Sulayem says new strategic partnership is key to continued development of UAE’s spectacular cross country rally

Dubai, UAE, 3rd March 2015:  The Automobile and Touring Club of the UAE has formed a new strategic partnership with Abu Dhabi Motorsports Management to promote and develop the Abu Dhabi Desert Challenge, which celebrates its 25th anniversary later this month.

The agreement was signed today by ATCUAE President and Desert Challenge founder Mohammed Ben Sulayem and Al Tareq Al Ameri, CEO of Yas Marina Circuit.

ATCUAE President and Desert Challenge founder Mohammed Ben Sulayem signs the agreement with Al Tareq Al Ameri, CEO of Yas Marina Circuit.

Sulayem said: “We’re very happy to have formed a new strategic partnership with ADMM which reinforces our working relationship for the Desert Challenge, and builds on the partnership we have enjoyed since 2009 in our role as sporting organisers of the F1 Etihad Airways Abu Dhabi Grand Prix.

“The Desert Challenge is well established as the world’s leading international cross country rally, and ADMM is now putting its resources and promotional expertise behind the event as part of the strategic plan we have in place for its continued development over the next year.”

Al Tareq Al Ameri commented: “We’ve witnessed the Desert Challenge set the highest standards in cross country rallying and, over the years, do a great deal to promote a positive image of Abu Dhabi, and the UAE as a whole, among the global sporting and broader community.”

“We are very happy to now take on a more active role in supporting Mohammed and his team, and are fully committed to ensuring that the event reaches a new level.”

One of the immediate results of the agreement is that the super special spectator stage, the traditional curtain raiser for the Desert Challenge, will be run over part of the Grand Prix circuit at Yas Marina Circuit, one of the world’s top F1 venues, on Saturday 28 March.

“This will add to the occasion, both for competitors and spectators, and we’ll be working closely with ADMM to create a great spectacle to launch the 25th Desert Challenge in style,” said Sulayem.

The new agreement between the ATCUAE and ADMM underlines the crucial support provided  by Abu Dhabi to ensure the Desert Challenge continues to set the pace in the FIA World Cup for Cross Country Rallies for cars and the FIM Cross Country Rallies World Championship for bikes.

The Abu Dhabi Desert Challenge POWERED BY NISSAN is again held under the patronage of H.H. Sheikh Hamdan bin Zayed Al Nahyan, the Ruler's Representative in the Western Region of Al Garbia.

The support of the Ruler’s Court and the Western Region Municipality ensure key logistical support to allow the rally to be staged across some of the most dramatic desert terrain on earth.

Again this year the event’s strategic partners include Abu Dhabi Municipality, the UAE Army, Abu Dhabi Police, ADNOC, Abu Dhabi Aviation, Al Ain Water, Abu Dhabi Waste Management, Rotana and Centro Hotels – Yas Island and Qasr Al Sarab Resort.