as Official Destination Partner
The capital of the United Arab Emirates, Abu Dhabi, today announced that it has formed a partnership with International Sportsworld Communicators, the promotional rights-holder for the FIA World Rally Championship to become an Official Destination Partner of the WRC, the world’s most dramatic form of motorsport. This announcement builds on the emirate’s existing ground-breaking relationship with reigning World Rally Champion Ford, as it partners the marque’s official team, the BP-Ford World Rally Team, in the WRC for 2007 and beyond.
Launched at the Emirates Palace Hotel in Abu Dhabi City in July, the emirate’s partnership with Ford was the first phase of a programme to establish Abu Dhabi as a significant force, not only in rallying but also in motorsport globally. In addition to the WRC involvement with Ford, the emirate competes in the Middle East Rally Championship (MERC) with a national team, Team Abu Dhabi and hosts a round of the FIA Historic Rally Championship. And in 2009, the emirate will host its first Formula One Grand Prix, on the purpose-built Yas Island complex.
Abu Dhabi’s motorsport activity is part of a range of far-reaching initiatives by the Abu Dhabi Tourism Authority (ADTA) to broaden awareness of the emirate as a world-class destination for leisure, business and commerce. Sporting activity forms one key element of this program, while the nation is also developing a range of world-famous cultural icons, including The Louvre Abu Dhabi and The Guggenheim Abu Dhabi.
The emirate’s new status as Official Destination Partner is a first for the sport of world rallying. Nations have had a presence in the sport before but never at such a level and none have used the opportunities that the sport offers as much as Abu Dhabi plans to.
Many rally fans will already be familiar with the Abu Dhabi identity, from numerous banners placed within the stages that have formed the last six rounds of the 2007 WRC. Abu Dhabi branding and information will also be communicated through the official championship website, WRC.com and through the excellent televised coverage of the sport, produced by WRC TV.
Abu Dhabi is planning a range of initiatives to help broaden awareness of the emirate and communicate its key messages, including the values for which the capital of the UAE stands for: Respect, excellence and integrity, teamwork and innovation. Several key activities are planned to begin at the start of the 2008 WRC season and will ensure that rally fans from across the globe not only understand what Abu Dhabi has to offer but also, get the chance to experience the Abu Dhabi magic first-hand, through a range of offers and competitions.
Commenting on the announcement, Ahmed Hussein, Deputy Director of the ADTA, said: “We are very pleased to be joining the WRC as an Official Destination Partner. We have been involved in the sport since July with the BP-Ford World Rally Team and that partnership is already reaping huge rewards, in terms of exposure for the Abu Dhabi brand and helping to communicate what Abu Dhabi stands for.
“Becoming an Official Destination Partner is the next step for Abu Dhabi, as it not only gives us enhanced presence in the sport generally, it helps to demonstrate that we are completely committed to supporting the FIA World Rally Championship, as the pinnacle of this incredibly exciting motorsport. Our presence at the very top-level is a natural one and ensures that the emirate of Abu Dhabi is represented at all levels in rallying, through nationally with the classic car event, regionally with Team Abu Dhabi in the MERC and globally, with Ford and the WRC.
“It also provides a goal for young drivers taking part in the Abu Dhabi Junior Driver Development Program to aspire to, providing a true ladder of opportunity for up-and-coming Emirati rally drivers, from the grass roots of the sport to the highest level possible. Furthermore, our relationship with the championship means that we can offer more to all the manufacturers and teams competing, as well as the entire WRC community and fans from across the world. The aim is for anyone involved in rallying, whether competing, working or following, to understand implicitly what Abu Dhabi stands for and create a desire for those people to sample our legendary hospitality for themselves.”
Abu Dhabi’s new relationship with the WRC will be personified through a new unit that will form part of the WRC service park from next week’s Rally Ireland. This unit will provide a focal point for Abu Dhabi’s involvement in the championship as well as offer an opportunity for the whole WRC community to sample the Abu Dhabi hospitality while taking a moment’s pause from the frantic action of a WRC event.
