ISL Agency has brought together global soccer icon Paul Pogba and Al Haboob, a pioneering team aiming to transform camel racing into a modern, internationally recognised sport.

The French World Cup winner is now a co-owner of Al Haboob, presented as the world’s first professional camel racing team. The move is as unexpected as it is ambitious, seeking to connect a millennia-old tradition with the language and scale of global sport.

Marc Segarra, our Managing Partner, describes the partnership as something never seen before.

“This may be the most unexpected and spectacular crossover in sports history: a World Cup champion partnering with one of the most popular sports in the Middle East, camel racing. East and West coming together to show the world a millenary sport that has never been presented at this level,” Segarra said.

Pogba explained his motivation in an interview with BBC Sport: “I’ve watched my fair share of [camel] races on YouTube and spent time doing research in my spare time trying to understand the techniques and strategies. And what stood out to me is how much dedication it takes from everyone involved. At the end of the day, sport is sport. It demands heart, sacrifice and teamwork.”

Al Haboob was founded by entrepreneurs Omar Almaeena and Safwan Modir, with the vision of building the world’s first modern camel racing team capable of competing on an international stage.

“Paul’s involvement is transformational,” Almaeena said. “His influence, leadership and passion for cultural storytelling reflect exactly what Al Haboob stands for. This partnership is about more than racing; it is about sharing a heritage that deserves global recognition.”

The collaboration marks a new chapter not only for Pogba, but also for camel racing itself, positioning the sport at the intersection of tradition, innovation and global entertainment; an approach that aligns with ISL Agency’s vision of redefining how sport and culture connect on the world stage.