Irish esports infrastructure company Digital Motorsports has announced it has entered a partnership with FIA Rally Star, a motorsport initiative set up by the Fédération Internationale de l’Automobile (FIA), motorsport’s governing body.
As a result, the company has secured the marketing rights for the initiative, which aims to find the next generation of rally drivers.
The FIA Rally Star programme has been running throughout the 2021 season with drivers aged between 17 and 26 competing in a range of challenges using the WRC 9 rally simulation title. The initiative aims to increase inclusivity within the motorsports sector by including sim racing drivers in its talent search.
Yves Matton, FIA Rally Director, spoke on the deal in a release: “We have been delighted with the uptake for FIA Rally Star. Everybody at the FIA understands the landscape is changing for the current and next generation of motorsport competitor and fan. The FIA is all about inclusivity – on every level – in its search for ‘The Next One.’ We look forward to working with Digital Motorsports on FIA Rally Star.
“FIA Rally Star has made a great start, but we know we’re at the beginning of this journey and having Digital Motorsport alongside us from here on will bring a wider-reaching understanding of what we’re doing and how we’re globalising a previously unrivalled talent development programme.”
Niall Maher, CEO of Digital Motorsports, added: “Digital Motorsports is very proud to be a part of the FIA vision for an all-inclusive, all-access program for detecting young talent. The FIA encourage pioneering development in digital and esports sectors, which are key to engagement with new generations and will play an increasingly significant role in achieving diversity and true accessibility for all in Motorsport.
Esports Insider says: It appears that ESE Entertainment’s acquisition of Digital Motorsports has already made an impact as the company joins forces with an exciting talent programme organised by the world governing body of motorsport. With plenty of experience in esports marketing, FIA Rally Star has plenty of potential to succeed in what has become a highly competitive area of the industry.