The Saudi Esports Federation has unveiled Abdul Latif Jameel Motors, an authorized distributor of Toyota since 1955, as a strategic partner for Gamers8: The Land of Heroes. The partnership marks the first time in Saudi Arabian history that an automotive company has partnered with an esports organization.
The partnership for Gamers8: The Land of Heroes will encompass areas of innovation and technology to be showcased throughout the world’s biggest gaming and esports festival, which runs for eight weeks from July 6 at Boulevard Riyadh City.
Gamers8: The Land of Heroes, organized by the Saudi Esports Federation, which was formed in 2017, features elite gaming titles alongside live concerts from the biggest global, regional, and local artists, and a multitude of activities and attractions.
Omar Batterjee, Director of Corporate Communications and Public Relations, Saudi Esports Federation, said: “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. We are incredibly excited to embark on this collaboration journey alongside Abdul Latif Jameel Motors. We believe our combined efforts and activities on the ground will contribute greatly to the influence, impact, and success of our second season, as well as enhance cooperation between our two industries which will be central to the Kingdom’s sustained economic growth and development in the years ahead.
Abdul Latif Jameel Motors will be engaging with young audiences through unique and fun activities during the festival. It will also be raising awareness about the GR MENA Cup, the official regional final stage leading up to the GR GT Cup, an esports tournament organized by Toyota Motor Corporation (TMC). This is in line with Abdul Latif Jameel Motors’ shared vision with TMC to bring excitement to the automotive industry through esports. The GR MENA Cup will take place in October in Jordan, with digital racers from the region competing against each other for a spot in the GR GT Cup, to be held in November in Japan.
Munir Khoja, Managing Director of Marketing Communication at Abdul Latif Jameel Motors, said: “Today, we mark a historic moment as we have joined forces with the Saudi Esports Federation as a strategic partner for Gamers8: The Land of Heroes. This groundbreaking partnership aligns with Saudi Arabia’s Vision 2030 as it supports the ‘Quality of Life Program’. The agreement also signifies the convergence of automotive excellence and esports. As we are embracing the future, we look towards finding opportunities to engage with the youth of Saudi through our vehicles while creating unique and exciting experiences. Together, we embark on a journey that redefines the boundaries of gaming and mobility, paving the way for a new era of possibilities.”
Gamers8: The Land of Heroes has a prize pool of $45 million – triple that of Gamers8 last year. The festival concludes with the Next World Forum, a gaming and esports forum held at the Four Seasons Hotel Riyadh at Kingdom Center on August 30-31, which brings together sector leaders and experts from around the world.