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First Ever Cross Country Survey Reveals Economic And Sporting Impact Of The Abu Dhabi Desert Challenge
(22 August 2011)

A recent survey of the ADDC 2011 reveals that the media value of the event to the UAE was over AED 6 million from sports channel Eurosport with an estimated 47 million people worldwide had the opportunity to see the event and a total of over 23 million people able to read about the event in print media worldwide.

The ADDC Competitor Survey was undertaken on behalf of the Institute of Sport Research of the UAE by Dr. Hassan from the University of Ulster in the UK, one of the world’s most acclaimed researchers in major events including motorsport and took place at the 21st edition of the ADDC, a round of FIA World Cup and FIM Cross Country World Cup.

Dr. Hassan commented "Historically both World class motorsport events and Middle East Sport have been under researched and I hope that this report will help stimulate more research in both areas which can enrich both the sports concerned and academic knowledge".

The survey set out to ascertain the contribution of the event to the economy and also establish the media value of the eventthat is unique in sporting terms in that it is not affirmed on direct spectator attendance but rather as a global mediated spectacle.

The findings of the report highlight the cost valuations of the event, with the average cost of participation in the ADDC 2011 for a team at 222,019 AED with a mean of 12.9 personnel involved staying for 10 nights. In contrast, if the teams participating in the ADDC that are based in the UAE were excluded, the cost could be as high as 302,055 AED per team with total overall satisfaction from competitors found to be 79.4% overall.

Mohammed Ben Sulayem, President of ATCUAE commented on the survey, "This is a very significant milestone in motorsport research in the UAE and the series on a global basis. I want to pay tribute to Dr. David Hassan and his research team for this fine report."

The report on the sporting and economic impact of The Abu Dhabi Desert Challenge (ADDC) 2011 profiled a cross section of 26 competing teams from 13 different countries to ascertain their views on various aspects of the event including, expenditure, media value and satisfaction among other aspects.