Abu Dhabi signs up for World Rally go Abu Dhabi, the capital of the United Arab Emirates, was named as Official Destination Partner of the FIA World Rally Championship (WRC), in a new sponsorship deal.
The deal, between International Sportsworld Communicators (ISC) and the Abu Dhabi Tourism Authority (ADTA), runs until 2010. The agreement will see the inaugural involvement of an official destination partner in the WRC. The Championship will provide a marketing platform to assist the ADTA in its goal to position itself as one of the leading destinations in the world.
ADTA’s association with the Championship will be leveraged via a selection of media, including the official website, www.WRC.com, on-event promotion including sponsorship of World Rally Radio, branding opportunities around the rallies themselves and a pan-Championship award to be announced for the 2008 season.
Simon Long, CEO of ISC, highlighted the importance of the role played by Abu Dhabi and the other Championship sponsors in the continuing success of the sport. He explained: “The WRC is a showcase for global, premium brands and working closely with our partners enables us to build an even stronger Championship. ISC is looking forward to partnering a destination which is committed to providing real value to the sport.”
James Mercer, Sponsorship Director at ISC, commented: “This is fantastic news for the World Rally Championship, further highlighting the international reach of the WRC. We look forward to developing a close relationship with the Abu Dhabi Tourism Authority to both further increase the reach of the WRC and assist in developing Abu Dhabi as a leading world destination.”
His Excellency Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman of the ADTA, explained: “Abu Dhabi is proud and delighted to become the Official Destination partner to the FIA World Rally Championship. This partnership allows Abu Dhabi to communicate with a diverse tourism audience over 16 rounds of the championship. It also provides a truly global platform to encourage travelers to visit Abu Dhabi and experience the world-class leisure, sport and business attributes of the destination.”