Royal Commission for AlUla Signs a partnership agreement with Mohamed Yousuf Naghi Motors

The Royal Commission for AlUla (RCU) has signed a landmark partnership agreement with Mohamed Yousuf Naghi Motors (MYNM), the exclusive distributor of Jaguar Land Rover (JLR) vehicles in Saudi Arabia, appointing the company as the Founding Partner of Heritage Sports in AlUla. The agreement was formalised at AlFursan Equestrian Village, marking a major step in strengthening AlUla’s growing heritage sports landscape.

Under the three-year partnership, MYNM JLR becomes the Official Partner across a diverse calendar of heritage sports events, including AlUla Desert Polo and the FEI Endurance World Championship. The brand also secures Naming Rights to AlFursan Equestrian Village, partners officially with the Mughayra Heritage Sports Village, and serves as Title Partner of the AlUla Equestrian & Heritage Community Initiatives. 

These commitments reinforce a shared ambition to deliver sustainable, inclusive, and world-class sporting experiences while contributing to Vision 2030 objectives related to youth development, economic diversification, and heritage preservation.

As part of the agreement, MYNM will supply 26 Defender vehicles, support veterinary and farrier services, and implement community and youth-oriented programmes such as the Endurance Rider Development Programme and dedicated workforce training. The partnership also includes innovative activations at major events like AlUla Desert Polo, alongside scholarship funding and the exploration of further CSR initiatives aligned with both partners’ social and strategic priorities.

In addition to elevating event delivery and brand presence, the collaboration places strong emphasis on community and sector development, encompassing equestrian and heritage-focused initiatives, skills-building schemes for riders, and training and certification programmes designed to empower local talent and strengthen the overall workforce. 

These efforts reflect RCU’s commitment to cultivating a sustainable and future-ready heritage sports ecosystem that enhances community engagement, drives athlete development, and positions AlUla as a leading global destination for heritage, culture, and sport.

The partnership also supports stimulating tourism and investment in AlUla, and further advancing the Kingdom’s equestrian and cultural sectors. Representing a shared vision between RCU and MYNM, this agreement goes beyond hosting world-class competitions to building a broader ecosystem that inspires young people, nurtures emerging skills, and celebrates Saudi Arabia’s rich cultural identity.