The Sharjah Media City (Shams) and the Alef Group have signed a Memorandum of Understanding (MoU) to organise e-sports events and collaborate on other sports-related initiatives.

Alef and Shams sign MoU to organise e-sports events at Troops

The Sharjah Media City (Shams) and the Alef Group have signed a Memorandum of Understanding (MoU) to organise e-sports events and collaborate on other sports-related initiatives.

The signing ceremony was held in Troops Entertainment Centre at 06 Mall, Sharjah, and was attended by Dr Khalid Omar Al Midfa, Chairman of Shams, and Issa Ataya, CEO of Alef Group, as well as senior executives from both organisations.

Dr Khalid Omar Al Midfa stated that the MoU intends to provide sophisticated and creative e-sports competitions in the UAE, hold key events, and establish Shams as a leading e-sports centre in the UAE and the region. He emphasised the necessity of collaborating to provide world-class entertainment material and assist young Emirati talent in esports.

Issa Ataya expressed his enthusiasm and delight for the partnership, emphasising its importance in supporting and encouraging the growth of esports in the UAE, as well as establishing Sharjah as a leading sports event destination. He emphasised the agreement’s importance in creating an atmosphere suitable for developing budding esports talent amidst the fast development of the global gaming market.

According to the MoU, Shams will organise weekly e-sports competitions, distribute prizes, publicise the events, and interact with the esports community.

Alef Group will provide suitable locations, sporting equipment, and event promotion through its platforms. Alef can also contribute to the prize pool.

Both sides will follow a common branding strategy, organise pre-event events such as signing ceremonies and press conferences, and conduct relevant public relations efforts.