
12 Jan 2025
Dakar 2025 Merchandise Success
For the third consecutive year, The Saudi Austrian Entertainment Company (SAEC) proudly served as the official merchandise operator for the Dakar Rally 2025.
Throughout the rally, which took place in Bisha and Hail, SAEC ensured a seamless retail experience for attendees. Our stores were thoughtfully designed to offer a well-organized and engaging shopping environment, where fans could easily find a range of Dakar-themed products. From kids and women’s collections to accessories and adult apparel, we expanded our offering to a total of 85 SKUs—significantly more than the previous year.
We focused on creating a space that reflected the spirit of the rally, providing attendees with quality products that allowed them to take home a piece of the adventure. Managing everything from stock and store setup to smooth sales, our team made sure the merchandise experience was as exciting and memorable as the rally itself.
Working closely with industry leaders like A.S.O. (Amaury Sport Organisation) and Diverse, we gained valuable insights into motorsport retail, further enhancing our approach.
Looking back, SAEC is proud of its contribution to the Dakar Rally 2025 and remains committed to delivering excellence in every event we support.