The Dubai World Cup has announced a landmark partnership with the international restaurant group Zuma, in a move that underlines how elite sport is increasingly entwined with global luxury brands.
Organisers confirmed on Monday that Zuma will curate and host the Royal Enclosure at Meydan Racecourse for the 30th running of the world’s richest race day, due to take place on 28 March 2026. The collaboration will see the Japanese-inspired restaurant brand take over one of the most exclusive spaces at the course, offering a bespoke dining experience alongside premium race viewing.
Dubai Racing Club described the partnership as the first time a globally recognised restaurant group has been given full control of a flagship enclosure at the World Cup, framing it as a “redefinition” of VIP hospitality in international horseracing.
Guests in what will be known as the Royal Enclosure Majlis by Zuma will be offered private chauffeur access, exclusive entry via the Royal Enclosure Bridge and direct access to the parade ring and saddling garden. The experience, which includes free-flowing premium beverages and a menu designed specifically for the event, will be priced at AED 22,000 per person.
Zuma, founded in London in 2002, has become one of the most recognisable names in high-end dining, with nearly 30 locations worldwide, including long-established outposts in Dubai, New York and Hong Kong. Its expansion into the Royal Enclosure reflects the growing overlap between luxury hospitality and major sporting events, particularly in the Gulf.
Ali Al Ali, chief executive of Dubai Racing Club, said the collaboration was intended to set a new international standard for race-day hospitality. “To partner with such an influential brand for the Dubai World Cup’s 30th anniversary is transformational,” he said. “Together, we are creating an experience that sets a new benchmark for race-day luxury.”
Zuma’s managing director for the Middle East and Turkey, David Smyczek, said the restaurant group was “honoured” to be part of one of Dubai’s flagship cultural events, describing the World Cup as “a global stage”.
The Dubai World Cup, first staged in 1996, has long positioned itself as both a sporting and social showcase. With total prize money of $30.5m across nine races, it is a cornerstone of Dubai’s international sporting calendar, attracting owners, trainers and guests from around the world.
The decision to hand a prominent enclosure to a restaurant brand highlights a broader shift in how prestige sporting events are marketed, with curated lifestyle experiences increasingly prioritised alongside the competition itself.
Tickets for the Royal Enclosure Majlis by Zuma are now on sale through the Dubai Racing Club website.
