Norane Ismail
Commercial & Sponsorship Leader
Summary
Partnerships and commercial development expert with 13+ years of experience leading global brand alliances across sport, culture, wellness, and tourism. Proven track record of doubling revenue within two years, closing high-impact deals with global brands and governments, and shaping commercial strategies that transform destinations into cultural and economic landmarks. Experienced in leading partnerships strategies for large-scale destination projects aligned with national transformation goals, including AlUla Moments and Saudi sport and lifestyle mega-events.
Overview
17
17
years of professional experience
3
3
Languages
Work History
Head of Brand Partnerships & Sponsorship
Royal Commission for AlUla
01.2023 - Current
- Leading the full brand partnerships strategy for AlUla Moments a flagship multi-event platform under Vision 2030.
- Increased sponsorship revenue by 100% in 2 years through targeted partner engagement and tiered rights packaging.
- Led the development of large scale partnerships pipeline and closed multi-million riyal deals with global brands
- Achieved 85%+ rights delivery and a minimum 2.5X ROI for partners.
- Positioned AlUla as a global lifestyle destination via immersive cultural brand activations.
Portfolio Director – Sports & Esports
EXTREME International
12.2020 - 12.2022
- Developed and executed commercial strategy for sports and esports in KSA, increasing pipeline by 30% and securing key government and brand partnerships.
- Represented international IPs (FISE World Series, McLaren Esports, Triathlon World Series, etc.) for market entry in Saudi Arabia and the wider GCC.
- Led sponsorship proposals, negotiations, and stakeholder alignment across private and public sectors, including sports federations and entertainment commissions.
Global Partnerships & Business Development Manager
FISE World Series
08.2017 - 09.2019
- Oversaw international expansion of the FISE World Series through host city partnerships and commercial deals.
- Secured city contracts with Jeddah and Al Ahsa Oasis, bringing action sports to Saudi Arabia for the first time and attracting 150,000+ spectators.
- Managed cross-functional delivery teams across 100+ members, ensuring seamless execution and alignment with city authorities and brand partners.
- Built commercial pipeline across APAC and MENA for future host cities and new action sports facilities.
Senior Manager – Sports Marketing (Football)
Adidas HQ
10.2016 - 07.2017
- Worked with Adidas Global Footbal sports marketing team to develop football sponsorship asset evaluation frameworks for clubs, federations, and players to maximize ROI.
- Oversaw the coordinated approach to implement 10 brand activations and community tournaments (Tango League) across major European cities
Marketing Manager
Nike Egypt
09.2012 - 07.2015
- Delivered 40+ seasonal campaigns across retail, events, influencer, and digital channels.
- Managed football sponsorships from scouting to activation.
- Oversaw the opening and concept development of Nike's flagship store – the largest in Africa.
- Awarded Brand Team of the Year (2015).
On-site Marketing Executive
Red Bull
06.2008 - 11.2011
- Delivered high-impact events including Red Bull X-Fighters by the Pyramids.
- Recognized as Employee of the Month for event execution success.
Education
FIFA Master - International MA in Management, Law & Humanities of Sport
De Montfort University
BBA - Marketing & International Business
Modern Sciences & Arts University
Sports Management Diploma - Sports Management
CIES/FIFA
Skills
- Strategic Sponsorship & Partnership Structuring
- Destination & Giga Project Commercialization
- Rights Packaging, Pricing, and Delivery
- Creative Activations & Experience Economy
- Pipeline Development & Global Negotiation
Certifications And Skills
- International Diploma in Sports Management – FIFA & CIES
- Strategic Sponsorship & Partnership Structuring
- Destination & Giga Project Commercialization
- Rights Packaging, Pricing, and Delivery
- Creative Activations & Experience Economy
- Pipeline Development & Global Negotiation
Timeline
Head of Brand Partnerships & Sponsorship
Royal Commission for AlUla
01.2023 - Current
Portfolio Director – Sports & Esports
EXTREME International
12.2020 - 12.2022
Global Partnerships & Business Development Manager
FISE World Series
08.2017 - 09.2019
Senior Manager – Sports Marketing (Football)
Adidas HQ
10.2016 - 07.2017
Marketing Manager
Nike Egypt
09.2012 - 07.2015
On-site Marketing Executive
Red Bull
06.2008 - 11.2011
FIFA Master - International MA in Management, Law & Humanities of Sport
De Montfort University
BBA - Marketing & International Business
Modern Sciences & Arts University
Sports Management Diploma - Sports Management
CIES/FIFA
Similar Profiles
Majed AlbalawiMajed Albalawi
Training & Engagement Lead at Royal Commission for AlUla | Film ALUlaTraining & Engagement Lead at Royal Commission for AlUla | Film ALUla
Salem AlammariSalem Alammari
DMM Sector Planning & Performance Specialist at Royal Commission for AlUlaDMM Sector Planning & Performance Specialist at Royal Commission for AlUla
Asma Abdullah Bin HamedAsma Abdullah Bin Hamed
Administrative Management specialist at Royal Commission of AlUlaAdministrative Management specialist at Royal Commission of AlUla
Emad AlbalawiEmad Albalawi
Tour Guide & Organizer at Royal Commission for AlUla GovernorateTour Guide & Organizer at Royal Commission for AlUla Governorate
Rebecca LefkowitzRebecca Lefkowitz
Head of Sponsorship & Strategy, Integrated Brand Partnerships at RokuHead of Sponsorship & Strategy, Integrated Brand Partnerships at Roku