How a neon sign shop grew into a UAE business dynasty over 34 years

Shabbir launched Champion in November 1989, building on a family name first established in Pakistan. For over three decades, the company has grown from handcrafted neon signs to a diversified business spanning LED technology, events, and digital solutions. His journey reflects resilience through economic challenges, geopolitical shifts, and the pandemic—all while keeping the business rooted in the UAE. Shabbir began his career working alongside his brother for 13 years before founding Champion. The company initially specialised in handcrafted neon signs, a focus that lasted for a decade. Over time, it adapted to new markets by adopting LED technology and expanding into events, exhibitions, and digital services.

The family’s involvement has been central to Champion’s growth. Shoaib, Shabbir’s eldest son, returned to Dubai after studying in Canada and joined the business in 2013. Meanwhile, Shazil, the younger son, studied electrical and electronic engineering before launching Champion Digital, further broadening the company’s offerings. Today, Champion operates four distinct companies. These cover signage, digital and interactive technologies, events and exhibitions, and digital marketing. Shabbir’s leadership extends beyond business—he also serves as chairman of the Pakistan Business Council in Dubai. Throughout his career, he has navigated economic downturns, the Covid-19 pandemic, and regional instability, all while benefiting from steady government support in the UAE. Shabbir’s three children were born, educated, and married in the UAE, where they are now raising their own families. Their deep ties to the country mirror the business’s long-standing presence in the region.

Champion’s evolution from a neon sign workshop to a multi-company enterprise highlights its ability to adapt and innovate. The family’s commitment to the UAE remains strong, with three generations now calling the country home. The business continues to expand, driven by a mix of tradition and modern technology.