One of the great mysteries of motorsport is sponsorship. At the highest level, where Formula One teams employ hundreds of highly qualified engineers and manufacturing staff to design and build their race cars, sponsors effectively pay the wages and foot the bill for all the R&D and production costs, and pay for the engines. But why?
The benefit a sponsor seeks is brand exposure to Formula One's 600 million global viewers. So the return on their sponsorship investment is often in direct proportion to the success or popularity of their chosen team on whose car their logo is attached. Calculation of that benefit is based on the on-screen media value, but this is only half the picture as there are tens of thousands of print media outlets carrying editorial and pictures every day. The return on investment for a sponsor of a top team is impressive, and typically exceeds US$1 million (Dh3.67m) from just one race, and $5m (Dh18.3m) is not uncommon. Bear in mind there will be 19 races this season.
But what happens at the other end of the sport, where our stars of the future are learning their trade? Of course many young people don't have enough money and cannot fund racing. So they rely totally on the support and encouragement of their parents until they get to the point where their talent shines through and they are racing in a promoted series, where brand exposure becomes commercially viable courtesy of TV and print media coverage.
The bottom line is that, until drivers graduate to a race series that has TV exposure, then sponsorship is going to be largely based on the goodwill of friends and relatives, because there is no viable value proposition for a sponsor. Having said that, if a driver is creative and is willing to work actively as an ambassador for a sponsor to help promote their brand, there is no reason why a relationship cannot be built that might evolve into a long-term partnership. This will typically involve branding the car, inviting the sponsor and their guests to enjoy hospitality with the team at race days, and using the car to help promote interest in the sponsor's company.
But the success of Formula One sponsorship has an unfortunate side effect. Parents of young drivers are sometimes led to believe that commercial sponsors will have an interest in their offspring's activities from day one. This is, of course, highly unlikely. Unless those parents are able to invest in the personal development and aspirations of their children, those worthy ambitions will probably remain unfulfilled.
It is therefore the responsibility of those of us in both the private and public sectors, who would like to see the sport of motor racing flourish in the UAE, to develop mechanisms and incentives that will educate and encourage those parents to support their children's ambitions where appropriate. From my perspective, I am pleased that the awareness of this crucial issue is growing and will be addressed. If this continues and develops, there is absolutely no reason why we cannot expect to see a UAE flag on a race car in a Grand Prix at Yas Marina Circuit.
Barry Hope is a director of GulfSport Racing, which is hoping to produce the first Arab F1 driver through the FG1000 race series. Join the UAE racing community online at www.singleseaterblog.com
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BORDERLANDS
Starring: Cate Blanchett, Kevin Hart, Jamie Lee Curtis
Director: Eli Roth
Rating: 0/5
The%20specs
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The specs
Engine: 1.5-litre turbo
Power: 181hp
Torque: 230Nm
Transmission: 6-speed automatic
Starting price: Dh79,000
On sale: Now
The specs
Engine: 2.7-litre 4-cylinder Turbomax
Power: 310hp
Torque: 583Nm
Transmission: 8-speed automatic
Price: From Dh192,500
On sale: Now
COMPANY%20PROFILE
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Israel Palestine on Swedish TV 1958-1989
Director: Goran Hugo Olsson
Rating: 5/5
Results
5pm: Handicap (PA) Dh80,000 (Turf) 1,600m; Winner: Nadhra, Fabrice Veron (jockey), Eric Lemartinel (trainer)
5.30pm: Maiden (PA) Dh80,000 (T) 1,400m; Winner: AF Dars, Tadhg O’Shea, Ernst Oertel
6pm: Handicap (PA) Dh80,000 (T) 1,400m; Winner: AF Musannef, Tadhg O’Shea, Ernst Oertel
6.30pm: Handicap (PA) Dh80,000 (T) 1,200m; Winner: AF Taghzel, Malin Holmberg, Ernst Oertel
7pm: Wathba Stallions Cup Handicap (PA) Dh70,000 (T) 2,200m; Winner: M’Y Yaromoon, Khalifa Al Neyadi, Jesus Rosales
7.30pm: Handicap (TB) Dh100,000 (PA) 1,400m; Winner: Hakeem, Jim Crowley, Ali Rashid Al Raihe
UAE currency: the story behind the money in your pockets
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MATCH INFO
Uefa Champions League final:
Who: Real Madrid v Liverpool
Where: NSC Olimpiyskiy Stadium, Kiev, Ukraine
When: Saturday, May 26, 10.45pm (UAE)
TV: Match on BeIN Sports
Tightening the screw on rogue recruiters
The UAE overhauled the procedure to recruit housemaids and domestic workers with a law in 2017 to protect low-income labour from being exploited.
Only recruitment companies authorised by the government are permitted as part of Tadbeer, a network of labour ministry-regulated centres.
A contract must be drawn up for domestic workers, the wages and job offer clearly stating the nature of work.
The contract stating the wages, work entailed and accommodation must be sent to the employee in their home country before they depart for the UAE.
The contract will be signed by the employer and employee when the domestic worker arrives in the UAE.
Only recruitment agencies registered with the ministry can undertake recruitment and employment applications for domestic workers.
Penalties for illegal recruitment in the UAE include fines of up to Dh100,000 and imprisonment
But agents not authorised by the government sidestep the law by illegally getting women into the country on visit visas.
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
THE BIO
Born: Mukalla, Yemen, 1979
Education: UAE University, Al Ain
Family: Married with two daughters: Asayel, 7, and Sara, 6
Favourite piece of music: Horse Dance by Naseer Shamma
Favourite book: Science and geology
Favourite place to travel to: Washington DC
Best advice you’ve ever been given: If you have a dream, you have to believe it, then you will see it.
Blackpink World Tour [Born Pink] In Cinemas
Starring: Rose, Jisoo, Jennie, Lisa
Directors: Min Geun, Oh Yoon-Dong
Rating: 3/5
The specs
Engine: 2-litre or 3-litre 4Motion all-wheel-drive Power: 250Nm (2-litre); 340 (3-litre) Torque: 450Nm Transmission: 8-speed automatic Starting price: From Dh212,000 On sale: Now
The specs
Engine: four-litre V6 and 3.5-litre V6 twin-turbo
Transmission: six-speed and 10-speed
Power: 271 and 409 horsepower
Torque: 385 and 650Nm
Price: from Dh229,900 to Dh355,000
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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Marathon results
Men:
1. Titus Ekiru(KEN) 2:06:13
2. Alphonce Simbu(TAN) 2:07:50
3. Reuben Kipyego(KEN) 2:08:25
4. Abel Kirui(KEN) 2:08:46
5. Felix Kemutai(KEN) 2:10:48
Women:
1. Judith Korir(KEN) 2:22:30
2. Eunice Chumba(BHR) 2:26:01
3. Immaculate Chemutai(UGA) 2:28:30
4. Abebech Bekele(ETH) 2:29:43
5. Aleksandra Morozova(RUS) 2:33:01
Learn more about Qasr Al Hosn
In 2013, The National's History Project went beyond the walls to see what life was like living in Abu Dhabi's fabled fort:
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SPECS
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Company%20Profile
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Company Profile
Name: Thndr
Started: 2019
Co-founders: Ahmad Hammouda and Seif Amr
Sector: FinTech
Headquarters: Egypt
UAE base: Hub71, Abu Dhabi
Current number of staff: More than 150
Funds raised: $22 million
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Company%20profile
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The%20Secret%20Kingdom%20
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