GreenEdge Cycling, known as Team BikeExchange, for the 2021 Men and Women Cycling WorldTour season, has announced the Royal Commission for AlUla (RCU) as new Official Partner starting from Tour de France 2021. The partnership will run from July 2021 to December 2023.
AlUla, a boutique heritage and culture destination in North West Saudi Arabia, has chosen to partner with GreenEdge Cycling to introduce the stunning landscape of ancient civilisations to millions of cycling and sport fans around the world. AlUla and GreenEdge Cycling share core values such as sustaining eco-friendly environments and the holistic health benefits of sport for all, and in particular cycling.
With Saudi Arabia only recently opening up to tourism, AlUla is an emerging destination, however the region’s connection with sport has already been established having already hosted multiple sport events from running and eco-trails to motorsports and polo.
This is one of the common goals between AlUla and GreenEDGE Cycling Owner and Chairman, Gerry Ryan, who has been a pivotal investor in sport as a way to connect to his customers and play sports a true way to entertain fans globally.
Home to Hegra, the first UNESCO World Heritage site in the Kingdom, as well as the ancient Kingdom of Dadan, the open-air library of rock inscriptions in Jabal Ikmah, and AlUla Old Town, AlUla’s history goes back more than 200,000 years.
Today the region is opening up as a year-round destination for heritage, arts, nature and adventure. From railway bike trails to functional road bike paths and scenic mountain biking, two wheeled transport and recreation is a big part of AlUla’s Journey Through Time 15-year masterplan, launched in April 2021.
The partnership will include mutually beneficial opportunities for GreenEdge Cycling and AlUla which is set to include a cycling camp in AlUla, encouraging the local community to be engaged with the sport.
Phillip Jones, chief management and marketing officer in RCU said: “Cycling is a premium sport and offers an invaluable opportunity to communicate the premium AlUla experience, our extraordinary heritage and culture as well as our efforts to future proof the destination for the enjoyment of future generations of visitors.”