The inaugural Rally A’Shira, the first all-female rally in the Middle East and North Africa sponsored by Richard Mille, got underway on Wednesday.
The event, which runs until Oct. 21, will see pilots and co-pilots competing across Saudi Arabia’s diverse landscapes, beginning in Madinah and ending at the Red Sea.
The rally features 50 participants driving 20 4×4 vehicles. Relying on traditional road maps and kilometer calculations, drivers will navigate the course without digital tools.
The rally is part of a broader effort to align with Saudi Arabia’s Vision 2030, a national initiative led by Crown Prince Mohammed bin Salman, to diversify the country’s sporting, social, and cultural landscape.
Organizers said Rally A’Shira will promote women’s participation in motorsport and highlight Saudi Arabia’s rich heritage and landscapes.
The rally’s route includes a stop in AlUla, known for its dramatic rock formations. It then concludes at the Red Sea, where participants will stay at the luxury Shebara Resort.
Richard Mille has partnered with the Saudi Automobile and Motorcycle Federation and the Saudi Motorsport Co. to host the event, and BeOnd Jet will serve as the rally’s aviation partner.
By combining motorsport with cultural exploration, Rally A’Shira will mark a significant moment for both women in the region and the broader motorsport community, organizers said.
Amanda Mille, brand and partnerships director of Richard Mille, said: “Aligned with Saudi Arabia’s ambitions and Richard Mille’s vision, we are proud to partner with Saudi (Research and) Media Group as our media partner, showcasing and celebrating the spirit of Rally A’Shira and the hidden gems of the Kingdom through their lens.”
