Premier Inn kicks off its winter sports campaign

Premier Inn Middle East has launched its winter sports campaign in full force.

It started by sponsoring the winners of the Formula Ethara junior racing team this year.

The hotel brand helped a group of young entrepreneurs from Dubai’s Victory Heights primary school win with the design, building, marketing and testing of their miniature racing car. 

Formula Ethara, a project learning programme led by organisers of Formula 1 Abu Dhabi Grand Prix and Yas Marina Circuit, educates youth on how businesses work.

The challenge allows participants to design a car, come up with a team identity and find sponsorships before presenting their business case and car concept to judges.

Premier Inn sponsored the winning team – Limitless Speed, as part of its commitment to supporting educational initiatives, community events and sport across the Middle East. 

Simon Leigh, Managing Director at Premier Inn Middle East, said: “Premier Inn strives to be a force for good in all we do, including helping the youngsters of today to become the leaders of tomorrow. 

“I was impressed by the young racers’ pitch to Premier Inn. Not only did they show brilliant design skills and enthusiasm for their work, but they also proved they have a head for businesses and are aware of the importance of sustainability in today’s world.”

The Limitless Speed team includes 11 year olds Marcos Ortiz, Noah Kemble and James Emslie, competing against 53 other schools from across the UAE. 

Their winning pitch was judged on its verbal and digital presentations, as well as the car itself. There was also a focus on sustainability and how motor racing can contribute to climate change.

Marcos Ortiz from the Limitless Speed team, said: “Designing our car and working on our business pitch was a brilliant experience, and we’re really grateful to the team at Premier Inn for believing in us and supporting us through our Formula Ethara campaign.” 

The children experienced real life situations as they took on the roles of junior chef, receptionist, barista, lifeguard, waiter, housekeeping team and guests. 

The company also encourages budding young artists in their creativity with its annual Ramadan art competition, with more educational initiatives in the pipeline under its force for good campaign.