The 516-mile Saudi Tour cycling race through the other-worldly desert landscape of AlUla in north western Saudi Arabia was given media support by Legends PR and communications company.

The international race, from 30 January to 3 February, was organised by the Ministry of Sports and the Saudi Cycling Federation under the umbrella of Union Cycliste Internationale, cycling’s world governing body. Some 111 cyclists participated in the five-day event, which is part of the Quality of Life Programme to transform Saudi Arabia into a world-renowned centre for sports, entertainment, and tourism.

The race showcased AlUla’s dramatic rock formations and historical sites as well as Saudi Arabia’s ability to host international sporting events; it was the third time the race was held in the kingdom and the second time in a row at AlUla. 

Legends arranged for 40 journalists from around the world to cover this major sports event, and organised a pre-race press briefing, details of which were circulated to media and influencers. Coverage was achieved with Al Arabiya, The Saudi Press company, Riyadh Daily, Asharq Al-Awsat, and CGC Saudi, among others.

The company also created promotional videos portraying AlUla’s scenery and history, which dates back to the ancient Nabataeans, and interviewed the competitors about their experience for local and international media. 

The Saudi Tour is the second major sports event Legends has promoted in less than a month. It also handled the media for the world’s biggest eco-friendly car race, the ABB FIA Formula E World Championship, during its double-header race in the Core Diriyah E-Prix 2023.

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Legends was created in Riyadh in late 2019. With a global team of experts, the company provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

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