JEDDAH, 7 June 2006 — Jeddah Raceway and Bison, an energy drink, have come together to promote motor sport across Saudi Arabia.
Bison has signed up as the official energy drink and one of the main sponsors of Jeddah Raceway, the first car racing circuit in the Kingdom, according to a media announcement yesterday.
Mishael ibn Abdulmohsen Al-Sulaiman, vice chairman and executive director of United Racing Company that is executing the raceway, and Abdullah Abuljadayel, Bison’s general manager at Abuljadayel Beverages Company, signed the agreement. The deal makes Bison the official energy drink of Jeddah Raceway.
Due to open soon, Jeddah Raceway will be the first motor sport venue in the Gulf to offer racing activities around the year. The raceway’s prime objective is to develop awareness among young Saudis that racing needs to be confined to tracks equipped to ensure their safety and not attempted on public roads where the safety of other motorists could be endangered.
“Bison, which has long supported motor and other sports activities in the Kingdom, welcomes Jeddah Raceway’s attempt to steer the youth away from speeding on public roads,” Abuljadayel said at the signing ceremony “We, at Abuljadayel Beverages Co., were very keen for Bison to be the official energy drink of Jeddah Raceway as we believe such a stunning raceway has an important role to play in the development of motor sport across the Kingdom,” he added. “We expect great demand from young Saudis eager to practice fast driving on this safe, secure and well equipped raceway,” Abuljadayel said. “Bison is a world acclaimed companion of athletes, an energy drink that helps them at all times to complete their fitness and give their performance to the fullest,” he added.
For Jeddah Raceway, the partnership with Bison signals the start of more private sector participation to develop motor racing skills among young Saudis while at the same time helping reduce the road accident rate in the Kingdom, which is presently considered the highest in the Gulf.
“To show our appreciation, we’re naming one of our stands after Bison,” said Al-Sulaiman. The stand covers a 540 sq m advertising area.
The agreement signed with Abuljadayel Beverages Co. confirms the vast opportunities offered by the raceway for investors and sponsors to support safety programs and communicate with Saudi youths in their own language through their preferred hobbies and skills that they can exercise in a safe environment.
Jeddah Raceway aims to play a significant role in supporting the national economy through its activities and parallel services like many other raceways around the world.
