Rock-It establishes Middle East headquarters in Abu Dhabi

The Rock-It Company has established its Middle East regional headquarters in Abu Dhabi with support from the Abu Dhabi Investment Office, or ADIO.

According to the Abu Dhabi Media Office, ADIO began engaging with Rock-It in early 2025 and facilitated connections across the emirate’s industrial and logistics ecosystem to support the establishment of the regional headquarters.

Rock-It will oversee its Middle East operations from Abu Dhabi through a specialist logistics hub and bonded storage facility. The hub will handle high-value and time-sensitive assets across sectors, including sports, live entertainment, fine art, film and television, and luxury automotive.

Expansion designed to create specialised roles

The company said its Abu Dhabi expansion is intended to support job creation, knowledge transfer, and the development of UAE-based talent for specialised logistics roles.

However, Rock-It has not disclosed the expected number of jobs, the roles to be recruited, or a hiring timeline.

The planned facilities will include secure, climate-controlled storage and specialised handling capabilities for assets such as fine art, luxury vehicles, production equipment, and event infrastructure. According to the company, the facilities will support the storage and movement of global productions, exhibitions, and luxury collections.

The expansion could create demand for capabilities in bonded warehousing, customs clearance, multimodal transport, specialised packing, storage, and the handling of valuable or time-sensitive assets. These services form part of Rock-It’s existing global logistics portfolio.

Specialist brands to operate through regional hub

Rock-It said the Abu Dhabi headquarters will bring several of its specialist businesses together under one regional hub.

These include Rock-it Cargo for live touring; the company’s sports, experiential, and production divisions; DIETL By Rock-It for fine-art and museum logistics; and CARS By Rock-It for luxury and performance vehicles.

The company already operates in Dubai and has worked in the Middle East for 18 years, according to James McSweeney, its Managing Director for the region. McSweeney said the quality of local partners and Abu Dhabi’s development ambitions influenced the company’s expansion decision.

Rock-It President and CEO Daniel Rosenthal said the Abu Dhabi operation would serve clients, including sporting events, film productions, automotive manufacturers, and art institutions.

The company operates across more than 160 countries and manages over 10,000 assignments annually, according to its announcement. Its services cover live events, sports, film and broadcast productions, fine art, and automotive logistics.

The Abu Dhabi Media Office said the headquarters will add specialist capabilities to the emirate’s logistics and trade ecosystem, particularly across automotive, advanced manufacturing, luxury industries, live events, and international trade.