As part of the initiative, Emarat and Crypto.com also unveiled plans for a flagship co-branded service station, “Emarat x Crypto.com Service Station,” to be launched in Dubai.
The location will also serve as an anchor for Project Landmark, a global initiative that introduces naming rights to fuel stations, blending brand visibility with digital-first customer experiences. The new site will serve as a showcase for innovation in mobility, payments, and retail design.
Established in 1981, Emarat operates over 100 service stations in Dubai and the Northern Emirates, serving approximately 100 million retail and commercial customers annually.
With frameworks like the Virtual Assets Regulatory Authority in Dubai and clear licensing structures in Abu Dhabi, the country has positioned itself as one of the world’s most progressive jurisdictions for digital finance.
By encouraging private-public partnerships and introducing pilot projects like this one, the UAE aims to solidify its role as a hub for Web3 innovation and fintech.
