Taking a bold step towards the future of sport, HURA and the World Phygital Community will aim to build a world-leading competition platform that seamlessly integrates digital and real-world sporting experiences. Both entities will also explore opportunities for community outreach, educational programs, and joint marketing efforts to boost awareness and participation in phygital sport and the Games of the Future.
By working together, they aim to build a sustainable framework that strengthens the tech focused competitive racing scene. The collaboration will focus on innovation and creativity to create engaging and accessible phygital events for diverse audiences.
HURA is known for harnessing advanced technology that features a combination of remote-controlled cars on real tracks alongside immersive digital driving interfaces.
Dan Merkley, Chairperson and Managing Director of the World Phygital Community, said: “With millions of people watching racing tournaments globally the opportunity to bring immersive remote phygital racing to life is huge. We know our World Phygital Community members are delighted by this MOU and the possibilities for phygital and racing fans across the world.”
Daniel Liu, the Founder of HURA Racing, participated in an insightful panel discussion titled, “Next-Gen Sports: The Power of the Phygital Era”, alongside other leaders in this space at the World Phygital Summit, which took place in Dubai from May 28 – 30. In this panel, Daniel shared insights on the technology behind HURA and how their racing tracks can be integrated into the Games of the Future as well as any public space.
Dan Merkley commented: “Together, with HURA, we are committed to expanding the global footprint of ultra-immersive remote phygital sports competitions. We’re so excited to be able to identify and work with partners to create new phygital formats for our WPC members, allowing them to build greater audiences engaging with phygital sports – it is absolutely the future.”
