Why Abdul Latif Jameel Built a Motorsport Brand From the Ground Up

When Abdul Latif Jameel launched Jameel Motorsport in December 2023, it was less a new initiative than a formal name for work the company had been doing since 1997.

That year, the Saudi Arabian automotive distributor sponsored Captain Abdullah Bakhashab, beginning what would become a 26-year involvement across six different motorsport disciplines. The December 2023 announcement pulled those efforts under one unified brand.

“Having actively participated in 26 competitions spanning six different motorsport disciplines, the launch of Jameel Motorsport marks the beginning of a new chapter in our journey,” said Hassan Jameel, deputy president and vice chairman of Abdul Latif Jameel.

Jameel Motorsport consolidates existing programs including the Saudi Toyota Championship and Rally Jameel, and has taken on the GR Saudi Driving School, which was created in collaboration with the Saudi Automobile and Motorcycle Federation. The school produced the GR Saudi team, which competed in the Saudi Toyota Championship.

Rally Jameel now operates under the Jameel Motorsport umbrella. Its third edition opened the event to women participants from around the world for the first time, drawing a record number of applications. The rally also expanded internationally, beginning at the World Heritage Site of Petra in Jordan before crossing into Saudi Arabia.

Hassan Jameel has spoken directly about the role motorsport plays in empowering women. After watching Toyota Chairman Akio Toyoda personally compete under the name Morizo, Jameel trained in rally driving himself. That experience, he has said, renewed his conviction that putting women behind the wheel of competitive motorsport serves a broader purpose.

“I want the world to see that Saudi Arabia is an open country,” Jameel said. Abdul Latif Jameel Motors has expanded its sports presence beyond motorsport, including a platinum sponsorship deal with the Saudi Pro League, reinforcing the company’s broader commitment to sport as a vehicle for national development.

Jameel Motorsport also sponsors ROOKIE Racing, a Toyota-affiliated team that competed in the Super Taikyu Fuji 24 Hours Race. Jameel has described the relationship as one grounded in a shared belief that roads and cars shape people.

Saudi Arabia currently holds a prominent position on the global motorsport calendar, with growing participation across racing disciplines, boat sports and gaming. Jameel Motorsport’s stated aim is to help develop Saudi talent capable of competing at both national and international levels.