JAKARTA — China’s premier outdoor endurance sports brand Ultra Gobi is set to launch its inaugural international competition in Saudi Arabia, marking a significant milestone in the organization’s global expansion strategy.

The groundbreaking event, named “Ultra Gobi AlUla,” is scheduled to take place during the first quarter of 2027 in the historic city of AlUla, located in northwestern Saudi Arabia. This represents the first time the prestigious Chinese desert racing franchise will host a competition beyond its home borders.

Strategic Partnership with Saudi Arabia

The international expansion became official this month following the signing of a Memorandum of Understanding between Ultra Gobi organizers and the Royal Commission for AlUla. This collaboration directly supports Saudi Arabia’s Vision 2030 initiative, the Kingdom’s comprehensive economic and social transformation program aimed at diversifying the nation’s economy and developing various sectors including sports and tourism.

AlUla, renowned for its archaeological treasures and dramatic desert landscapes, provides an ideal backdrop for the endurance challenge. The region has increasingly positioned itself as a destination for international sporting events and cultural attractions as part of Saudi Arabia’s broader tourism development goals.

China’s Leading Outdoor Sports Brand

Ultra Gobi has established itself as China’s most prestigious outdoor endurance racing intellectual property. The brand is known for organizing challenging multi-day foot races through some of China’s most spectacular desert terrain, particularly in Gansu province where competitors traverse ancient Silk Road landscapes past historical sites such as the Asoka Temple in Guazhou county.

International IP-Led Expansion

The Saudi Arabian event represents a key component of Ultra Gobi’s strategic international growth plan, which focuses on leveraging its established brand reputation and event management expertise in new global markets. By exporting its proven racing format and organizational capabilities, Ultra Gobi aims to create a network of international desert endurance challenges while promoting Chinese sports innovation abroad.

This expansion also reflects the growing cooperation between China and Saudi Arabia across multiple sectors, including sports, culture, and tourism development.

The 2027 launch gives organizers substantial time to develop infrastructure, establish partnerships, and create a world-class endurance racing experience that honors both Chinese organizational excellence and Saudi Arabian hospitality and heritage.

Original Article:

China Daily. (2025, December 28). China’s IP Ultra Gobi to debut intl event in Saudi Arabia.  Retrieved from https://www.chinadaily.com.cn/a/202512/26/WS694e87c4a310d6866eb30b32.html