The agreement was formalised at a signing ceremony at Dubai South Headquarters on 5 August 2026. Sessions will cover content creation, digital marketing, brand building and business growth, delivered by Sony specialists on-site at the free zone.

Under the terms of the collaboration, DSBH businesses gain access to two distinct offerings: discounted or preferential pricing on Sony hardware, and a curriculum of applied training designed around the practical challenges founders face when building visibility and customer acquisition on limited budgets.

Saif Al-Ali, director of licensing and free zone management at DSBH, framed the partnership as an extension of what the free zone already provides beyond company formation. “By working with partners who bring genuine expertise to our community, we continue to strengthen the ecosystem that entrepreneurs and SMEs rely on as they scale in the UAE and beyond,” he said.

Jobin Joejoe, managing director of Sony Middle East and Africa, positioned the collaboration as part of Sony’s regional ecosystem engagement rather than a product push. He said the aim was to give founders access not only to imaging solutions but also to the knowledge needed to use them effectively.

Neither party disclosed the commercial structure of the preferential pricing arrangement, and no pricing detail or workshop schedule was included in the announcement. Further information is to be shared with the DSBH community in the coming weeks.

Free zone operators across the UAE have increasingly moved toward ecosystem-building models, adding financial, legal, technology and marketing services around the core licensing and visa proposition.

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