Object 1 Partners with Nottingham Forest Football Club: A Global Collaboration Uniting Real Estate and Sport
In a groundbreaking move that blends world-class sport with visionary real estate, Object 1 — one of Dubai’s fastest-growing and award-winning developers — has announced a global partnership with Nottingham Forest Football Club. The collaboration, running throughout the 2025–26 season, marks a milestone for both organizations, positioning Object 1 as a global player while amplifying Dubai’s prominence as an international real estate hub.
A Dynamic Alliance Between Football and Real Estate
The partnership comes at a time of extraordinary growth for both entities. Nottingham Forest, competing in the Europa League for the first time in three decades, embodies a spirit of legacy and resurgence. Meanwhile, Object 1 continues to expand its design-led real estate portfolio across Dubai, establishing itself as one of the city’s top ten developers. Together, they aim to craft creative campaigns that celebrate innovation, excellence, and community — values central to both brands.
This collaboration will feature joint marketing initiatives, digital storytelling, and global campaigns that highlight Object 1’s cutting-edge developments across Dubai’s most vibrant neighborhoods. The alliance also strengthens the connection between Dubai’s rapidly evolving real estate sector and the passion that football ignites across millions of fans worldwide.
Object 1: Redefining Urban Living in Dubai
Part of the international TSZ Group, Object 1 has quickly risen to prominence as a design-driven, people-focused developer. Its projects stand out for their conceptual architecture, sustainability, and smart-living innovations. The company’s developments span nine districts across Dubai — from thriving, family-friendly areas like Jumeirah Village Circle to dynamic hubs such as Dubai Hills Estate and Business Bay. With an eye toward the future, Object 1 also plans to expand operations into Abu Dhabi, further cementing its reputation as a leading real estate innovator in the UAE.
Chairman and Founder Egor Maslennikov expressed enthusiasm about the collaboration:
“We are super excited to team up with Nottingham Forest, a club of such high calibre. We look at this partnership with great optimism and believe it’s just the beginning. Together, we aim to set new benchmarks, drive innovation, and create lasting value for people. For Object 1, this collaboration reflects our vision of aligning with global icons that share our passion for excellence and our commitment to building vibrant, forward-looking communities.”
Nottingham Forest Welcomes Object 1 to the Global Stage
Lina Souloukou, Chief Executive Officer of Nottingham Forest, praised the partnership as a perfect alignment of vision and values:
“Object 1 is an exciting challenger brand within Dubai’s real estate sector, deeply passionate about delivering sustainable and high-quality developments. Our values align strongly, and we’re thrilled to welcome another internationally renowned brand to the Forest family.”
The collaboration gives Object 1 visibility across Nottingham Forest’s extensive global fan base, reaching millions of football enthusiasts through stadium branding, digital media, and special events throughout the season. It also highlights Dubai’s global connectivity and growing role as a bridge between sports, culture, and commerce.
Shared Values: Innovation, Community, and Excellence
Football’s massive popularity in the Middle East, particularly in the UAE, where it’s more than a sport but a way of life, adds special resonance to this partnership. As the region continues to host global sporting events and develop its domestic leagues, Object 1’s collaboration with Nottingham Forest symbolizes the UAE’s fusion of ambition, cultural diversity, and forward-thinking development.
The partnership will focus on initiatives that extend beyond traditional sponsorships — including community programs, youth engagement, and sustainability-driven campaigns. Both organizations have committed to creating long-term value, with activations that celebrate innovation, teamwork, and global inclusivity.
Uniting Two Worlds: Football and Future Living
This alliance embodies the shared ambition of two forward-looking entities:
Object 1, reshaping Dubai’s urban lifestyle with modern, functional, and aesthetically striking developments; and Nottingham Forest, an iconic club with a global fan base and a legacy of sporting excellence. The collaboration promises not only international exposure but also meaningful community engagement — merging the excitement of football with Dubai’s vision for sustainable, human-centered urban growth.
Final Word
As Dubai continues to attract global attention for its architectural innovation and cultural diversity, Object 1’s partnership with Nottingham Forest further underscores the emirate’s role as a hub where global icons meet. This is more than a marketing collaboration — it’s a cultural bridge between the worlds of sport, design, and development, symbolizing how ambition and creativity can transcend industries.
Discover more Dubai developments from visionary creators like Object 1 and explore the city’s most vibrant investment destinations, including Downtown Dubai, JVC, and Dubai Marina.
