United Arab Emirates-based organisation YAS HEAT ESPORTS has announced its partnership with global technology firm Microsoft.
The partnership will see the companies working together on a series of activities focused on accelerating the digitisation of virtual racing in the region, with the hope of developing the next generation of virtual racing talent.
Based at Yas Marina Circuit, where Formula 1 ends its season, YAS HEAT ESPORTS hopes to bring UAE esports hopefuls of the future to the forefront, using its racing programmes and academy system.
The collaboration will engage a UAE-centred audience and see a number of activations involving professional esports drivers and the global racing hub of the Yas Marina Circuit.
Saif Al Noami, Acting CEO ADMM commented: “We have great ambitions for our esports programme across YAS HEAT as well as the Global Racing Series.
“Partnering with Microsoft is a testament to the collective vision and best in class partnerships and talent principles that are making this project such a success.”
YAS HEAT will accelerate digitisation by adopting the future of sports science offered by Microsoft’s ‘Intelligent Cloud’. The team will also be sporting the Microsoft logo across team kits and car liveries.
Microsoft joins YAS HEAT at an exciting time, following driver announcements across platforms iRacing, Gran Turismo and the V10 R-League.
Leila Serhan, Public Sector Director at Microsoft UAE added: “Esports has rapidly developed into a billion-dollar industry and is continuing is expand. This advanced form of immersive virtual sport has now entered the mainstream in the 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.”
Esports Insider says: With Microsoft having a headquarters in Dubai, it makes a lot of sense for them to partner with an esports organisation in the UAE. This deal is sure to bring esports to the forefront throughout the calendar year in the UAE – giving the opportunity to get new blood involved in the motorsport esports scene.