Background
Startup Works, a UAE‑based platform that helps entrepreneurs and businesses with setup and support services, held a press conference and signing ceremony at Aspin Commercial Tower on Sheikh Zayed Road in Dubai. During this event the company announced that Indian film actor Asif Ali is now its official brand ambassador. The ceremony was attended by business leaders, media representatives and other stakeholders and marked a major milestone for both Startup Works and its parent company, Emirates First Group.
Asif Ali’s Role
As part of the ceremony, Asif Ali formally signed on as brand ambassador for Startup Works. The partnership is aimed at encouraging the next generation of founders, business owners and professionals across the region. Speaking to the media, Asif Ali said he was excited about the collaboration and highlighted the importance of entrepreneurship in creating opportunities for people from diverse backgrounds. He noted that he wants to support initiatives that empower aspiring business owners and entrepreneurs.
New “My Team” Division
Startup Works used the event to launch My Team, a new division designed to provide integrated support for entrepreneurs. My Team will offer services such as human‑resources support, finance and budgeting assistance, accounting, compliance, general business support and strategic consulting. The goal is to give small businesses and start‑ups a centralised support system so they don’t have to coordinate with multiple service providers for their daily operations. Company representatives explained that My Team will expand Startup Works’ services beyond business setup, helping clients with long‑term growth and management.
Emirates First Rebranding and Anniversary
Another highlight of the event was the unveiling of a new logo and corporate identity for Emirates First Group by Asif Ali and entrepreneur Faisal Malabar. According to company leaders, the updated branding signals Emirates First’s evolution from a firm focused mainly on company formation to a wider ecosystem supporting start‑ups, small and medium‑sized enterprises, investors and growing businesses across the UAE. The new identity is intended to convey innovation, trust, business growth and the company’s long‑term vision while retaining the values that have made Emirates First a recognized name in the business services sector.
The event also marked the start of Emirates First’s tenth‑anniversary celebrations. Over the past decade, the group has assisted more than 35,000 clients in establishing and expanding their ventures in the UAE. Founder and CEO Jamad Usman noted that the new branding reflects both the company’s achievements and its forward‑looking goals. He emphasised that, through Startup Works, My Team and a growing ecosystem, Emirates First aims to deliver even more value to entrepreneurs in the UAE and beyond. Future plans will focus on entrepreneur education, business enablement and integrated support solutions to meet the evolving needs of modern businesses.
Attendance
The signing ceremony was attended by Jamad Usman (founder and CEO of Emirates First Group), Sajeer (executive director), Hijab Abdulla (director of operations at Startup Works), Asif Ali (brand ambassador) and Faisal Malabar (businessman and philanthropist).
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