The Automobile and Touring Club of the UAE and Nissan Middle East have announced a new partnership agreement for the Abu Dhabi Desert Challenge, underlining a dual commitment to ensure the event continues to stand out on the world stage.
Mohammed Ben Sulayem, President of the ATCUAE and founder of the event, and Samir Cherfan, Managing Director, Nissan Middle East, signed the agreement today and revealed the new branding for the spectacular rally, the 24th edition of which takes place from 5-10 April.
The 2014 Abu Dhabi Desert Challenge POWERED BY Nissan sees the Nissan Patrol, “Hero of All terrain in Life”, installed for an 11th year as the official vehicle of the event, which forms the third round of this year’s FIA World Cup for Cross Country Rallies.
“Nissan has become an invaluable partner in our work to promote and develop the Desert Challenge, and I’m pleased to extend this relationship again as we look to secure the event’s future for many years ahead,” said Sulayem, the FIA Vice President.
“Nissan Middle East shares our enthusiasm for the Desert Challenge, as well as our commitment to its long-term success, and I’m confident this partnership will guarantee that the event continues to set the standard in the FIA World Cup for Cross Country Rallies.”
Samir Cherfan said: “Nissan has been sponsoring the Abu Dhabi Desert Challenge for the past 10 years, and for the 11th year we are taking our partnership to the next level by co-sponsoring the event.
“We are delighted to be a major actor of the Abu Dhabi Desert Challenge, powered by Nissan, since it is one the most prominent desert rallies in the world and gives us the opportunity to reinforce our strong heritage in the Middle East.”
Taking place under the patronage of H.H. Sheikh Hamdan bin Zayed Al Nahyan, the Ruler’s Representative in the Western Region, the Abu Dhabi Desert Challenge is also the first round of the FIM Cross Country Rallies World Championship for bikes and quads.