Time Events, a company specializing in managing and organizing major events, announced the signing of a strategic contract with Saudi Motorsports Company, the entity responsible for promoting motorsports in the Kingdom. Under this contract, Time will be responsible for executing and organizing the opening and closing ceremonies of the highly anticipated 2026 Dakar Rally in Saudi Arabia.
In an official statement published on the Saudi Stock Exchange (Tadawul), the company revealed that the project's value exceeds 5% of its total projected revenue for the 2024 fiscal year, reflecting the scale and importance of this collaboration. Work on the project is scheduled to last 13 weeks, with the positive financial impact of this contract expected to be reflected in the company's financial results during the first quarter of 2026.
Dakar Rally: A history of challenge in the heart of the Kingdom
The Dakar Rally, which first took place in 1978, is the world's oldest and toughest desert race, testing the endurance of drivers and vehicles in the harshest natural conditions. After decades in Africa and then South America, the rally found a new home in Saudi Arabia in 2020. The Kingdom's hosting of the rally has provided competitors with a unique opportunity to explore its diverse and captivating terrain, from the vast sand dunes of the Empty Quarter to towering mountains and rugged rocky areas, adding a new and exciting chapter to the history of this global event.
The strategic importance of the Kingdom and the promotion of Vision 2030
Hosting and organizing global events of the scale of the Dakar Rally is central to the goals of Saudi Vision 2030, which aims to diversify national income sources and enhance the Kingdom's position as a leading global tourism, sports, and entertainment destination. The rally's impact extends beyond the sporting arena, stimulating the tourism sector, creating job opportunities, attracting international investment, and showcasing the Kingdom's immense organizational capabilities and advanced infrastructure to the world. The opening and closing ceremonies, in particular, serve as a massive cultural and media platform through which the Kingdom reflects its identity and heritage to the world.
Expected impact extends beyond the race
Awarding the organization of the opening and closing ceremonies to TIME not only reinforces its proven track record in delivering major events, but also guarantees an exceptional experience befitting the Dakar Rally's global reputation. These celebrations are expected to attract millions of viewers worldwide, further solidifying the Kingdom's positive image as a global hub for major sporting events. This contract represents a significant step towards delivering an unforgettable 2026 Dakar Rally, reflecting the remarkable development of the sports and entertainment sector in Saudi Arabia.
