Discover the inspiring sporting vision of Dr. Harmeek Singh, founder of Plan b Group

Plan b Group views sport as a powerful tool for unity, health and lasting impact.
Aligned with the UAE’s “Year of Community” values, the company supports events that build stronger, healthier societies – from local initiatives like Cancer Run to global tournaments like FIFA Beach Soccer World Cup.
With a diverse portfolio and a focus on inclusion, legacy and innovation, Plan b aims to grow homegrown sports and position the Middle East as a key player in global sports tourism.
Sport360° spoke to Dr. Harmeek Singh, founder of Plan b, to learn about his inspiring vision.
What sports events does Plan b sponsor now?
Plan b doesn’t limit itself to any one sport – we support initiatives that serve the community and contribute to the social fabric of the region. Any event that has a positive impact and aligns with our values becomes part of our mission. This philosophy strongly echoes the UAE’s national theme of the “Year of Community,” which we’ve championed for over two decades through our work.
What motivated Plan b to take on sports events?
For me personally, it comes from my background as a sportsman. Sport is the language of the world – it is beyond borders, culture and history. It brings people together in a manner very few things do, and that sentiment rings very true for the Plan b team. We see sports as more than just events, but as vehicles to bring people together, to be healthy and to be of purpose.
How do you make decisions on what sports events to fund?
We consider opportunities based on the effect they have on the region, the long-term growth potential they have and their contribution to community health. Naturally, we also look at financial viability to make sure the project will be viable. Ultimately, we are attracted to projects that can create a lasting legacy.
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What have been your greatest achievements with sports events?
Last year’s FIFA Beach Soccer World Cup was a milestone moment for us. It put us on the international map and boosted our credentials as an international sporting nation. It also proved crucial in winning our participation in this year’s FIFA Beach Soccer World Cup in Seychelles – an honor we’re immensely proud of.
How do you quantify the effect of your participation in sport?
For me, our impact is not only in the numbers, but in the ripple effect we have. It’s about inspiring healthier lifestyles, building communities and leading by example. Whether at a mass level or grassroots level, helping to create a fitter, more inclusive society is something I take personally and lead by example.
What are some of the challenges you encounter while supporting sports events?
One of the most important challenges is developing sustainable partnerships. Developing the correct sponsorship ecosystem is a time-consuming process that involves educating stakeholders about the long-term benefit of investing in sport. If done correctly, a robust financial model can improve the quality and scale of events throughout the sporting ecosystem.
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What are Plan b’s future aspirations for sports events?
We want to bring homegrown IPs regional, and one day, global. We envision integrating international sporting events into the domestic calendar and solidifying the region as a major player in the global sporting tourism map. To us, sports is not just a segment – it’s a pillar for health, culture, and economic development.
Are there any sports event trends that thrill you for the future?
We’re especially enthusiastic about the growing number of global events that are driving sports tourism. CSR-based initiatives, particularly those in the areas of people of determination and women’s empowerment, are also near and dear to us.
We’ve created platforms such as She Runs and Cancer Run, which have evolved into strong community movements – and we’re determined to expand them even larger.
Are there other aspects you’d like to mention regarding Plan b and sports events?
We’ve offered a varied portfolio – anything from running, cycling, and football to e-scooters and community leagues. We’re always looking for new formats and invite innovative ideas that can be rolled out in the region. We also view ourselves as strategic partners for introducing international IPs to the Middle East and developing them sustainably.