The Automobile and Touring Club of the UAE (ATCUAE), organisers of the Abu Dhabi Desert Challenge, announced today that the 24th edition of the event staged in April was seen by a global TV audience of 68,225,000.
This was made up of 65,425,000 viewers who saw highlights distributed by Eurosport to TV stations worldwide, and another 2.8 million who watched the broadcaster’s own daily coverage.
The remarkable figures mark an increased television audience of 71% from 2013.
“The figures are impressive, but we’re confident of growing the TV audience significantly in the years ahead,” said ATCUAE President Mohammed Ben Sulayem, who founded the Desert Challenge in 1991.
“We expect next year’s 25th anniversary event to attract a bigger and better entry, based on stronger support from both teams in the Middle East and overseas, which will ensure media and public interest continues to grow.”
Sulayem has presented a detailed Eurosport analysis of TV coverage of the 2014 Desert Challenge to Sheikh Nahayan, Chairman of the General Authority for Youth and Sports Welfare, who visited the rally’s desert base close to the Qasr Al Sarab Desert Resort to meet officials and watch some of the action in April.
“We’re very grateful to Sheikh Nahayan for his personal backing and encouragement, and for the overall support we receive from the government,” said Sulayem, the FIA Vice President. “This is vital to the continuing success and popularity of the event, and to ensure that it is used effectively to promote Abu Dhabi as a unique sporting and travel destination.”
The Desert Challenge is part of the FIA World Cup for Cross Country Rallies for cars and the FIM Cross Country Rallies World Championship for bikes. The 25th Desert Challenge will take place next year from 27 March – 2 April.
