In a groundbreaking move, Emirates General Petroleum Corporation (Emarat) has announced the rollout of digital currency payment options at its fuel stations, starting with 10 locations in the coming weeks and expanding gradually across its entire network. This initiative, launched through a strategic partnership with global digital assets leader Crypto.com, positions Emarat as the first fuel distribution company in the Middle East and North Africa (MENA) region to accept cryptocurrency payments.

Ali bin Zayed Al Falasi, Chief Executive Officer of Emarat’s Retail Sales Division and Senior Vice President of Marketing, emphasized that this initiative will transform the payment experience at Emarat’s over 156 fuel stations across Dubai and the Northern Emirates. The integration of Crypto.com Pay will allow customers to pay using digital currencies efficiently, securely, and without transaction fees.

“This is more than just a payment solution — it’s a leap toward harmonizing the energy sector with the digital financial ecosystem,” Al Falasi noted. “Customers and Crypto.com users can look forward to exclusive benefits, including promotional offers and joint loyalty programs designed to elevate the customer experience and add value with every transaction.”

As part of this effort, Emarat will also rename its flagship “Al Ameen” station on Al Wasl Road to “Crypto.com Station,” highlighting the visual branding of its new partner and symbolizing the fusion of fintech and energy. This is part of Emarat’s wider “Landmark” project, the first of its kind globally, which sells naming rights for select stations to major brands.

Already, Emarat has signed a naming agreement with local Al Maryah Bank for a station near Zabeel Park in Dubai, and the company plans to expand the initiative further. With over 10 million customers visiting its stations annually and spending an average of 5–10 minutes per visit, these sites present valuable promotional opportunities for partnering brands.

In parallel, Emarat is pushing forward its support for Emirati entrepreneurship through the recently launched “Grow with Emarat” initiative. According to Al Falasi, this program has already attracted around 50 small businesses in just a month and a half, and the company aims to onboard 150 small and medium enterprises (SMEs) by the end of the year. The initiative offers participating businesses dedicated space in Emarat stations, along with discounts of up to 50% on registration and display fees, providing a platform for local products to reach a broad customer base.

With these ambitious projects, Emarat is not only revolutionizing payments but also redefining the role of fuel stations as hubs for innovation, commerce, and community engagement in the UAE.