Dubai(News Desk):: The Dubai Festivals and Retail Establishment (DFRE), an entity of the Department of Economy and Tourism in Dubai, has announced a five-year partnership with leading retail and lifestyle company GMG Group. Under the agreement, GMG will become a strategic partner of the Dubai Run, one of the flagship events of the Dubai Fitness Challenge, until 2029.

This step embodies GMG ‘s long-standing commitment to supporting fitness initiatives and encouraging communities to make exercise a part of their daily routine. This aligns with the Dubai Fitness Challenge’s goals of establishing Dubai as one of the world’s most active cities.

The agreement was signed by Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), and Mohammed Baqer, Vice Chairman and CEO of GMG Group, at the DFRE headquarters.

Under the partnership, GMG will support the Dubai Run Challenge through a range of interactive activities that enhance the participant experience and encourage community members to join and participate. The Dubai Fitness Challenge is scheduled to take place on November 23, 2025, when Sheikh Zayed Road and Sheikh Mohammed bin Rashid Boulevard will transform into exceptional competition arenas, in a world-class spectacle.

On this occasion, Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment , said: “We are delighted to have GMG as a strategic partner for the Dubai Run for the next five years, as we continue to develop the Dubai Fitness Challenge and encourage residents and visitors to adopt a healthier and more active lifestyle. Partnerships with leading business groups and organizations such as GMG are a key element in expanding the initiative’s scope and enhancing its impact. They also provide the community with more opportunities to exercise and engage positively, contributing to achieving the vision of our wise leadership to make Dubai one of the most active and vibrant cities in the world.”

Mohammed Baker, Vice Chairman and CEO of GMG Group, said: “We are proud to renew our strategic partnership with Dubai Festivals and Retail Establishment for the next five years as the strategic partner of the Dubai Run Challenge. The Dubai Fitness Challenge is one of the most anticipated health and wellness events and represents an ideal opportunity to highlight our commitment to making physical activity a way of life in Dubai and beyond. At GMG, we believe in the importance of physical activity to build healthier and happier communities, and over the past years, we have worked to empower various segments of society through innovative events across the city. We look forward to continuing this momentum, contributing to sustainable positive change and supporting the well-being of future generations.”

It’s worth noting that His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defense, and Chairman of the Dubai Executive Council, launched the Dubai Fitness Challenge in 2017 to help make Dubai one of the most active and vibrant cities in the world. The challenge aims to transform the city into a hub of activity and health throughout the month of November of each year, encouraging residents and visitors to engage in 30 minutes of physical activity every day for 30 days.