Saudi Arabian esports and gaming festival Gamers8: The Land of Heroes has named vehicle distributor Abdul Latif Jameel Motors as a strategic partner.
The two parties will join forces to engage young audiences through a range of activities, whilst also raising awareness of the GR Mena Cup sim racing competition.
The partnership is the first time an automotive company has partnered with an esports event in Saudi Arabia. Abdul Latif Jameel Motors joins an extensive Gamers8 portfolio which includes the likes of peripherals brand Razer and Qiddiya.
Details on the activations planned were not disclosed but Gamers8 and Abdul Latif Jameel Motors will focus on the regional stage of the GR GT Cup, a sim racing competition organised by Japanese automotive marque Toyota.
Gamers8 is no stranger to sim racing. In June 2023, it partnered with unreleased racing simulation title RENNSPORT to host a $1m (~£769,365) involving teams competing in the ESL R1 circuit.
Gamers8: The Land of Heroes is already underway, with the eight-week festival featuring a range of high-profile esports competitions that takes the event’s total prize pool to $45m (~£37.96m).
Vehicle partnerships in esports continue to appear. In May, South Korean organisation T1 partnered with Mercedes-Benz and in June, Team Vitality joined forces with KIA.
Omar Batterjee, Director of Corporate Communications and Public Relations at the Saudi Esports Federation, spoke on the deal: “The Saudi Esports Federation is delighted to confirm Abdul Latif Jameel Motors as a strategic partner for Gamers8: The Land of Heroes.
“Welcoming such an illustrious company and leading entity from Saudi Arabia’s automotive sector is a testament not only to the remarkable evolution of Gamers8, but also to the willingness of our Kingdom’s wider business community to join us on our mission to break new barriers in the world of gaming and esports.”
