Soudah Development races into extreme sports with Dakar


Soudah Development (SD), a closed joint-stock real estate development company owned by the Public Investment Fund of Saudi Arabia, has become the main partner in one of the world’s toughest endurance motorsports: the Dakar Saudi Arabia 2022. The sponsorship reflects SD’s commitment to promote extreme sports and adventures under its vision to create a luxury mountain tourism destination in Soudah and parts of Rijal Almaa.

Setting the pace for the Kingdom’s burgeoning sports scene, Dakar Saudi Arabia 2022 will welcome international competitors. Drivers will navigate a challenging 9,000km journey across vast swathes of desert terrain, travelling through Hail, Riyadh, Jeddah and the Asir region where SD is based in the quest for glory.

Dakar Saudi Arabia 2022 is the first motorsports competition SD has sponsored since it was established by His Royal Highness Crown Prince Mohammed bin Salman Al Saud, Chairman of the Board of SD. It will invest SR11 billion to establish world-class infrastructure and tourism projects under plans to develop 2,700 hotel rooms, 1,300 residential units, and 30 commercial, entertainment, sports and adventure attractions.

Sponsoring the hardest race in the world aligns with SD’s efforts to create a luxury tourism destination high above the clouds and attract more than two million tourists throughout the year by 2030. The mountains in Soudah and parts of Rijal Almaa boast a formidable legacy in extreme sports and adventure with its high altitude and cool temperatures providing an ideal environment for a wide range of adrenaline-fueled activities.

Dakar Rally 2022 will also be the first of many local, national and global events SD will support to highlight the immense sports, entertainment, wellness, relaxation, cultural and heritage offering the destination offers to both domestic and international tourists.