ALULA: Saudi Arabia's Royal Commission for AlUla (RCU) will be partners with GreenEDGE Cycling, also known as Team BikeExchange, ahead of the Tour de France 2021 which will start on Saturday and run until July 18.
The partnership will officially run from July 2021 to December 2023.
AlUla, a heritage and culture destination in north-west Saudi Arabia, has chosen to partner with GreenEDGE during the 2021 UCI Cycling World Tour for men and women in an effort to introduce the its desert landscapes to cycling and sport fans around the world as well as raising the profile of the sport in the Kingdom.
Philip Jones, Chief Management and Marketing Officer at RCU said he is excited to partner with a team that shares common goals such as sustaining eco-friendly environments and promoting health benefits through cycling.
“AlUla is delighted to become an Official Partner of GreenEDGE Cycling and to be part of a sport which has 1.7 billion spectators around the globe,” he said. “Cycling is a premium sport and offers an invaluable opportunity to communicate the premium AlUla experience, our extraordinary heritage and culture as well as our efforts to future proof the destination for the enjoyment of future generations of visitors.
“As a developing tourism destination, AlUla is focused on safeguarding the natural and cultural landscape, sustaining eco-systems and wildlife and developing light-touch tourism experiences.,” he added. “We are excited to work with the passionate team at GreenEDGE Cycling in the coming years.”
AlUla, and Saudi Arabia as a whole, has increasingly emerged as favored tourist destination in recent years, and its connection to sport has already been established through several competitions and events that include running, motorsports such as Extreme E, and desert polo.
GreenEDGE Cycling Owner and Chairman Gerry Ryan has been a major investor in sport as a way to connect to his customers and sports fans globally, and was involved in the production of the documentary “All For One” in 2017 and the Amazon Prime Series “Eat. Race. Win.” in 2018.
“I am extremely delighted to announce this new partnership between GreenEDGE Cycling and AlUla, a luxury travel destination which we are honored to promote on our team assets,” said Ryan. “We haven’t been there yet physically, but in the last few weeks we have meet many people who are working to promote the region and we have seen so many breathless images and videos and I can’t wait for our first opportunity to visit AlUla and discover more about it. We will do our best to support their growth.”
Home to Hegra, the first UNESCO World Heritage site in the Kingdom, as well as the ancient Kingdom of Dadan, the open air library of rock inscriptions in Jabal Ikmah, and AlUla Old Town, AlUla’s history goes back more than 200,000 years. Today the region is a year-round destination for heritage, arts, nature and adventure. Cycling, through railway bike trails, functional road bike paths and scenic mountain biking is set to play a major part in AlUla’s “Journey Through Time” 15-year masterplan, launched in April 2021.
“For us it is very exciting to have such a prestigious and historical region coming onboard with GreenEdge Cycling,” Brent Copeland, General Manager, Team BikeExchange said. “We strongly feel cycling and Team BikeExchange in particular is the perfect brand to promote such a spectacular area. I look forward to visiting in person soon and working closely with the team at RCU to maximise the opportunities of our partnership.”
“The mutual respect and alignment of values is great for GreenEdge Cycling and it will be exciting to see how our partnership can help AlUla to grow awareness among the passionate cycling community as a luxury heritage destination,” he added. “We are here for a long term partnership and we will keep developing together.”