Premier Inn Middle East sponsored the winning team – Limitless Speed, in the 2023 Formula Ethara junior racing team Rookie category, as part of its commitment to supporting educational initiatives, community events and sport across the Middle East. Formula Ethara, a UAE schools project led by the organisers of Formula 1 Abu Dhabi Grand Prix and Yas Marina Circuit, educates youngsters how business works in the real world. Participants must design a miniature racing car, come up with a team identity and find sponsorships, before presenting their business case and car concept to judges.