Desert Challenge builds on the world stage

Mohammed Bin Sulayem, chairman of the organising committee, today signed a new co-sponsorship agreement with Dubai Waterfront, an 81 million square metre development by major developers Nakheel, and promised to make the 15th edition of the rally a landmark occasion.

Said Sulayem: "We're going to have a world-class line-up of drivers and riders, and the support of Dubai Waterfront will ensure that the rally, and the country, are seen by a bigger than ever worldwide audience in our 15th year. It will be a very special event."

The announcement of Dubai Waterfront's backing for the Desert Challenge coincides with Sulayem's appointment of an official television production partner to maximise TV coverage as top French rider Cyril Despres aims for a fourth bikes victory in the UAE to secure a world title success.

Dramatic action from the notorious Empty Quarter will go worldwide alongside images of Dubai Waterfront - the largest waterfront development in the world that will transform the south-western part of Dubai - and others focusing on UAE culture and traditions.

"We're very happy to be offering our support for the Desert Challenge" said Khaled Al Huraimel, General Manager of Madinat Al Arab, the first phase and downtown hub of Dubai Waterfront. "This a unique event in that it gives competitors, media, spectators and viewers from around the world a close-up view of Dubai, and shows them so many other new and traditional aspects of the UAE."