Marcus Wight, CEO Phar Partnerships, with Stephen Severance, Masdar City Director of Growth, and Bashar Nsheiwat, Head of Middle East PHAR Partnerships at Masdar City in December 2023
PHAR has been appointed by Masdar City, the sustainable urban community in Abu Dhabi, to create a long-term partnership strategy and to develop innovative solutions for brands to activate around Masdar City as the UAE’s ultimate hub for eco-friendly technologies.
Masdar City has embarked upon a journey to help cities become a solution to climate change and PHAR is now inviting companies around the world who share the same commitment to a greener way of living to become official partners of Masdar City and showcase how they are enabling the transformation towards a sustainable future.
As part of their ongoing commitment to telling this story, Masdar City recently staged the Festival during COP28 with TAQA as the Title Sponsor.
Running over two weekends, the Festival spotlighted innovative solutions to climate change as well as showcasing how the UAE is embracing sustainability across its infrastructure and operations. The Festival welcomed both the local Abu Dhabi population as well as drawing interest from COP28 attendees, who could conveniently reach Masdar City from Dubai via complimentary electric buses.
Furthermore, Masdar City is set to soon unveil a range of permanent installations which feature multiple interactive learning zones, informing Masdar City's visitors on certain themes around sustainability, such as the technologies involved in harnessing renewable energies and the future of water treatment.
PHAR is inviting brands to align themselves with these forward-thinking initiatives by becoming an official partner of Masdar City. A partnership would allow a brand to co-curate themed content and draw attention to how they are enabling sustainable living in the cities of tomorrow.
Marcus Wight, CEO, PHAR Partnerships:
“PHAR has become the industry’s leading consultancy for creating brand partnership programmes for visitor destination and cities around the world. We believe passionately that brands have a key role to play in making cities better places to live, work or visit. There could be no better client than Masdar City as they embark on such an exciting stage of their development.”
About Masdar City
Masdar City is a pioneering sustainable urban community, a world-class business and technology hub, and a ‘green-print’ for cities that want to be part of the solution to climate change. With one of the largest clusters of LEED Platinum buildings in the world, we are dedicated to creating a new kind of city, a new way of working and living, and a more sustainable future for everyone.
The Masdar City Free Zone is a diverse, innovative, and ambitious group of over 1,000 organizations that benefit from comprehensive business support as well as the city’s rich ecosystem. Tenants include the International Renewable Energy Agency (IRENA), the UAE Space Agency, Siemens Energy, G42 Healthcare, the Advanced Technology Research Council, several Fortune 500 companies, and the Mohamed bin Zayed University of Artificial Intelligence.
The Masdar City Free Zone also includes The Catalyst, a clean-tech start-up accelerator program powered by both Masdar City and BP.
Masdar City hosts a growing residential community and two generations of autonomous vehicles. Masdar Capital Management Limited established the Masdar Green REIT, a real estate investment trust dedicated to investing in sustainable real estate assets, with a primary focus in Masdar City. Currently the Masdar Green REIT’s portfolio is valued at USD 767 million.
