The Abu Dhabi Desert Challenge (ADDC) is preparing for its 34th and most demanding edition, expanding into new, even more remote areas enabled by the world-class superior connectivity experience delivered by the official technology partner e& in UAE.
Established in 1991, the Abu Dhabi Desert Challenge is one of the world’s most prestigious cross-country rally events and a key stop in the FIA World Rally-Raid Championship (W2RC) and FIM Cross-Country Rallies World Championship.
At an event like the Desert Challenge, extreme conditions and remote landscapes push both athletes and technology to the limit. A trusted partner like e& plays a critical role in delivering cutting-edge solutions that power extreme sports and adventure experiences, allowing competitors to take on unprecedented terrain without sacrificing the connectivity that ensures their safety.
The 2025 Desert Challenge route will take competitors across an exacting five-stage course, featuring over 60 per cent new terrain. Starting from the lush oasis of Al Ain – an exciting first for the event – racers will journey through the towering dunes of Mezeer’ah before reaching the challenging marathon stage at Al Qua’a, concluding with a grand finale back toward Abu Dhabi.
As part of an innovative evolution, this year’s marathon stage is open not only to bikes but also to cars. Competitors must navigate this stage without external mechanical assistance in one of the remotest parts of the UAE – known as the Milkyway Spot – underlining the endurance-based spirit of desert rally-raid racing and the importance of staying connected during such grueling challenges.
By delivering reliable and seamless 5G connectivity, e& empowers organisers, participants, and media teams with real-time data transmission, ultra-low latency communication, and high-speed internet access—essential for live broadcasting, navigation, safety monitoring, and fan engagement.
This level of connectivity transforms the event experience, enabling advanced digital solutions that enhance performance, security, and entertainment in one of the world’s most demanding environments.
Fares Hamad Fares, Vice President/Digital Communications, e&, said: “The Abu Dhabi Desert Challenge is the ultimate test of endurance, skill, and determination—values that are at the heart of e&’s ‘Go for More’ brand ethos. This rally embodies the spirit of pushing boundaries, embracing challenges, and delivering next-level performance, inspiring racers and fans alike to strive for more.
“Just as this rally pushes limits in the world’s toughest terrains, we’re taking connectivity a step ahead to power the future of extreme sports, ensuring that every moment of ambition and adventure is seamlessly connected.”
Khalid Bin Sulayem, President, Emirates Motorsports Organisation (EMSO) said: “The Abu Dhabi Desert Challenge continues to push off-road endurance racing to its limits thanks to the support of our official technology partner e&. This partnership allows us to deliver an event in line with the highest standards of sporting excellence and safety.
“Collaborating with well-established partners like e& helps the Desert Challenge hold its title as one of the most infamous and demanding rallies in the world. This 34th edition promises to make its mark on the W2RC and on the world of off-road racing, pushing competitors to the limit in increasingly remote landscapes.”
As the Abu Dhabi Desert Challenge unfolds from 21st to 27th February 2025 in the rugged Al Dhafra region, e& will enhance the event with its cutting-edge connectivity and technology solutions.
From the heart of the action to the dedicated activation zone at Hazza Bin Zayed Stadium in Al Ain, e& ensures that participants, organisers, and fans stay seamlessly connected. Whether enabling real-time race tracking, powering immersive digital experiences, or ensuring instant content sharing, e& remains is committed to supporting extreme sports with next-generation connectivity, transforming high-adrenaline competition into a fully connected experience.
The Abu Dhabi Desert Challenge is held under the patronage of H.H. Sheikh Hamdan Bin Zayed Al Nahyan, the Ruler’s Representative Court in Al Dhafra Region. The event is organised by the Emirates Motorsports Organisation in cooperation with the Abu Dhabi Sports Council.
The Abu Dhabi Desert Challenge is supported by Energy partner ADNOC Distribution; the Department of Culture and Tourism Abu Dhabi, Technology Partner e&, and Official Logistics Partner DHL, Automotive Partner Al-Futtaim Toyota and governmental support from the Ministry of Defence & UAE Armed Forces, Abu Dhabi Police, Media Partner Abu Dhabi Media Office Abu Dhabi Distribution Co, Al Dhafra Region Municipality, Tadweer, and our official broadcaster Abu Dhabi Sports TV.
About e&
e& is a global technology group committed to advancing the digital future across markets in the Middle East, Asia, Africa and Europe. With the group’s financial performance in 2023 showing a consolidated net revenue of AED 53.8 billion and a net profit of AED 10.3 billion, e& continues to maintain its position as a financial powerhouse, reflected by its strong credit rating and solid balance sheet.
Founded in Abu Dhabi over 48 years ago, e& has evolved from a telecom pioneer into a technology group. Its footprint now spans 38 countries, offering a comprehensive portfolio of innovative digital services ranging from advanced connectivity, entertainment, streaming and financial services to AI-powered solutions, cloud computing, ICT, cybersecurity and IoT platforms.
The Group is structured around five core business pillars: e& UAE, e& international, e& life, e& enterprise and e& capital, each catering to distinct customer and market needs. These pillars empower e& to lead in various sectors, from telecom and digital lifestyle to enterprise services and venture investments. The ongoing strategic investments in AI, IoT, 5G and cloud services reinforce its leadership in the global technology landscape, driving the future of smart connectivity and innovation.
Driven by innovation, sustainability and a commitment to digital empowerment, e& is set on creating a smarter, more connected future for individuals, businesses and communities.
