Bally
Singh
CEO - CMO - ENTREPRENEUR
About Bally
Balbinder Singh is an entrepreneur and commercial strategist and the founder of Aioka and Hoko Agency, companies focused on global brand partnerships, experiential marketing, and premium hospitality. He has built a career operating at the intersection of international business, luxury brands, and elite sport, creating platforms that enable corporations to develop meaningful relationships with clients, partners, and investors.
Singh is best known for delivering high-level engagement programmes around Formula 1, where he has worked with organisations including Microsoft, Marriott Group, the Alfa Romeo F1 Team, Mercedes, MoneyGram, OKX, Red Bull, LVMH, and DP World. His work centres on transforming major sporting moments into structured commercial opportunities — combining private hospitality, curated networking environments, and brand storytelling to support deal-making and long-term partnerships among senior executives and high-net-worth stakeholders.
Beyond race-weekend activations, Singh has been involved in the development of bespoke international events designed to position cities and institutions on the global business stage. He launched the inaugural Classic Cup Polo in Abu Dhabi , created as a high-profile opening event for Abu Dhabi Finance Week, bringing together government entities, financial institutions, investors, and global business leaders in a setting designed to facilitate relationship-led commerce.
Through Aioka and Hoko Agency, Singh advises corporations, investment groups, and founders on strategic partnerships, market entry, and client engagement across the Middle East, Europe, and Asia. His approach reflects a broader shift in corporate development, where relationship capital, curated experiences, and access to decision-makers have become central to international growth.
He continues to work closely with leadership teams and institutional partners, developing platforms that combine sport, luxury hospitality, and business strategy to support cross-border collaboration and commercial expansion.
Recent Press Articles
Hapbee Appoints Marketing Expert Bally Singh to Board of Directors to Spearhead Global Brand Evolution
Mr. Singh joins a distinguished and diverse Board of Directors dedicated to Hapbee's mission of digital wellness. The current Board includes Jaylen Brown (NBA Champion and Chief Innovation Officer), Abdulla Al Zain (Chairman of Infinity Capital), Hasan Shahid (Founder of League Capital), Riz Shah (Chairman and CEO), Ahsan Ashraf (Chief Technology Officer), Krishna Subramanian (Chief Financial Officer), Charles McNerney (former CISO at Microsoft), Chris Rivera (Founder of Emulate Therapeutics), and Michael Matysik.
A Data-Driven Evolution towards the $9.8 Trillion Wellness Surge
The appointment of Mr. Singh comes as the Global Wellness Institute reports the global wellness industry has reached a $6.8 trillion USD and projected to grow 7.3% annually, reaching $9.8 trillion by 2029.1 This massive growth has informed Hapbee’s revised marketing strategy, which focuses on moving beyond niche tech enthusiasts to become a household name in holistic health and human performance.
Polo Classic Cup sets the tone for Abu Dhabi Finance Week
More than 400 invited guests gathered at Emirates Palace Mandarin Oriental as the Polo Classic Cup debuted
The inaugural Polo Classic Cup — which took place on 7 December, 2025 — made a confident and well-attended debut at Emirates Palace Mandarin Oriental, welcoming more than 400 guests as the official Speakers’ Welcome for Abu Dhabi Finance Week (ADFW).
Conceived as a refined prelude to a packed week of high-level discussion and deal-making, the event brought together global leaders from finance, technology, blockchain, and government in a setting designed to encourage meaningful conversation away from conference halls. The day commenced with opening remarks from Abdullah Al Suwaidi, chief support services officer at ADGM, who underscored Abu Dhabi’s growing role as a global platform for dialogue, capital, and cross-border collaboration.
The Polo Classic Cup: Where heritage, leadership, and connection meet
At the heart of this experience is AIOKA, a global leader in premium hospitality and corporate event innovation. For over a decade, AIOKA has delivered world-class brand moments across continents — from renowned Formula One hospitality platforms to high-level corporate summits, leadership forums, and immersive experiential activations. Their philosophy is simple: corporate hospitality should drive connection, influence, and commercial value.
The Polo Classic Cup embodies this approach. AIOKA’s international expertise ensures every touchpoint — from guest journey to staging, entertainment, and hospitality — reflects global standards while honouring local culture. The result is a polo experience that feels both modern and timeless, paying tribute to the UAE’s heritage while resonating with today’s influential business community.
Top 100 Indians 2025
Gulf Business presents 100 of the most recognised Indian business leaders in the UAE and beyond: an alphabetical showcase of visionaries
Singh leads Hoko Agency, a globally recognised creative and marketing firm that has delivered world-class global events and premium brand activations for the likes of Red Bull, LVMH, DP World and more. Known for for his unique leadership and future-forward thinking, Singh not only crafts memorable and elite events across entertainment, finance, technology and global sports, but he has also explored the world of cutting-edge technology. Earlier this year, he co-founded Hum(AI)n Assets, a pioneering content production platform that fuses AI efficiency with human creative intelligence, along with its blockchain-powered extension, Hum(AI)n Web3. Operating from his base in the Middle East, he is building scalable ecosystems that merge technology, talent, and community across creative industries.
Sport Impact Summit teams up with HOKO for global expansion
Sport Impact Summit (SIS) has announced a strategic partnership with HOKO, the UAE-based experiential agency known for its work across sport, hospitality and AI innovation. The partnership will see HOKO lead SIS’s global expansion efforts, with new editions of the Summit planned in Abu Dhabi, China, Bahrain and Singapore over the next 12 months.
Following the success of SIS 2024 in Dubai, the second edition is set to take place in Abu Dhabi in December 2025. The move signals SIS’s ambition to build an international presence as a platform connecting sport, sustainability and technology.
Hoko Agency acquires Everdome for creative AI venture
(L-R) Jeremy Lopez, CEO, Everdome, Bally Singh, Chairman of Hoko Agency & Scott Melker, a leading voice in Web3 media.
Hoko Agency, known for its cutting-edge campaigns for global brands including Mercedes-Benz, DP World, Hublot, Red Bull, Zegna, and LVMH, has announced the acquisition of Everdome, a pioneering UAE-based metaverse company.
This strategic acquisition supports the growth of HumAIn Assets, Hoko’s newest venture aimed at reimagining content creation through a fusion of human creativity, artificial intelligence, and community engagement.
Indian Aces 2025: Meet the Gulf’s most powerful Indian business leaders
Indian Aces 2025 spotlights 100 exceptional leaders across four categories whose vision, enterprise and innovation continue to transform the Middle East’s economic foundations
The Indian business community remains an indispensable pillar of the United Arab Emirates’ economic architecture. These entrepreneurs, executives, and visionaries – many of whom are celebrated in our Indian Aces 2025 power list – have transformed industries across the Emirates. From retail and healthcare to technology and construction, these business leaders have created enterprises that form the backbone of the region’s economic landscape.
Winners of MEBA 2025 revealed as Dubai cements its blockchain leadership
The Middle East Blockchain Awards (MEBA) 2025 took centre stage at the Jumeirah Burj Al Arab at the end of last month, honouring pioneers who are shaping the future of blockchain, crypto, Web3, and AI technologies across the MENA region.
Held on 29 April to coincide with the TOKEN2049 conference, the event gathered top investors, technologists, public officials and entrepreneurs in what organisers described as an “awards-as-networking experience”. Now in its second year, MEBA has become one of the most high-profile celebrations of digital innovation in the region.
The ceremony was hosted by impact speaker and entrepreneur Lilly Douse and Scott Melker, Host of The Wolf Of All Streets Podcast and #CryptoTownHall.
HumAIn Assets integrates human creativity with AI to transform content creation
HumAIn Assets, a next-generation creative production engine, launched in Dubai with a mission to transform content creation by seamlessly integrating human creativity with the speed and scale of artificial intelligence.
HumAIn Assets is redefining what it means to deliver high-quality digital creative assets – images, video, text, and more – at a speed and price set by the user. This new platform eliminates the friction of creative agencies and freelancer platforms, utilising AI to provide a streamlined, scalable, human-guided alternative to content production.
The HumAIn Assets model is centred on a guiding principle—AI as co-pilot, humans as pilots. At its core, the platform simplifies creative production to four essentials: your brief, your deadline, your budget, and your delivery.
The Visionary Behind AIOKA: Balbinder “Bally” Singh’s Journey to Redefine Luxury Experiences
Balbinder (Bally) Singh has worked in the marketing, entertainment and tech industries for over fifteen years. He is currently the Chairman and co-founder of AIOKA – a UAE-born company specialising in high end Formula 1 corporate and hospitality experiences for clients such as LVMH, ADGM (Abu Dhabi Global Markets), OKX & Emirates NBD. Singh has completed projects with and consulted for several global blue chip companies including Microsoft, The Marriott Group, Hilton Group, Alfa Romeo F1 Team, Mercedes and OKX.
Why AIOKA is shifting into top gear for top-tier global campaigns
In the fast-paced, high-stakes world of Formula 1, AIOKA has found its sweet spot.
Known for curating high-end, bespoke corporate and hospitality experiences, this UAE-born company began 15 years ago with a mission to create unforgettable events. Today, AIOKA operates globally, delivering luxury activations at some of the world’s most iconic Formula 1 races, from Monaco to Las Vegas, Singapore to Saudi Arabia, and Abu Dhabi to Australia. The company has earned a reputation for hosting the ultra-wealthy and crafting luxury trackside experiences, which include high-end food, exclusive after-parties, and up-close encounters with the sport’s stars.
Owning and Operating a Diverse Portfolio of Businesses With Hoko: Bally Singh
We recently had the privilege of sitting down with Mr. Bally Singh, Founder, and Chairman of Hoko Agency and Aioka, and discussing his remarkable journey in the Sports and Entertainment Industry. As a seasoned leader, Bally Singh has worked at the highest level of marketing for over 25 years and held reputable CMO positions during this period.
Aioka, an IP of Hoko Agency, has successfully collaborated with leading global brands. In this insightful interview, Bally Singh articulates his passion for the industry, providing a comprehensive perspective on common misconceptions and challenges within the field. Singh also shares valuable insights on promoting collaboration among employees, along with strategic approaches for beginners seeking to enter and excel in this ever-evolving industry.
5 of The Best Abu Dhabi F1 Parties
5 of The Best Abu Dhabi F1 Parties (2023)
Aioka x Alfa Romeo at the Abu Dhabi Grand Prix
Enjoy the race from the paddocks at Aioka x Alfa Romeo. The iconic Palm Garden transforms into an entertainment haven between the racing circuit and lush palms. Post-race fireworks illuminate the sky, and the party doesn’t cease, featuring A-list music artists for an unforgettable experience.
Embark on an extraordinary race weekend experience at W Abu Dhabi – Yas Island
Brace yourselves for a weekend like no other, as W Abu Dhabi - Yas Island invites you to embark on an extraordinary journey from November 23rd to 26th. Nestled at the heart of the action, it’s your haven for an unforgettable fusion of entertainment both on and off the legendary race track.
Prepare to be swept away by the pulsating beats of world-renowned international DJs, and be captivated by electrifying live performances that promise to ignite the night.
Cover Story: How Aioka is transforming F1 customer experience
But there’s more for those looking to immerse themselves even deeper into this high-octane world. These discerning customers are looking for ‘money can’t buy experiences’, says Aioka’s Bally Singh.
The businessman and entrepreneur, who has more than 25 years of experience in the sports and entertainment space, adds: “Standard hospitality experiences are a thing of the past. Our exclusive clientele is looking for everything from private charters, yacht soirees and Michelin-starred dining experiences to meet-and-greets with drivers and team principals.”
Alfa Romeo F1 team partner with Aioka
The partnership aims to create a comprehensive experience for guests visiting the team, as Alfa Romeo seeks to emulate the precision of motorsport in
the guest experience through Aioka's approach.
Comment: Alessandro Alunni Bravi, team representative of the Alfa Romeo Formula One team, said: “We are delighted to welcome Aioka as our global concierge supplier. Formula One is the pinnacle of motorsport, and we want our guests to have a holistic experience of the same level when visiting the team.”
Coming next: Moving forward, guests, corporate groups, and individuals attending this season can expect enhanced experiences thanks to the partnership. With Aioka's specialised concierge services, attendees will receive bespoke experiences, including but not limited to unique hospitality options, tailored travel and accommodation arrangements, and curated dining and entertainment features.
Hoko Agency, Alfa Romeo F1 Team Stake form new partnership
Hoko Agency Middle East, an event creator in the sport, entertainment, blockchain and technology industries, has announced a new partnership deal with Alfa Romeo F1 Team Stake, which will see the agency represent the Formula 1 team as one of its sponsorship agencies.
As a global entity with strong ties to the UAE in particular, Hoko Agency will represent Alfa Romeo F1 Team Stake across the world, with a particular focus on the Middle East and Saudi Arabia.
The collaboration extends Hoko Agency’s existing relationships with the world of Formula 1 – the agency’s portfolio includes multiple deals with teams and individual drivers within the sport. Working with Alfa Romeo F1 Team Stake brings a new level of depth to Hoko Agency’s strong sporting associations.
Region’s top Web 3.0 innovators celebrated at inaugural Middle East Blockchain Awards
The first edition of the Middle East Blockchain Awards (MEBA), held on 18 November in the five-star W Hotel on Yas Island, Abu Dhabi, recognised 14 of the region’s best in the field of Web 3.0. Award winners were announced during a glittering ceremony attended by government officials and industry experts from the Middle East and beyond.
Inside the jet-set world of an international VIP party planner
He has organized superyacht parties for oil tycoons and a 100-supercar road trip for American rapper 50 Cent.
Last month, he landed in Singapore to ramp up the party during three days of money, fandom and speed over the Formula One weekend.
“We create an atmosphere with the DJs, location and people,” says Singh, dressed in a white T-shirt, sneakers and his signature dastar (turban).
Standing on an alfresco area of the JW Marriott Hotel, he points to the Lion City’s iconic skyline.
“You can see 75% of the Formula One track from here. Location is key for us.”