- e& brand achieved a AAA rating, with a brand strength score of 84.6
- e& ranked among the top 10 Most Valuable Telecom Brands globally.
- e&’s brand portfolio and investment value surpassed US$ 20 billion in 2025
- e& Group CEO named "Telecom Guardian of the Year" for the third year in a row
e&, a global technology company, has achieved exceptional brand value growth this year and is ranked by Brand Finance as the “World’s Fastest Growing Brand” in their Global 500 Brand 2025 report released earlier today during World Economic Forum at Davos. This recognition reflects a remarkable eight-fold increase in brand value versus last year, reaching an all-time high brand value of USD15.3 billion for e& as a standalone brand.
This success is the culmination of a three-year transformation journey, during which e& consolidated its historic “Etisalat” brand under a unified identity.
The significant increase of e&’s brand portfolio and investment value in the 2025 report was driven by growth in investments and portfolio exceeding USD 20 billion, including but not limited to PTCL (Pakistan), Mobily (Saudi Arabia), and the acquisition of a controlling stake (50 per cent plus one economic share) in the service and infrastructure companies of PPF Telecom Group. Furthermore, this growth was strengthened by the integration of the historic Etisalat brand and an organic year-on-year growth for e& of 13 per cent on a consolidated basis. e& also received a Brand Strength Index (BSI) rating of AAA, with a score of 84.6 out of 100.
In addition, e&’s high-profile partnerships, including a 15-year collaboration with Manchester City Football Club and its role as a founding partner of the Formula 1® Etihad Airways Abu Dhabi Grand Prix, have brought the brand to global audiences, enhancing its visibility and strengthening its position as a leader in innovation and technology.
The brand’s call to ‘Go for More’
The e& brand, introduced as part of the group’s strategic transformation, reflects a forward-looking vision that transcends traditional telecommunications. Though relatively young, it has quickly established itself as a technology powerhouse, housing five distinct business verticals that drive its growth and innovation. Last year’s Brand Finance Global 500 report ranked both the e& and ‘etisalat by e&’ brands, with the latter now fully absorbed into e&, significantly enhancing its position and overall brand portfolio value in the rankings, which soared 700 per cent year-on-year.
Since unveiling its new brand identity in 2022, e& has quickly redefined what it means to deliver value to customers worldwide. Through its inspiring “Go for More” brand positioning, the global technology group highlights a dynamic portfolio that spans connectivity, digital services, entertainment, fintech, and enterprise solutions. Brands like e& UAE, Mobily KSA, and e& PPF Telecom provide cutting-edge connectivity, while platforms such as STARZPLAY, Charge&Go, and e& money simplify and enrich everyday life.
With a focus on empowering individuals, businesses, and communities across 38 countries, e& has built a powerful ecosystem designed to inspire growth, enable innovation, and create opportunities for a brighter, more connected future.
A brand of global significance
e& is also ranked among the Top 10 Most Valuable Telecom Brands globally according to the Global 500 Brand 2025 report. The company has consistently received recognition in its home market, including from Kantar BrandZ, which named it the most valuable brand in the UAE in November 2024.
The Global 500 2025 report again recognised Hatem Dowidar as the "Telecom Guardian of the Year" for the third consecutive year. In the 2025 rankings, he achieved an overall position of 39th and secured the number one spot in the telecom sector.
As the world’s leading brand valuation consultancy, Brand Finance has bridged the gap between marketing and finance for more than 25 years. It evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports that rank brands across all sectors and countries.
New 24-hour channel delivers safe, educational content designed to inspire and support early childhood development
evision, the media and entertainment arm of e& has launched ‘Bloom’ – a dedicated proprietary preschool TV channel that delivers safe, high-quality educational content tailored for children between the ages of 2 and 5. The channel is now available to UAE audiences from e&, broadcasting 24 hours a day in both English and Arabic and soon to be rolled out across the Middle East and North Africa (MENA) region.
The launch of the channel was marked by a special event, held at the iconic Museum of the Future in Dubai. The event brought together industry leaders to discuss the evolving landscape of children's media and the role of Bloom in fostering early childhood development.
Developed to meet the growing demand for preschool programming that not only entertains but also stimulates early learning in a secure environment, Bloom offers families and caregivers a trusted platform that prioritises children’s safety while supporting their cognitive, emotional and social growth. Through engaging and age-appropriate storytelling, the channel delivers inclusive and meaningful content designed to spark curiosity, creativity and confidence among young viewers.
Olivier Bramly, CEO, evision, said: "Our decision to launch a new preschool channel stems from a keen observation of the shifting media landscape. While traditional linear TV faces disruption, the demand for high-quality, age-appropriate content for preschoolers continues to grow globally, TAM UAE data mirrors this trend, highlighting a surge in kids' content consumption among preschool audiences. By introducing our new proprietary channel across the MENA region, we are not only addressing this demand but also reinforcing evision's commitment to being the premier source of family entertainment. This addition to our proprietary channel lineup solidifies our position as a leader in delivering quality content tailored to our audience's evolving needs."
Scientific research has shown that children aged two and above benefit from quality, age-appropriate screen content designed with specific educational goals. Bloom brings learning to life with a diverse range of programmes. Children can explore numbers, shapes, letters, and social skills through engaging songs, stories, and interactive play. Recognising children's natural rhythms, Bloom offers high-energy programmes for playtime and calming content for quieter moments. The channel allows for families to enjoy these programmes together, creating shared moments of learning and fun.
With the extensive range of digital content options available today, the channel has been developed to empower parents with a trusted resource they can rely on. According to YouGov research, more than three-quarters of parents in the UAE (78 per cent) are worried about their child’s exposure to inappropriate online content, with 92 per cent agreeing that such content can affect a child’s mental health.
Sunil K. Joy, Head of Content, evision, said: “Bloom represents a strategic extension of our commitment to delivering premium, purpose-driven content for young audiences. With research indicating rising concern among parents about their children being exposed to unsafe and inappropriate content, we aimed to build a platform that promotes positive behaviours such as empathy, sharing, and teamwork. By offering a safe and carefully curated programming lineup, we are not just launching a channel, we are building a community. Through collaborations with educators and engaging families via interactive campaigns, we aim to foster meaningful connections that extend far beyond the screen and support the next generation’s growth in meaningful ways.”
Character-driven narratives emphasise values like friendship, kindness and problem-solving, encouraging children to adopt positive behaviours such as empathy, sharing, and teamwork. The channel is committed to fostering inclusivity and representation by featuring a diverse cast of children and characters. This approach encourages preschoolers to recognise and appreciate differences while also seeing themselves reflected on screen, helping to promote a sense of belonging and understanding from an early age.