e& reverts back to Etisalat in major rebrand

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 s 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