Bahrain-based TIG Holdings, together with UK-based motorsport agency MPA Creative and McLaren have announced a new partnership to promote e-sports across the Arabian Gulf region (GCC) through the McLaren Shadow Project.
This follows the global launch of the McLaren Shadow Project — a virtual racing program that mirrors McLaren’s real world — in July.
The initiative will be the first Arabic language e-sports competition and will culminate in giving a GCC national the opportunity to compete in the worldwide finals at McLaren headquarters in Woking, UK in January 2019.
The program is built on three key components: The first, a competition to identify, nurture and develop a talented GCC national to participate in the McLaren Shadow Project global finals; the second, a broad consumer engagement attracting participants of all ages to take part in a week-long public event at the Seef Mall, Bahrain; and the third, to provide road safety and driver awareness education to improve road safety standards across the GCC region.
Ben Payne, McLaren director of e-sports, said: “As a company, McLaren has very close ties with the region and Bahrain in particular. To be able to welcome entrants from across the region and feature a GCC champion at our world finals is a real boost for the McLaren Shadow Project.”
“We are very excited to be able to announce this partnership,” said Dr. Mohammed Ahmed Jumaan, co-founder and director of TIG Holdings. “Motorsport is very popular in the region, and we are harnessing that passion for racing and all things automotive to deliver a competition with broad public appeal that creates a clear path to McLaren’s world finals while educating road users across the region on key driver awareness and safety messages.
“Our long-term agreements with McLaren and MPA Creative provide us with a solid and sustainable platform to expand this initiative across the Arabic-speaking world over time.”
Deborah Tee, CEO of MPA Creative, said: “This fantastic opportunity has come to life thanks to three partners sharing the same ambition and vision, each bringing complementary skills.”
Our program, built around the model of the McLaren Shadow Project, appeals to both casual participants and serious e-sports competitors while providing a unique platform to educate road users and improve safety standards across the region.”
