Dubai has long been a city synonymous with grandeur, architectural marvels, and record-breaking feats. From the world’s tallest building, the Burj Khalifa, to Tom Cruise’s adrenaline-pumping stunts in Mission Impossible: Ghost Protocol, the city has been at the center of some of the most unforgettable moments in entertainment history. However, before Hollywood turned its cameras to Dubai, another breathtaking spectacle captured the world’s imagination: a once-in-a-lifetime tennis match between Roger Federer and Andre Agassi on the helipad of the iconic Burj Al Arab hotel.
A Visionary Promotion Becomes an Iconic Moment
Two decades ago, in 2005, the organizers of the Dubai Duty Free Tennis Championships pulled off a promotional event that remains etched in sports history. Their ambitious plan to showcase Dubai and the tournament led to a surreal moment—two of tennis’ greatest legends exchanging volleys on a makeshift court, perched over a thousand feet above the Arabian Gulf.
Jorge Ferrari, a UAE-based photographer, was tasked with capturing this unique spectacle. Recalling the moment, Ferrari shared how he was standing right next to Federer and Agassi, documenting their playful rally against the backdrop of Dubai’s futuristic skyline.
“Every year, the tournament would arrange photo shoots with the top players to promote both the event and Dubai itself. This idea came up in one of our brainstorming sessions, and I was assigned to take the still pictures,” Ferrari reminisced. However, he never expected that these images would become a global sensation overnight.
“We understood the magnitude of the shoot only the next day. The images were everywhere. Back then, there was no social media as we know it today, but it spread like wildfire. It went viral before the term ‘viral’ was even associated with events like this,” he added.
A Defining Moment in Tennis and Dubai’s Global Image
Ramesh Cidambi, Managing Director of Dubai Duty Free and Chairman of the tournament’s Organizing Committee, looks back at that moment with immense pride.
“It was truly iconic. Having an idea like this was one thing, but to execute it successfully with legends like Federer and Agassi made it extraordinary,” Cidambi said. “The whole world took notice, and it became a milestone in the evolution of the tournament.”
The stunning visuals of Federer and Agassi casually trading shots in an almost surreal setting not only boosted the global prestige of the Dubai Duty Free Tennis Championships but also reinforced Dubai’s reputation as a city that thrives on bold and visionary ideas.
Even after 20 years, the image of that match in the sky remains one of the most unforgettable moments in sports marketing, proving that sometimes, the perfect blend of ambition, opportunity, and sheer spectacle can create history.