Dakar

Since its founding in 1979, the Dakar Rally has shocked the world as "the toughest rally in the world" and "a game for the brave," becoming the ultimate symbol of off-road competition and adventurous spirit. From its original Paris-Dakar route to its sixth year rooted in Saudi Arabia today, the race has spanned three continents—Africa, South America, and Asia. It has always tested the dual limits of drivers and vehicles with an extreme course of over 8,000 kilometers, covering complex terrains such as deserts, mountains, and canyons.
As a world-class IP, its core appeal stems from three key values: first, unparalleled communication power— the 2025 race was broadcast on 70 TV stations across 190 countries, reaching over 500 million global viewers, with 9.3 million social media followers and official video views exceeding 408 million, while real-time digital tracking services grew by 2% year-on-year; second, diverse audience base—80% of participants are amateur drivers, forming a unique ecosystem of "professional competition + public resonance" that accurately targets high-net-worth off-road enthusiasts, technology pursuers, and those seeking spiritual connection; third, brand empowerment—from Land Rover becoming the official automotive partner and forming a factory team in 2025, to Audi winning with an electric race car to showcase technological breakthroughs, and long-term involvement of brands like Toyota and Honda, the race has become a top-tier stage to verify product strength and convey brand spirit.
As founder Thierry Sabine said: "For those who participate, it's a challenge; for those who don't, it's a dream." Today, the Dakar spirit of "adventure, perseverance, and breakthrough" has transcended the race itself, becoming a bridge for cross-industry brands to connect with global users.
Mighty Sports exclusively holds the authorization for this IP, offering various brands opportunities for diversified collaborations such as event sponsorship, equipment cooperation, and content co-creation, unlocking dual growth in off-road traffic and spiritual value.