We Are Lace.
Tying sports, athletes and brands into one ecosystem.
The sports marketing and commercial practice of Hadaf Global, connecting sport and brands across Qatar and the GCC.
Everything Sport Needs.
Under One Roof.
Three integrated service pillars designed to connect athletes, brands, and opportunities throughout Qatar and the wider GCC.
Athlete Brand Partnerships
We work with athletes to build commercial value around who they are, not just how they perform. Brand positioning, partnership strategy, sponsor introductions, and the content that makes an athlete worth partnering with.
Media Services
Photography, video, social content and campaign production built for the way sport is actually consumed. Strategy, shoot, edit, publish. Arabic and English.
Sports Commercialization
Sponsorship packaging, rights structuring, naming rights, and commercial strategy for clubs, federations, venues and events. We find the value in an asset and build the case that sells it.
Unlocking Opportunities Through Sport.
Brand partnerships, content, event strategy and commercial planning, engineered together so athletes grow, brands connect, and organisations unlock long-term value.
Lace Up The
Future Of Sport
Lace is the sports marketing and commercial practice of Hadaf Global, immersed in Qatar's sporting landscape. Our team brings first-hand experience as former athletes and professionals across football, rugby and basketball, and in commercial partnerships across the region. That blend of sporting knowledge and business expertise lets us bridge the gap between athletes, brands, sporting organisations, and commercial opportunity.
Through brand partnerships, content, event strategy and commercial planning, we are building a connected sports ecosystem that supports the growth of sport in Qatar, guided by the country's long-term ambitions for it.
A sports ecosystem in Qatar where athletes build lasting commercial value, brands find real cultural relevance, and organisations turn sporting assets into sustainable revenue.
To connect the people, brands and organisations of Qatari sport, and to give every athlete we work with a commercial platform that outlasts their playing career.
What Drives Us
Connectivity
Bridging athletes, brands, and opportunities across the regional sports ecosystem.
Creativity
Content-first, athlete-first thinking in everything we create.
Contribution
Supporting the growth of sport in Qatar, guided by the country's long-term ambitions for it.
Part Of
Hadaf Global
Institutional foundations. Senior oversight. Commercial focus.
Lace is the sports marketing and commercial practice of Hadaf Global Management Consultancy, a Doha-based advisory firm working in sport strategy, development and legacy. Lace brings that institutional standard to commercial sport: senior accountability on every mandate, and a long view on what the work leaves behind.
One Ecosystem.
Endless Opportunities.
Let's Create Value
On And Off
The Field.
Whether you're an athlete building a brand, a brand looking to connect with sport, or an organisation planning an event, we can help.