Yellow fever has hit the UAE Touring Car Championships, as the Japanese car accessory giant Yellow Hat sign up as the title sponsor for the 2008/2009 season. For those who have not yet paid them a visit, Yellow Hat is one of the world’s largest chains of auto superstores and service centres, with over 500 stores throughout Asia turning over in excess of $ 1.1 billion. The Middle East’s first Yellow Hat superstore opened in Times Square Center on Sheikh Zayed Road in Dubai a few months ago, at which time we spent $ 100 on air-fresheners, a tartan car cover, two air horns and a supercar DVD..

Graham Markwick, general manager of Yellow Hat, said, ‘Yellow Hat has a strong history of active involvement in Motorsports.  As a company, we are passionate about all things related to cars and our sponsorship of the 2008/2009 UAE Touring Car Championships is a demonstration of our desire to be part of the expansion of national motorsports. With the addition of television coverage this year, the future for motorsports in the region looks very bright.’

Furthermore, Talkabout Media will be producing highlights of each race day - this forthcoming season, which will be aired on a number of major networks. The combination of a major title sponsor and key TV coverage is yet another promising step forward for motorsport in the Middle East.