DP World, an Emirati supply chain logistics company, has won two awards in the Social and Marketing categories in the 2024 Ship Technology Excellence Awards for its effective community engagement and strategic marketing efforts. 

The Ship Technology Excellence Awards celebrate the greatest achievements and innovations in the shipping industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry.  

DP World won the Social award for the Beyond Boundaries program, which provides essential cricket equipment and infrastructure to grassroots teams globally, fostering the development of young talent. The Marketing award recognizes DP World’s strategic sponsorship and partnership with Indian cricket icon Sachin Tendulkar and the International Cricket Council (ICC), effectively engaging a worldwide audience during the Cricket World Cup and enhancing the company’s brand visibility and reputation. 

Excellence in social commitment: Beyond Boundaries initiative 

DP World’s Beyond Boundaries program is a pioneering initiative that reflects the company’s strong commitment to social excellence. By distributing 50 shipping containers filled with cricket equipment to grassroots teams, DP World not only promoted the sport, but also provided the necessary resources to underprivileged communities where such equipment might be inaccessible. This initiative, launched in alignment with the ICC Cricket World Cup in India, was a strategic move to support the development of young cricket talent on a global scale. 

The containers, which are repurposed to serve as multipurpose pavilions, are equipped with scoreboards, sun protection, and seating, transforming them into functional spaces that enhance the cricketing experience for young players. The first kit-filled containers were delivered to clubs in India, including the Chikhalikar Sports Club in Palghar, Maharashtra, the Achrekar Cricket Academy, and Shivaji Park Gymkhana Academy. These are places where cricket is a passion that unites communities. 

DP World Beyond Boundaries initiative

The involvement of Sachin Tendulkar, a cricketing legend, in the Beyond Boundaries initiative adds significant value, serving as an inspiration to the youth. His endorsement of the program and his message about the importance of quality cricketing equipment resonate with young athletes and cricket enthusiasts alike. Tendulkar’s emphasis on creating safe spaces for girls within the initiative is particularly noteworthy, as it promotes inclusivity and encourages the participation of women in sports. 

Strategic marketing mastery: Sponsorship and iconic partnerships 

DP World collaboration with Sachin Tendulkar

In the realm of marketing, DP World’s strategic sponsorship and partnerships have been instrumental in earning the company its award. The collaboration with Sachin Tendulkar and the ICC was a masterstroke that leveraged the mass appeal of cricket and its heroes to enhance brand visibility and connect with audiences on an emotional level. 

The Beyond Boundaries initiative was promoted on television during the Cricket World Cup, capitalizing on the event’s global viewership to maximize brand exposure. The innovative marketing strategy of pledging additional donations of cricket kits for every 100 runs scored not only tied the brand to the success of the matches, but also reinforced DP World’s image as a benefactor of the sport. 

The marketing initiatives undertaken by DP World demonstrate a deep understanding of the power of sports in creating a lasting bond with the audience. By associating its brand with cricket, a sport with a massive following, especially in India, DP World has effectively communicated its message of transcending boundaries, both in trade and in human connection. 

Company Profile 

DP World is a leading global logistics provider committed to enhancing the flow of trade and transforming possibilities for businesses and communities worldwide. Founded in 1972 in Dubai, the company has grown from a local port operator into a multinational entity with over 108,000 employees across 75 countries. DP World integrates its extensive portfolio, which includes ports and terminals, marine services, logistics, and technology, to deliver seamless end-to-end supply chain solutions. With a strong emphasis on innovation, the company leverages intelligent systems and automated processes to create efficient, future-ready trade environments that benefit economies globally. 

At the core of DP World’s operations is a commitment to sustainable and responsible corporate citizenship. The company prioritizes diversity and inclusion, empowering its workforce to excel while ensuring long-term positive impacts on the communities it serves. By integrating sustainable practices into its business model, DP World not only fosters economic growth, but also addresses the challenges posed by an evolving global landscape. As it continues to push the boundaries of logistics and trade, DP World remains dedicated to making the world’s trade flow better, paving the way for a more connected and prosperous future for all. 

Contact Details 

Jebel Ali Free Zone 17 

Dubai 

Phone: 971 4 8080800 

Website: https://www.dpworld.com 

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