Dakar Rally Sponsorship Agency
Dakar Rally Sponsorship Agency
Collaborating with the greatest adventure in motorsport. The Dakar Rally: a name that resonates with adrenaline junkies and motor sports enthusiasts around the world.
In the world of racing, few events can boast the longevity and appeal of the Dakar Rally.
It all began in 1979, when Thierry Sabine, a French racer and adventurer, conceived the idea of a race that would test both man and machine.
The inaugural Dakar Rally, known as the “Paris-Dakar,” started from the heart of Paris, France, and culminated in Dakar, Senegal.
This daring transcontinental race covered more than 6,000 miles of treacherous terrain, crossing deserts, mountains and savannas.
Today, Participating in the Dakar Rally is no small feat.
Participants must face the relentless demands of this grueling race, covering staggering distances each day that test their physical and mental endurance. La Dakar tests notonly their driving skills, but also their navigation skills as they traverse the impassable wilderness with little more than a roadbook and a GPS. È more than just a competition: it is a celebration of human endeavor and the unyielding pursuit of the extraordinary.
The camaraderie among the competitors, the indomitable spirit of the support crews and the unwavering dedication of the fans create a unique, electrifying and moving atmosphere.
For companies and brands wishing to sponsor the Dakar Rally, it is an opportunity for worldwide visibility and exposure, but also a compelling narrative of adventure, freedom, perseverance and technological strength.
The Dakar Rally 2025: new routes and stages
The start will be on Jan. 3 from Bisha and the conclusion is scheduled for Jan. 17 in Shubaytah, two locations already familiar to participants, which will bring some new features this year.
Rally director David Castera has designed an event that aims to keep the excitement high until the last moment.
New features include confirmation of the famous 48-hour stage introduced last year, along with the Marathon and a mass start for one of the special stages.
Competitors will also face the passage through the Empty Quarter in the final stage.
One of the most significant changes is the separation of car and truck routes from motorcycle routes, requiring more track planning.
In addition, there will be a similar element to the WRC Power Stage, which takes place on the Sunday of each event.
This initiative is also expected to be adopted in the rest of the World Rally-Raid Championship, with the goal of bringing the audience even closer together, planned for 2026 after testing in Portugal.
RTR Sports Marketing is a sponsoring agency of the Dakar Rally.
Since 1995, RTR Sports Marketing has been advising brands and companies that wish to use motorsports sponsorship for their marketing and communications needs.
We secure deals in all major racing series and events, from Formula 1 to MotoGP from the Formula E at WEC: sponsorship of the Dakar Rally is no exception.
The experience and know-how of RTRSports Marketingas anagency of sponsorship of the Dakar Rally can help you and your brand with the following:
Brokering of sponsorships at the Dakar.
Are you and your brand considering a sponsorship package for the Dakar Rally?
Look no further.
We can help you build the best program with the best teams, drivers and riders.
From the initial design to the signed contract, we will provide you with ongoing advice.
Activation of Dakar sponsorship.
Activation is not the icing on the cake.
Rather, this is where the real value of the sponsorship package comes from and where aDakar Rally agency can really prove its worth.
It may be taking the showcar for a ride downtown or having the drivers sign autographs at one of your events: the sky is the limit here and creativity knows no bounds.
Dakar licensing.
RTR Sports Marketing is more than just a motorsports sponsorship agency.
From the earliest days, we strive to go beyond traditional visibility and harness the potential of the sport to create value for our clients. Licensing is a powerful tool to convey the exceptional values and legacy of Dakar and breathe new life into your products.
An impressive television and social media audience
- 4,200 hours of television broadcasting
- 190 countries broadcast the rally on 70 channels
- 13 hours of content broadcast daily, directly from the bivouac
- more than 560 people accredited for media on the entire event
- 120 average of 33 nationality
- more than 10.4 million visits to the website dakar.com from smartphones, tablets or desktops
- more than 1,000 media worldwide
- 5 million visits to the new Race Center live tracking module
- 6.6 million sessions on the Dakar app available on Google Play and App store
- 266 million video views on official platforms, from Instagram to Twitter, Facebook to YouTube
- a community of 6.7 million fans on social media
Why sponsor the Dakar Rally
The Dakar has always been synonymous with adventure, passion, discovery, speed and technology. Sponsoring the world’s most famous rally means becoming part of it and embracing its tradition and philosophy. Sponsors and partners receive extraordinary visibility and worldwide exposure due to the extraordinary media coverage: there is no magazine, website or social media in motorsport that does not devote ample space to this incredible event. But that is not all.
Becoming a sponsor of the Dakar means Embracing its values, reflect his emotions and achievements.
Rally sponsors receive unprecedented brand positioning, have extraordinary storytelling opportunities at their disposal, and can enjoy unprecedented marketing advantages.
While it is true that there is no adventure as big as the Dakar, it is also true that being its sponsor means equipping oneself with an immense marketing platform, capable of opening up B2B and B2C roads unimaginable.