ABU DHABI: The UAE Jiu-Jitsu Federation (UAEJJF) and I-Friends Sport, a subsidiary of the television production firm I-Friends Culture and Media, are partnering to produce an Arabic drama series that will highlight the sport of jiu-jitsu and the benefits its values have on society.
The signing of the partnership by the sport’s governing body in the emirates and the media firm took place at the federation’s headquarters in Abu Dhabi in the presence of UAEJJF General Secretary Fahad Al Shamsi and I-Friends Culture and Media General Manager Amr Mostafa Kamel.
“The media have always been a key vehicle to promote the sport of jiu-jitsu in the community through both sporting events and wider initiatives,” Al-Shamsi, said. “Today’s MoU signing elevates our efforts in embracing technology to raise awareness of the values of our beloved sport. This drama series will offer viewers a new experience and a different view of jiu-jitsu and the role it plays beyond the mat. Our partnership with I-Friends Culture and Media is a result of a common vision and goals in promoting positive values and healthy living.
“We look forward to working with the I-Friends team on this project and engaging jiu-jitsu coaches and players to reflect the true nature of the sport,” he added.
Commenting on the feature format of the show, Kamel said: “Drama plays an important role in promoting values and ideas, and the popularity of Arabic drama series has grown, reaching viewers from all the Arab world. The partnership with the UAEJJF will allow us to use our expertise in the field of drama production and present the sport of jiu-jitsu and its values.”
“Sports drama has always been a great success around the world, whether dealing with the lives of athletes or the history of sports,” he added. “We are confident that our cooperation with the UAEJJF will help project the jiu-jitsu sport forward and engage new audiences.”
Further details on the name of the series, where it will be streamed and how viewers can access the content will be revealed in the coming weeks, and the show will be broadcast primarily in UAE and Egypt, to reflect the growth of the sport among athletes from different countries.