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Dakar Rally Sponsorships | How Much They Worth?

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Dakar Rally Sponsorships

It’s impossible for any sports organization to survive without sponsorship and tv rights deal today. Some sports got massive fan following and sponsorships bid to become the partner but how much it help the organizers of the event. Dakar Rally get some new sponsorships, but the organizers never revealed how much it impact the financial status of “Dakar” each year. Dakar Rally sponsorships and how much revenue they generate from.

How Much Dakar Rally Earn from Partnerships?

Aquafina, BFGoodrich, Honda are three official partners of the Dakar Rally. The details you can see in the give table are estimated, the official numbers not reported yet. The organizers always kept secret how much the official partnership deals bring money to the Dakar business. Honda and BFGoodrich the two were best paying sponsorship holders for Dakar Rally.

PartnersStatusActive YearDeal Worth
AquafinaOfficial Partners2023$1m (estimated)
BFGoodrichOfficial Partners2023$3m (estimated)
HondaOfficial Partners2023$5m (estimated)
Rebellion TimepiecesOfficial Timekeeper2023$750k (estimated)
DiverseTechnical Partners2023$1m (estimated)
WEGATechnical Partners2023$1m (estimated)
  • Aquafina deal with Dakar : Aquafina currently hold deal with Dakar Rally which will continue until 2022-23 season. The official figures for the deal not reported, an estimated worth of the deal will be close $1m a year.
  • BFGoodrich deal with Dakar : BFGoodrich is an American tire company, they are currently partners with the Dakar Rally season 2022-23. The BFGoodrich partner with Dakar Rally since 2002, almost two decades they are making tires for the off-road vehicles. Official Sponsor and exclusive tyre partner of the Rallye du Dakar, proposes to all competitors access to premium tyres and to its racing service present on all the Rallye’s duration.
  • Rebellion Timepieces deal with Dakar : It’s a fourth year that Rebellion timepieces become the partner of the Dakar Rally. The deal estimated to be worth of $1m a year or less, official figures not revealed, but rising number of sponsorships telling the worth of largest race “Dakar”.
Honda deal with Dakar Rally :

Honda become the official partners of the Dakar Rally. They not only signed the deal but introduce the vehicles based on bikes and cars. In 2021, Honda also announced their team for the Dakar Rally “Monster Energy Honda Team”. They are aiming to win the upcoming Motorcycle division in the Dakar Rally 2023. Currently no official statement or reports about the Dakar Rally and Honda deal how much it worth. However the deal wont be less than $5m a year between these two partners.

Who is the main sponsorship of Dakar Rally?

The 13 days of biggest Sahara race, as per reports there 5m viewers who will witness the biggest Dakar Rally starting December 2022 in Saudi Arabia. Biggest television coverage based 1200 hours in 190 countries worldwide. The viewership is the main reason that attract big brands, however, In 2018, official lubricant partner to the event Motul join the Dakar Rally in 2018 at 40th edition and will be part for more years.

SponsorActive YearsHow much it worth
MotulSince 2018$2.5m to $5m a year (estimated) | official figures not revealed yet

If there will be new partner or any partner extended their deal with Dakar details based on Dakar sponsorships updated here. A report confirmed Dakar Rally generates revenue of $50m to $100m a year but figures were reported not claimed.