YAS HEAT ESPORTS Partners with Microsoft to Accelerate Regional Superstar esports Talent
Abu Dhabi team enhances burgeoning list of global partners and YAS HEAT continuing stream of successes
Abu Dhabi, UAE – 8 December 2020 – YAS HEAT ESPORTS has today announced an exciting new technology partnership with Microsoft, that will see the companies working together on a series of activities focused on accelerating the digitization of virtual racing in the region. The initiative will progress and develop the next generation of virtual racing superstar talent in the rapidly expanding world of esports.
“Esports has rapidly developed into a billion-dollar industry and is continuing to expand. This advanced form of immersive virtual sport has now entered the mainstream in the UAE, with fresh talent from across the region increasingly making their global mark,” said Leila Serhan, Public Sector Director at Microsoft UAE. “The Microsoft Intelligent Cloud will provide an infrastructure that will enhance virtual gaming and enable fans to collaborate with improved performance, speed and agility – empowering them to achieve more.”
The collaboration with esports experts YAS HEAT will engage a UAE-centred audience and see a number of exciting activations, involving professional esports drivers and the global racing hub of Yas Marina Circuit where the team is based. YAS HEAT will accelerate digitization by adopting the future of the Sports Science offered by Microsoft Intelligent Cloud. The team will also be sporting the Microsoft logo across team kit and car liveries.
Microsoft joins YAS HEAT ESPORTS at an exciting time, following driver announcements across iRacing, Gran Turismo and the V10 R-League. The team is continuing to forge a path in the ultra-competitive arena of virtual motorsport, having recorded victories across all three platforms.
“We have great ambitions for our esports programme,” added Saif Al Noami, Acting CEO ADMM. “Across YAS HEAT as well the Global Racing Series. Partnering with Microsoft is testament to the collective vision and best in class partnerships and talent principles that are making this project such a success. We welcome Microsoft on-board as a main Primary Partner and look forward to executing that vision together”.
About YAS HEAT ESPORTS
YAS HEAT ESPORTS was born from a vision to inspire and develop the next generation of virtual racing superstars. Our ultra-competitive, multi-platform teams assemble top-tier talent from every corner of the globe as well as bringing UAE esports hopefuls of the future to the forefront.
Based at the Yas Marina Circuit, our world-leading racing programmes, unprecedented academy system and dedicated esports community all centre around an innate determination to succeed in the ever-expanding industry of virtual motorsport.
To learn more, please visit: www.yasheat.com
About Abu Dhabi Motorsports Management
Abu Dhabi Motorsports Management (ADMM), with its head office at Yas Marina Circuit, Yas Island, has created unique, world class experiences across Abu Dhabi since 2009.
ADMM have promoted and delivered globally significant events, including Formula 1 Etihad Airways Grand Prix, alongside over 400 events a year across motorsports, health and fitness, entertainment and major corporate conferences. The company also delivers a significant programme of motorsport retail experiences for business and consumer audiences at Yas Marina Circuit across the year.
This combined experience means that ADMM has a region-leading team with expertise in event marketing, communications, promotions and project management. Such talent firmly positions ADMM as a leader in sports management.
The company is now seeking to diversify into activities and strategic ventures beyond Yas Marina Circuit in order to build towards a broader long-term vision aligned with its partners and stakeholders in Abu Dhabi.
About Microsoft
Microsoft (Nasdaq “MSFT” @microsoft) enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more. Microsoft opened its Dubai-based headquarters in 1991, which, today, oversees operations across the region.
Sources: Mark Conlon/Seven Media PR