7 A-list celebrities who are brand ambassadors in the Middle East

Penelope Cruz, Jason Momoa, Sofia Vergara are the new face of home-grown brands in the UAE and Saudi Arabia respectively

by Marisha Singh

May 27, 2023

Image credit: Instagram/prideofgypsies/leomessi/iamsrk/deepikapadukone/sofiavergara

While the UAE led the Middle East region in signing up Hollywood stars as ambassadors for its flagship brands, other countries like Qatar and Saudi Arabia have recently followed suit. In recent months, Aquaman star Jason Momoa, Modern Family’s Sofia Vergara, Pathaan actress Deepika Padukone, global football icons Lionel Messi and David Beckham have featured in slick ads endorsing brands and destinations.

The logic goes that a popular, loved face brings in a range of advantages. Endorsements provide visibility, lend mass appeal as well as leverage the celebrity’s social media followings to generate an engaged and devoted audience.

The UAE has been recruiting Hollywood star power since 2015. Jennifer Aniston and Chris Hemsworth had previously teamed up with Emirates Airline, while Nicole Kidman was brand ambassador for Etihad Airways. Dubai has also produced mini tourism movies starring Zac Efron, Jessica Alba and Gwyneth Paltrow.

Brands and their ambassadors

Here’s a look at the celebrity line-up that business houses in the Middle East have brought in recently and the star’s social media follower count.

Penelop Cruz the new face of Emirates Airlines

The UAE flag carrier Emirates has signed Hollywood actress Penelope Cruz as the new face of its global advertising campaign. Cruz is set to feature in a series of video campaigns directed by Robert Stromberg. The ads will be telecast in English and Spanish on TV and digital channels. Cruz has visited Dubai on multiple occasions, most recently for Chanel’s cruise 2021-22 replica show. Instagram: 6.6 million

Source: Penelope Cruz. Image credit: penelopecruzoficial

Jason Momoa for Yas Island

The Fast X star is the newest ‘chief island officer’ for Abu Dhabi’s Yas Island. Momoa follows in the footsteps of comedian and actor Kevin Hart who was the face of the brand until 2022. Momoa has appeared in a series of videos for Yas Island as the 'CIO'. Instagram followers: 17.2 million

Source: Jason Momoa. Image credit: Instagram/prideofgypsies

Sofia Vergara for VIA Riyadh

The former judge of America’s Got Talent was one of Hollywood’s highest paid actress until 2020. She is currently the face of VIA Riyadh, a luxury lifestyle destination located in Saudi Arabia’s capital. The entertainment hub opened its doors on May 11. Vergara’s video showcasing VIA Riyadh has racked up 3.7 million views on Twitter. Instagram: 29.4 million

Source: Sofia Vergara. Image credit: Instagram/sofiavergara

Lionel Messi is Saudi Arabia's tourism ambassador

The Saudi Tourism Authority roped in the Argentinian football star in 2022 as the kingdom’s tourism ambassador to build the country’s profile as a family holiday destination. The global sporting icon is reportedly being paid $30m dollars as part of the endorsement deal. Messi has previously been the global brand ambassador for Expo 2020. Instagram: 463 million

Source: Lionel Messi. Image credit: Instagram/leomessi

David Beckham signed by Qatar

The former England captain signed on as Qatar’s country ambassador before the 2022 FIFA World Cup. The deal was initially estimated to be $180m but recent reports peg it at $15m a year for three years with an option to extend. Instagram: 79.2 million

Source: David Beckham. Image credit: Instagram/davidbeckham

Shah Rukh Khan signs up with Burjeel Holdings

The Bollywood megastar is now the face of regional healthcare operator Burjeel Holdings. He has signed up with them for a multi-platform campaign. Khan has previously been the face of Dubai tourism. Instagram: 38.4 million

Source: Shah Rukh Khan. Image credit: Instagram/iamsrk

Deepika Padukone for Qatar Airways

Qatar Airways announced their partnership with the Indian superstar at the start of 2023. Padukone has been brought on as the airline’s Global Brand Ambassador. The actor was also given the honour of unveiling the 2022 FIFA World Cup trophy at the Lusail Stadium along with former Spanish footballer Iker Casillas courtesy her partnership with French fashion house Louis Vuitton. Instagram: 74.1 million

Source: Deepika Padukone. Image credit: Instagram/deepikapadukone