DAKAR Rally 2024

In 2024, SMG was once again responsible for the domestic, regional and international PR & Communications strategy and implementation for the Dakar in Saudi on behalf of the Saudi Motorsport Company, promoter of the world’s most prestigious and challenging endurance rally race, the Dakar Rally. This marked the third consecutive year the Saudi Motorsport Company trusted our team with the task of promoting the two-week long endurance rally. 

With a focus on highlighting the transformation of the Kingdom through hosting the most esteemed rally in the world in Saudi Arabia for the fifth consecutive year, the tailored communications strategy developed and implemented by SMG helped demonstrate how the Kingdom is further establishing itself as a world-class regional and global motorsport hub. 

It was important to the Saudi Motorsport Company that the distinctiveness of the Dakar in Saudi was emphasised in its publicity, as well as showcasing why the experience was so special to organisers and competitors alike. SMG utilised its industry connections to facilitate interviews with the 1983 Dakar winner, Jacky Ickx, four-time Dakar winner, Carlos Sainz Sr. (2010, 2018, 2020, 2024), and Dakar Rally Director, David Castera (ASO), who shared their insights and experiences on competing in the challenging event across the years as well as why it has found a special new home in Saudi Arabia.

The 2024 event raced across new territories with 60 per cent of the route covering completely new terrain, highlighting the different climate zones and landscapes the Kingdom has to offer. UNESCO World Heritage sites, including Hegra in AlUla and Al-Qaisariah Souq inside the historical centre of Al-Koot, were dotted along the 7,974km route of the 12-stage rally, drawing attention to the Kingdom’s rich culture and heritage – another important goal of the client.

SMG’s work between November 2023 and January 2024 – in Arabic, English, German and Spanish – helped to generate 86 feature articles and 19 on-event broadcast interviews with national and international media that generated an audience reach of 29.3million people across 77 countries globally, thereby successfully achieving the targets set by the client.

• PR & Communications Strategy
• Establishing and Distributing Key Messages and Values of the Dakar Rally
• Management of Saudi Media
• Coordinate other service providers and support agencies
• Crisis Comms