Challenge
The United Arab Emirates sought to advance a Free Trade Agreement with the European Union at a time when both political resistance in the European Parliament was growing and the Iran war in the Strait of Hormuz changed the geopolitical situation. Concerns over the UAE’s alleged involvement in the Sudan conflict risked overshadowing the economic and strategic case for deeper EU-UAE trade relations. While the Middle East crisis created a need for a stable trade relationship in the region with port access.
Strategy
Alber & Geiger developed a political engagement strategy with the EU institutions, including the European Parliament and the EEAS, to keep the trade agenda moving. We mapped the relevant parliamentary concerns, identified the committees and political groups most likely to influence the debate, and helped frame the FTA as a strategic opportunity for Europe in trade, energy, investment, logistics, and regional stability.
Results
The UAE navigated a sensitive political environment in Brussels and responded to resistance in the European Parliament with a targeted institutional strategy. This led to a political pathway for keeping the EU-UAE FTA agenda alive despite concerns linked to Sudan.