al Haboob with Paul Pogba, FIFA World Cup winner and global sports figure.
Pogba joined Al Haboob as co-owner, bringing international visibility, credibility, and a shared belief that sport is driven by dedication, teamwork, and passion.
As explained by ISL Agency Managing Partner Marc Segarra, this partnership represents East and West coming together to present a millenary sport at a level never seen before.
The announcement generated press coverage across major international media outlets, sparking global conversation around camel racing and its future. Al Haboob is now positioned as the world’s first professional camel racing team with true international reach.
And this is just the beginning.
