EMC celebrates Abu Dhabi Tour sponsorship with first ever ‘Emirates Motor Company’ stage of the race

Emirates Motor Company (EMC) celebrated its sponsorship of the Abu Dhabi Tour in style yesterday as it was announced that the first stage of the world class cycling race would be re-named the Emirates Motor Company Stage.

The official automotive sponsor, which is supporting the event for a third year in a row, was joined by the Abu Dhabi Sports Council and delegates from the Abu Dhabi Tour yesterday (22nd) as they officially launched the 2017 event.

The first stage of the race was previously called the Western Region stage due to where it takes place. The sprinter stage will get underway in Madinat Zayed before touring the various towns and villages in the region before returning to the start.

Al Fahim Group’s EMC works in partnership with the Abu Dhabi Sports Council to improve the lives of the community at large by sponsoring large global events that put the city and country on the map while also supporting grassroots community events that help to promote healthy lifestyles and encourage people to aspire to more.

His Excellency Aref Al Awani, General Secretary of Abu Dhabi Sports Council, said: “The partnership we have with Emirates Motor Company to support sporting events in Abu Dhabi runs a lot deeper than just sponsorship.

“The global events, such as the fantastic Abu Dhabi Tour, are vital in driving sustainability by attracting investment into the city and country, but they also give people living here something to aspire to as they set out to achieve greatness through their own sporting activities.”

Emirates Motor Company (EMC), is the authorised Mercedes-Benz distributor in Abu Dhabi and flagship company of Al Fahim Group. 2017 will be the third year in a row it has sponsored the race.

Khaled Abdul Karim Al Fahim, Board Member of the Al Fahim Group, will award the trophy for the first ever Emirates Motor Company Stage at a ceremony on the podium in Madinat Zayed on Thursday (23rd) evening.

He commented: “We’re absolutely delighted to be the automotive sponsors of the race again this year and pleased that our continued support has been marked in such a fabulous way with the first ever Emirates Motor Company Stage.

“As a family run business with such a strong and deep heritage in the UAE we are committed to doing all we can to promote this incredible country to the world while helping to improve the lives of the people within it.”

The Abu Dhabi Tour, scheduled from 23 to 26 February 2017 gained World Tour status in 2016 and is the only Middle Eastern race on the 2017 UCI World Tour calendar. The Emirates Motor Company stage of the race runs entirely in the desert, with the first and last parts of approximately 45km taking place on straight, wide roads.

Frank Bernthaler, CEO of Al Fahim Automotive, said: “It has been great to see how the Abu Dhabi Tour has grown in the three years we have been supporting it and it truly deserves its place on the UCI World Tour calendar.

“We are proud to have been part of that impressive achievement and it demonstrates what can be accomplished in the UAE through strong partnerships and a desire to always aspire to more.”

As part of its sponsorship of the event, EMC has provided 70 Mercedes-Benz vehicles from its exclusive range, the majority of which will be used as support vehicles during the four-day race. It has also set up a stand at the fanzone at Nation Towers where the stunning E43 AMG is on display.

The Abu Dhabi Tour will see 16 UCI World Teams and four UCI Professional Continental Teams, consisting of some of the best riders in the world, battle it out over four gruelling stages.