AlUla Camel Cup 2024

The AlUla Camel Cup 2024 stands as a global beacon of cultural heritage and sporting excellence, celebrated as the Pinnacle of Camel Racing. Held from 24th to 27th April 2024 at the breathtaking Mughayra Heritage Sports Villagein AlUla, the event was a centerpiece of Saudi Arabia’s “Year of the Camel” celebrations, aligned with the United Nations’ International Year of Camelids. This edition was not merely a sporting event but a cultural phenomenon, blending the deep traditions of camel racing with modern entertainment and community engagement. With a staggering SAR 80 million ($21.3 million) prize pool, it became the richest camel racing event in history, drawing top competitors from Saudi Arabia, Qatar, UAE, Oman, and Kuwait.

The event showcased much more than racing. It became a symbol of the Kingdom’s evolving cultural landscape when it introduced the first-ever female-only camel race, won by Rima AlHarbi, marking a historic milestone in the sport. The four days of competition saw fierce races like the Hail and Zmoul finals, both stretching 8 kilometers and culminating in dramatic finishes. Beyond the track, the Mughayra Heritage Sports Village was transformed into an immersive cultural hub. Visitors experienced interactive exhibits like the Immersive Experience Room, which offered a multi-sensory journey into the history of camel racing, alongside cultural spaces featuring traditional music, storytelling, and artisan crafts.

A distinctive feature of the Camel Cup was its ability to harmonize tradition with modern-day experiences. Exclusive retail concepts like Saudi Bronx, inspired by camel racing, and local boutique stores offered unique merchandise. Guests enjoyed a vibrant entertainment lineup featuring regional talents and international artists, including DJ Swizz Beatz, who also participated with his camel racing team. Culinary experiences were curated to reflect local flavors, further grounding the event in Saudi heritage.

STAMiNA, as the appointed event delivery partner, was instrumental in bringing RCU’s vision to life. Our role encompassed the full spectrum of event management, from creative development, venue transformation, and operations to guest experience and cultural programming. The Mughayra Heritage Sports Village was transformed into a lively hub that celebrated AlUla’s identity, featuring attractions like the Immersive Experience Room, a cultural storytelling space, and dedicated marketplaces showcasing local crafts and contemporary Saudi brands like Saudi Bronx.

A key operational hurdle was the late handover of the venue, just two days before opening, due to pending infrastructure works. STAMiNA mobilized swiftly, deploying multiple teams to work in parallel with contractors, activating the site, building temporary kitchens, installing retail units, and preparing both indoor and outdoor hospitality spaces in record time. Furthermore, AlUla’s remote location introduced logistical constraints, including connectivity issues and weather-related risks, all of which were addressed through robust contingency planning, reinforced build solutions, and on-site network enhancements.

A major creative challenge was striking the right balance between authentic Saudi culture and modern-day entertainment expectations. Our approach ensured that the “Year of the Camel” theme was deeply embedded across all design and experiential touchpoints, incorporating motifs inspired by camel saddles, Bedouin craft, and desert landscapes. The entertainment program seamlessly blended traditional music, storytelling, and artisan workshops with headline performances from local talents and international icons like DJ Swizz Beatz, who also participated with his own camel racing team.

The success of the AlUla Camel Cup 2024 was measured through both quantitative and qualitative outcomes. The event drew more than 6,000 attendees across four days, with the venue operating at full capacity daily. On the sporting side, the event hosted 240 elite camels, affirming its status as the world’s premier camel racing event. Media coverage exceeded 500 features, with over 1 million digital impressions, driving massive local and international awareness. Feedback from visitors, participants, and stakeholders consistently praised the event’s flawless execution, seamless guest journey, and its unique ability to celebrate culture in a contemporary way.

Sustainability and community impact were core to STAMiNA’s delivery approach. The event prioritized eco-conscious practices by sourcing local materials and ingredients for F&B services. Beyond environmental impact, the event generated meaningful economic benefits for the AlUla community by engaging local artisans, farmers, performers, and suppliers. Over 50% of the talent, vendors, and staff were sourced locally, further reinforcing the commitment to community empowerment.

What sets the AlUla Camel Cup 2024 apart is not only the record-breaking scale but also the storytelling behind it. Under the leadership of RCU and the operational expertise of STAMiNA, the event became a cultural statement, an embodiment of Saudi Arabia’s commitment to preserving its rich heritage while paving the way for progressive, inclusive, and globally significant experiences. With milestones like the first female-only camel race, world-class production, and an immersive cultural environment, the AlUla Camel Cup 2024 successfully redefined what a heritage sport can look like on the world stage.