United Arab Emirates-based YAS HEAT ESPORTS has entered a partnership with Microsoft. 

The companies will be collaborating on a series of activities aimed at promoting virtual racing, and developing new talent in the region. These will include activations featuring pro esports drivers at YAS HEAT ESPORTS’ global racing hub at the Yas Marina Circuit. 

The organisation will also be adopting Microsoft’s Intelligent Cloud services, and will be promoting the tech giant with branding across team kits and car liveries. 

Regarding the partnership Acting CEO, ADMM (Abu Dhabi Motorsport Management – operator of YAS HEAT), Saif Al Noami, said:

“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.”

While Public Sector Director at Microsoft UAE, Leila Serhan, 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.”

YAS HEAT ESPORTS was established in August, through a partnership between Abu Dhabi Motorsport Management and London-based Veloce Esports. The organisation is also partnered with major airline Etihad, and luxury watchmaker Richard Mille. 

🔥 YAS Heat x Microsoft 🔥

Hold on tight. Things just got upgraded 💨

We are super excited to welcome @MicrosoftUAE onboard as our official technology partner 🤝

Together we aim to develop the next generation of virtual racing talent in the rapidly expanding Esports world 🙌🏼 pic.twitter.com/CsLiBorFDM

— YAS HEAT (@yas_heat) December 8, 2020

AYO.NEWS says:

With the UAE already a high profile real-world motorsport hub, it seems only natural that sim racing should also do well there, and having a partner with the resources of Microsoft can only help YAS HEAT accelerate its efforts. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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