e& reverts to Etisalat to pay homage to 50 years in business

The UAE telecommunications group e& has reverted its name to Etisalat in an effort to return to its "roots" following its 50th anniversary.

In a letter shared on social media platform X, the company announced that, as it begins its next fifty years, it will "do it under the name where it all started".

"We are Etisalat. We always have been. We always will be," the group said. 

Etisalat had adopted the name "e&" back in 2022 with the aim of rebranding as a global technology investment conglomerate.

For 50 years, etisalat has grown alongside the UAE.
As we begin our next 50, we do it under the name where it all started.
We are etisalat. We always have been. We always will be.#50Yearsetisalat pic.twitter.com/BBwhIWLRsK

— etisalat (@etisalat) October 5, 2026

His Highness Sheikh Mansour bin Zayed Al Nahyan, UAE Vice President, Deputy Prime Minister and Chairman of the Presidential Court, said the milestone reflects the group's continuous role in strengthening the nation's "position in the future of technology and Artificial Intelligence".

Today, I witnessed a new milestone in the journey of “Etisalat” as it celebrated 50 years of achievement and launched its vision for the next chapter. A national institution that has accompanied the UAE's development and helped build its digital capabilities. Etisalat continues… pic.twitter.com/rzHR7uYSJW

— منصور بن زايد (@MansourBinZayed) October 5, 2026