Predictions of Snow in the Desert…

ABU DHABI, UAE - Presented by Rani, the Adrenaline Sports Live festival, Which Runs From the 8th - 10th October in Abu Dhabi, is Heating Up. Or is That Cooling Down?

UBMi UAE, organisers of the Adrenaline Sports Live Festival, presented by Rani are pleased to announce another adrenaline-first for Abu Dhabi, confirming that they are working with Majid Al Futtaim Leisure to bring the first ski slope to Abu Dhabi in October.

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Adrenaline Sports Live is the country’s first and only proven annual meeting point for the extreme, adventure and adrenaline sports communities and related companies. Adrenaline Sports Live 2009 will be an innovative action-packed family day out, where visitors can try out new sports, see the professionals demonstrate their skills, get advice from local sports clubs, buy sports equipment and clothing and book adventure holidays directly at the festival.

Majid Al Futtaim Leisure own and operate the very successful Ski Dubai and plans are underway to build a temporary ski slope at the Adrenaline Sports Live festival where visitors to the festival can try skiing and snow boarding and watch professionals take to the slope.

Mike Mahoney, General Manager of Ski Dubai, the region’s first indoor ski resort, is delighted with the idea of taking the slopes of Ski Dubai outside the facility.

“This is the first time that we are taking our slopes to our Abu Dhabi visitors rather than they visiting us and we are very excited about it. The experience of snow in a desert is unique and we recognise that a lot of people in the UAE have never experienced snow. By taking our slopes beyond Dubai, we want the residents of the capital to have an unforgettable experience of snow and winter.”

Matt Tarrant, Show Director of Adrenaline Sports Live presented by Rani says “As the region’s first and only established festival for adrenaline, extreme and adventure sports and holidays, it is very important to us to continue to provide innovative, fresh and exciting experiences for visitors to the festival - the success of the festival depends entirely on the visitor experience. At this point, Abu Dhabi does not have an established indoor ski slope, so we are proud to work with Majid Al Futtaim Leisure to provide residents and visitors of Abu Dhabi another adrenaline first! This also allows us to provide a unique sponsorship opportunity for interested companies to advertise on the slope itself.”

Adrenaline Sports Live, presented by Rani launched in 2008, welcomed over 19,000 visitors to the festivals over three days. In 2009, the festival runs from the 8th - 10th October at the Abu Dhabi National Exhibition Centre and is open to the general public. Free buses will run from major malls in Abu Dhabi to the festival and competitions onsite will give visitors to the show a chance to win over $20,000 worth of adventure holidays and adventure and adrenaline sports equipment. The ticket price of Dhs50 for adult and Dhs25 for children (under 16) allows entry to the show, the ability to try all of the adrenaline sports on offer, and entry to the Barbican Turbo festival.

Barbican Turbo, the Ultimate Auto Fest is the region’s meeting point for custom car and motorcycle enthusiasts, and will feature demonstrations by the European Drift Champions, a Sound-Off competition for the best-in-car entertainment system, the Dyno-Shootout for the car with the largest horsepower, and the Top 100 - a competition to find the top 100 customised cars in the UAE.

Three days of action-packed adventure in Abu Dhabi - not to be missed!

Companies, associations and agencies interested in finding out more about Adrenaline Sports Live, presented by Rani should contact the organisers, UBMi UAE for information on +971-2-406-4471 or email matt.tarrant@ubm.com.

www.adrenalinesportslive.com

Notes to the editor

Adrenaline Sports Live, presented by Rani is organised by UBMi UAE, and is one of the four founding partners of the Abu Dhabi National Exhibition Company.

Adrenaline Sports Live, presented by Rani will cover a range of areas, providing visitors and consumers everything they need to enjoy the adventure sports lifestyle:

- Retailers of the latest clothing and accessories - Adventure Tourism providers for the best in adventure holiday breaks - Clubs and associations, for visitors to learn more about particular adrenaline sports and join the club - Adrenaline and adventure sports equipment and kit - Professional demonstrations of adrenaline and adventure sports - Free trials of adrenaline and adventure sports for visitors including: - Wake boarding - Wake surfing - Climbing - Abseiling - Zip line - Snowboarding - Skiing - Skateboarding - Free running - Zooting - Kayaking - Dragon Boating - Sea Bobbing - Extreme Gaming - And much more… - Music stage for all day live entertainment

For media enquiries please contact: Cressida Evans, UBM, cressida.evans@ubm.com

Source: United Business Media (UBMi UAE)

For media enquiries please contact: Cressida Evans, UBM, +971-50-877-5460, cressida.evans at ubm.com