Dubai Culture and Arts Authority (Dubai Culture) and Italian football club AC Milan have unveiled a collaborative artwork by Emirati artist Fatima Al Kaabi to celebrate Eid Al-Adha, highlighting the intersection of cultural heritage, contemporary design, and global sports branding.
The initiative forms part of Dubai Culture’s ‘Eid in Dubai’ campaign under the ‘Season of Wulfa’, a programme designed to strengthen community connections, celebrate Emirati traditions, and promote shared social values during the festive period.
At the centre of the collaboration is a specially commissioned Eid greeting card that merges AC Milan’s iconic Rossoneri visual identity with the geometric patterns of Al Sadu, the traditional Emirati weaving practice recognised by UNESCO as Intangible Cultural Heritage. As a result, the artwork creates a dialogue between international football culture and the UAE’s rich craft traditions.
The design incorporates AC Milan’s signature red, black, and white colour palette while drawing inspiration from local landscapes, cultural symbols, and Emirati artistic heritage. Furthermore, the project showcases how traditional visual languages can be reinterpreted through contemporary design to engage diverse audiences.
Celebrating Emirati Creativity Through Global Partnerships
The collaboration aligns with Dubai Culture’s wider strategy to preserve and promote local heritage while providing Emirati artists with opportunities to present their work on international platforms. Consequently, the project positions contemporary design as a tool for cultural exchange and creative diplomacy.
By featuring the artwork across AC Milan’s official communication and digital channels, the initiative extends its reach to millions of football supporters worldwide. The campaign also introduces global audiences to elements of Emirati visual culture through a format that combines sport, art, and storytelling.
Cultural Heritage Meets International Sports Branding
Since establishing its regional headquarters, Casa Milan Dubai, in 2023, AC Milan has expanded its presence across the Middle East through a series of cultural and sporting initiatives. The club currently engages with a regional fan base of more than 11 million followers, making the partnership a significant platform for showcasing UAE creative talent.
Moreover, the collaboration reflects a growing trend in which cultural institutions and international sports organisations work together to create projects that connect heritage with contemporary audiences. Through Fatima Al Kaabi’s design, traditional Al Sadu motifs gain new visibility within a global context while reinforcing the role of art and design in celebrating cultural identity during major community occasions.
The Eid Al-Adha artwork will be featured across AC Milan’s global digital ecosystem throughout the holiday period, bringing Emirati creativity and heritage to audiences across the Middle East and beyond.