When it comes to off-road car racing, the most famous and controversial event is undoubtedly the Dakar Rally. Since its inception in 1978, the officially recognized death toll related to the race has reached 59, including 20 spectators. These figures have led many who don’t know much about it to dismiss it as a “game of death.” But those who truly understand the Dakar Rally and the spirit of adventure it embodies—and are passionate about it—call it a “game for the brave.”
Today, the Chinese also have their own “game for the brave.” Following the successful inaugural China Cross-Country Rally in 2013, the promotional conference for the 2014 China Cross-Country Rally themed “Revving the Dream of China” was held today at the Media Center in Beijing.
2014 China Cross-Country Rally Launch Ceremony
The promotional conference was hosted by Sha Tong, a well-known CCTV host and participant in the first China Cross-Country Rally. It invited representatives from major racing teams, drivers, event sponsors, and nearly a hundred news media outlets. According to the conference, the China Cross-Country Rally is the longest in route, crosses the most provinces, features the harshest environment, and includes the most challenging stages among domestic off-road racing events. The first edition kicked off on September 15, 2013, covering a total distance of nearly 10,000 kilometers, including 12 special stages totaling over 4,000 kilometers, spanning 16 days. For the 2014 season, the level of challenge will be further elevated, aiming to create a “Great Off-Road” event for the Chinese people.
Chen Xuezhong, Vice Chairman of the Federation of Automobile Sports of China and Deputy Director of the Auto and Motorcycle Sports Management Center of the General Administration of Sport of China, and a representative driver from the 2013 China Cross-Country Rally, look back on the event’s journey
The upgraded difficulty of the event signifies a further increase in professionalism, which has also attracted the favor of numerous high-quality sponsors, including some returning partners. CAMEL once again partners with the 2014 China Cross-Country Rally after sponsoring the first edition, becoming its official sponsor and the exclusive outdoor product sponsor of the event.
CAMEL once again joins hands with the China Cross-Country Rally
The event organizers stated: “Choosing an outdoor off-road leading brand like CAMEL aligns with the professional positioning of the event—it’s a partnership of strengths. In the first edition, the professional outdoor gear provided by CAMEL withstood the extreme tests of harsh outdoor conditions and successfully safeguarded the smooth running of the event.”
A CAMEL representative revealed the reason for continuous sponsorship lies in the demanding environment of the cross-country rally. “We’re not just providing regular equipment sponsorship, but offering ‘private customization’ services.” It is reported that CAMEL will develop specialized outdoor gear tailored to the event, taking into account characteristics such as frequent wind, sand, and significant day-night temperature differences, combined with experience from the previous race and advice from professional racing drivers.
CAMEL’s “enthusiasm” for sponsoring motorsports has also drawn comments from Weibo fans: “As the ship of the desert, the camel doesn’t seem to like walking on its own, but prefers racing cars!” This refers to CAMEL signing contracts with well-known writer and racing driver Han Han and the Shanghai Volkswagen 333 Racing Team, and then joining the China Cross-Country Rally for two consecutive editions. Industry insiders analyze that this is mainly because the unique “fierce” nature of motorsports matches the brand’s slogan “Take on the world, the camel is fierce.”
The 2014 China Cross-Country Rally will officially start on August 16. Let’s look forward together to the Journey of the Brave launched by CAMEL and the China Cross-Country Rally.