FAB Unveils AED 40M Ramadan Rewards Drive

During Ramadan, the idea of showing up takes on a quieter, more meaningful role. It’s in the small routines - having iftar together, supporting a sibling’s business, checking in on family members, or choosing local brands that feel closer to home. This year, First Abu Dhabi Bank is building its Ramadan campaign around that idea with its 2026 initiative, “Showing up is Rewarding,” launched in support of the UAE’s Year of the Family.

Rather than focusing only on big gestures, the campaign looks at the everyday ways people support the people and businesses around them. FAB’s message is simple: when you consistently show up - for family, for work, for community - it adds up.

As part of the initiative, FAB is offering total cash prizes of up to AED 40 million during Ramadan. Twenty customers will have a chance to win up to AED 2 million each. Customers can enter by applying for selected FAB products such as credit cards, current and savings accounts, personal loans, mortgages, and auto loans.

Each qualifying product category gives participants a chance to win AED 500,000, with FAB matching either a customer’s savings, spending, or loan amount if they’re selected. In practical terms, everyday financial decisions - saving, spending, or borrowing - become part of the draw.

But the campaign isn’t only about individual customers. A big part of FAB’s Ramadan story this year centres on its long-term relationship with UAE-grown businesses and the role they play in family and community life.

Over the years, FAB has supported homegrown brands at important stages of growth - helping them move from small ideas into spaces where people gather, work, and connect. Businesses like Trèsind Studio, Al Barq, and % Arabica are examples of how steady financial backing can help local enterprises scale sustainably. Their journeys show how access to the right support at the right time can lead to more jobs, stronger neighbourhood economies, and cultural impact beyond just commercial success.

For SMEs, this approach matters. Growth isn’t always about rapid expansion. Often it’s about having a reliable financial partner who understands timing, cash flow, and long-term planning - especially in markets where community reputation and relationships play a big role.

With “Showing up is Rewarding,” FAB positions Ramadan as a moment to reflect on consistency - whether that’s supporting family, managing personal finances responsibly, or backing businesses that serve local communities.

The broader message fits neatly with the UAE’s Year of the Family: prosperity isn’t built only through major milestones, but through everyday choices that strengthen people, enterprises, and the spaces where they meet.

For SMEs and individuals alike, the campaign highlights something familiar - that progress often comes from simply showing up, again and again, with the right support behind you.