Some careers begin with a clear plan, while others grow through moments that slowly connect passion with opportunity. For Mohammad Akkawi, the path into global sports communications was shaped by a deep love for storytelling and an even deeper connection to sport and entertainment.
From packed arenas in Abu Dhabi to iconic tournaments in Europe and North America, his work has consistently lived at the intersection of live sport and global storytelling. Over the years, he has contributed to some of the most recognisable sporting and entertainment events in the world, helping shape how audiences experience them through media, communications, and narrative.
What stands out in his journey is not just the scale of events, but the consistency of purpose. Whether it is basketball, football, tennis, combat sports, or large scale entertainment productions, the goal has remained the same: to connect audiences to moments that matter.
The defining experience at UFC Fight Island
One of the most defining chapters of his career came during the global uncertainty of the COVID 19 period. Sport, like much of the world, was facing disruption, yet innovation created new possibilities. One of those was UFC Fight Island in Abu Dhabi.
Working with Action Global Communications, Mohammad Akkawi became part of a team supporting international communications for the Return to UFC Fight Island and the UFC Fight Island Triple Header. The assignment required long days, close coordination, and complete focus on delivering messaging for a global audience watching under unprecedented circumstances.
He spent several weeks on Yas Island, fully embedded in the environment where sport, media, and safety protocols came together in a highly controlled global production. It was not just another event assignment. It was a moment that carried weight across the entire sports industry.
The experience reinforced a belief that had been growing for years. Sport is not only about competition. It is about storytelling, resilience, and global connection. Being part of a project that reached audiences worldwide during such a sensitive period shaped his understanding of the responsibility that comes with communications in major sporting events.
A portfolio built across global sporting stages
Following that defining experience, Mohammad Akkawi continued to work across a growing list of international events, each adding a new layer to his understanding of sports communications.
His work has included major properties such as the NBA Abu Dhabi Games, where basketball meets an expanding global audience in the Middle East. He has also contributed to the Dubai Duty Free Tennis Championships, a tournament known for attracting some of the world’s top tennis players and international attention.
Football has also played a major role in his journey, with involvement in the FIFA Club World Cup and the Globe Soccer Awards, both of which bring together elite talent and global audiences in the region.
Combat sports and martial arts have remained central as well, through projects like Matchroom Boxing events and competitions hosted by the UAE Jiu Jitsu Federation, where discipline and performance meet growing international interest.
Endurance sport has been part of the story too, particularly through the ADNOC Abu Dhabi Marathon, an event that brings together elite athletes and community runners in a celebration of determination and fitness.
Beyond sport, his experience extends into entertainment and culture driven experiences. He has worked around Formula 1 drivers and major lifestyle activations such as F1 after race concerts and Saadiyat Nights, where music and performance create a festival atmosphere. He has also been involved in global stage productions including The Lion King, Hamilton, and Monster Jam, each offering a different lens on audience engagement and live storytelling.
Across all of these experiences, one theme remains consistent. Each event is not just a standalone moment. It is part of a larger global narrative that connects audiences across borders.
A full circle moment in Toronto
Among the many highlights of his career, one experience stands out for its personal meaning. Covering the NBA playoffs in Toronto while writing for leading newspapers in the Middle East marked a significant milestone.
As someone who grew up with a strong passion for basketball, reporting from one of the sport’s biggest stages created a sense of full circle achievement. It was not just about observing the game. It was about translating its intensity, atmosphere, and emotion for audiences thousands of miles away.
The experience combined personal passion with professional storytelling in a way that felt deeply aligned. It reinforced why sports communications mattered to him. It was not only about access or coverage. It was about connection, between the game, the players, and the fans who follow every moment.
Current focus in global communications
Today, Mohammad Akkawi continues to work in the field of global sports and entertainment communications, focusing on integrated campaigns that bring together media relations, storytelling, and audience engagement.
His role involves shaping narratives that support major international events and platforms, ensuring that messaging is consistent, engaging, and aligned with global audiences. The work requires balancing creativity with strategy, especially in an environment where content moves quickly and audiences are highly connected.
This focus is also aligned with a long term ambition. The goal is to eventually lead global communications strategies for major international events, where storytelling is not only supportive but central to how audiences experience sport and entertainment.
The importance of teamwork and collaboration
Across every project and every event, one lesson has remained constant. Teamwork is the foundation of success.
Working on global campaigns brings together people from different backgrounds, cultures, and disciplines. Each project depends on coordination, trust, and the ability to listen as much as lead. Mohammad Akkawi often reflects on how collaboration brings out stronger ideas and better execution.
He approaches every assignment as a shared effort. Rather than focusing on individual contribution alone, he values the collective energy that drives campaigns forward. This mindset has helped him grow in environments where timing is critical and expectations are high.
For him, the strongest campaigns are not built in isolation. They are built through open communication, shared goals, and a willingness to learn from others.
Looking ahead with purpose and creativity
As he looks toward the future, Mohammad Akkawi aims to continue delivering creative and innovative campaigns that elevate how global sports and entertainment events are experienced.
His ambition is not only to work on large scale events but to shape how those events are remembered. The focus is on creating meaningful engagement that connects sport, culture, and destination in a way that lasts beyond the final whistle or closing ceremony.
He wants his work to be remembered for storytelling that captures attention while also leaving an impact on brands, audiences, and host cities. In a world where content is everywhere, the challenge is to create meaning that stays with people.
When reflecting on his journey, he also keeps a grounded perspective. Looking back, there is no desire to rewrite the past. Every stage has contributed to growth, even the challenging ones.
There is a simple philosophy that guides him forward. Stay patient, trust the process, and embrace every opportunity, especially the ones that push you outside your comfort zone. Growth, as he has learned, often comes from those moments.
And while he jokes about buying Bitcoin when thinking about what he would tell his younger self, the real message is much simpler. Every step, whether planned or unexpected, has value when it is part of a larger journey.
For Mohammad Akkawi, that journey continues to evolve across stadiums, arenas, festivals, and global platforms. At its core, it remains rooted in one belief. Sport and storytelling together have the power to connect the world in ways few other things can.
Do follow him on Instagram.
Read more-UAE New Visa Rules 2026 Are Transforming Expat Opportunities
Aditi Goyal is a Relationship Manager at UAE Stories, based in Dubai, with over a year of experience in connecting people and narratives. She focuses on business, real estate, lifestyle, startups, and human stories, bringing each profile to life with clarity and purpose. Aditi believes every journey has value, and her work reflects a genuine effort to highlight growth, resilience, and real experiences. Through her contributions, she aims to create meaningful content that informs, inspires, and builds strong connections with readers.
