Press Release – Al Maha Partnership
Reed Smith Partners with UAE Al Maha
’ Emirati Female Rugby Team
United Arab Emirates Rugby Federation, under the leadership of Sheikh Mohammed bin Maktoum bin Juma Al Maktoum, Chairman of UAE Rugby Federation, a new partnership unveiled nurturing the leading role of the Emirati female rugby players in sport.
Reed Smith today announced that it is partnering with
the UAE Al Maha ’ Emirati Female Rugby Development Programme, which seeks to mentor and encourage Emirati female participation in the sport. Reed Smith’s partnership with the Al Maha team aims to develop pathways between the game of Rugby and business through providing mentorship to the players.
The three-year partnership will be focused on creating a community of mentors to empower Emirati women. While females continue to be under-represented in sport and especially in leadership roles, Reed Smith stands behind initiatives such as the Al Maha
’ Emirati Female Rugby Development Programme and promote women in ‘non-traditional’ female sports.
Reed Smith’s Middle East Office Managing Partner, Sachin Kerur stated, “The Al Maha all-female rugby team represents more than just a sports team, they embody a new generation of leaders and on an even bigger scale, an opportunity to redefine femininity through the lens of sport. At Reed Smith, driving progress and change for the good is at the heart of what we do. We are so proud to support this initiative and look forward to growing our partnership with the team”.
The programme challenges gender norms and stereotypes around the participation of women in sport through empowering these women as players and competitive athletes. However, it goes beyond this as the programme also aims to develop the players as young leaders.
This initiative is backed by UAE Rugby Federation’s Player Pathway Programme (PPP). PPP aims to bring the sport, and sportsmanship of rugby to school-aged Emirati children across the Emirates, and also acts as an important tool to identify and encourage female rugby talent to pursue the sport.
The sponsorship will support Reed Smith’s diversity and inclusiveness (D&I) program and initiatives including #SeeHer movement. Launched in 2016, #SeeHer’s goal is to increase accurate portrayals of women and girls in U.S. advertising and media by 20 percent by 2020, the 100th anniversary of women in the U.S. winning the right to vote. Reed Smith supported the #SeeHer movement globally with an innovative online and social media “Spotlight Series” that highlighted women’s leadership roles and successes in the firm.
We believe that in the same way diversity across business, particularly at the management level, brings a breadth of perspective and better decision-making, diversity in sport can enhance the performance and effectiveness of teams on the sporting field.