Ex-nissan man Cox launches esports team
Former Nissan motorsport boss Darren Cox has launched the world’s first professional esports racing team, which has garnered support from real-world teams.
Cox launched his new ESPORT+CARS initiative last week and intends to gather together the best virtual racing drivers across the globe to compete in tournaments around the world.
Cox previously founded the successful Nissan Playstation GT Academy scheme, which turned gamers into real-life international racing drivers.
“The ESPORT+CARS Virtual Racing Team is the first step in professionalising motorsport in the virtual world,” said Cox. “We want to use the team to shine a light on the huge opportunity that is virtual motorsport and we will do it by mirroring the approach of the best teams and brands in the real motorsport world.”
Cox added that he saw esports as an ideal way to boost interest in real-life motorsport: “Fans are now ‘finding’ their sports through the digital world and gaming, indeed 72 per cent of gamers we interviewed said that gaming had made them motorsport fans.”
World Endurance Championship team Greaves Motorsport is a partner of the new team. Manager Tim Greaves said: “We have seen the professionalism of gamers first hand and are watching esports with interest.”