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An athlete driving the sled at Primal Race on the pitch at The Sevens Stadium, Dubai
Primal Race wordmark

Primal Race partnerships

Hybrid racing is the fastest-growing category in participation sport, and Primal is the operator building it across the Gulf, North Africa and Asia-Pacific. Seven live markets, every flagship sold out, and a World Championships at the end of the pathway. Partnerships through ES Sport.

Enquire About Partnership What Is On Offer
Founded2022One race in the Gulf, now a calendar across three regions
Sell-out record100%Every flagship event, most before race week
Live markets7Dubai, Abu Dhabi, Riyadh, Jeddah, Hong Kong, Thailand and Egypt
Community50,000+Athletes, doubling in under two seasons
Primal Race·Gulf, North Africa and Asia-Pacific·Next UAE edition awaiting schedule·Enquire Now
The property

Not An Event.
A Battleground.

Primal is a fixed-format functional fitness race. Eight stations, 400 metres of running between each, completed in a set order, with standardised judging in every city. Solo, in pairs or in teams of three, so a time in Dubai can be compared with a time in Riyadh or Hong Kong.

One race in the Gulf in 2022. Today a calendar across three regions, with every flagship sold out and every returning market needing more capacity than the year before. Demand running ahead of supply is why a category position here is scarce.

Primal operates inside national health and tourism agendas. The UAE has set a target of 71% community participation in physical activity by 2031; Saudi Arabia’s Vision 2030 target of 40% adult activity has already been beaten. A partnership sits inside that agenda rather than on a finish-line arch alone.

Talk To Our Team
Primal Race podium teams in front of the sponsor board at The Sevens Stadium, Dubai
Podium teams, The Sevens Stadium, Dubai
Who you would reach

People Who Pay
To Be Tested.

A high-spend audience, reached in the twelve weeks they are most open to being sold to. From the Primal partnership deck.

Median age31Under-35 consumers with no broadcast equivalent
Female entrants44%A field that is close to balanced
Travel to race62%Athletes who travel for the event
Build-up12 wksAverage training block per athlete, at 4.6 sessions a week
The format

One Format. Every City.

Eight stations, 400 metres between each, standardised judging everywhere. Four divisions: Ultra for solo advanced athletes, Peak for advanced mixed pairs, Pathway for mixed pairs at all levels and Primal Team for teams of three.

What a partner builds in one market works in all of them. No reinvention every time Primal opens a city, and the same activation footprint from Dubai to Hong Kong.

Listed by the organiser: Primal Hong Kong on 24 October 2026, then Primal Abu Dhabi and Primal Cairo in December 2026, with Riyadh and AlUla following in 2027. Dates confirmed by the organisers as they are released.

A women's team on the tyre flip at Primal Race
The tyre flip, Primal Race Dubai
Where a partnership lives

Beyond Race Days.
52 Weeks Of Reach.

Most sponsorships only show up on race day. A Primal partnership opens up opportunities to connect with audiences year round, across four key areas:

  • Race day: branding, station ownership, activation footprint, hospitality, MC integration, the finish line
  • Digital: content built around the event and released for months after it, across owned channels, athlete content, recap film, paid amplification and email
  • Community: the affiliate gym network, the ambassador roster and the roadshow, with physical presence in gyms for the twelve weeks before a race
  • Institutional: the schools, corporates and government programmes Primal is already inside, the channel most sponsorship cannot reach
The rights inventory

Every Tier Is Built
From This Menu.

Nothing is off the shelf, because no two brands want the same things. Confirmed on enquiry.

Naming and identity

Naming

Own the name on the property, a race category or a station.

  • Property or category naming
  • Official Partner designation
  • Race category naming, for example Primal Ultra by [Brand]
  • Station naming and takeover
Physical

On The Course

The surfaces every athlete and every camera passes.

  • Start and finish structures
  • Station markers and gate sleeves
  • Winners’ backdrop
  • Activation footprint
  • Staff, volunteer and athlete touchpoint items
Digital and content

Content

Reach that keeps working after the weekend.

  • Co-branded deliverables and a dedicated recap film
  • Homepage placement and paid social
  • Email to the athlete database
  • Live broadcast segments
  • Twelve-month media usage rights
Community and commercial

Community

Into the gyms where buying decisions are made.

  • Ambassador integration and affiliate gym network access
  • Roadshow presence and pre-race activation events
  • Opt-in data capture and discount code integration
  • Race entries, hospitality and corporate and schools channel access
How big this gets

A Position Bought Now
Covers All Of It.

Six to eight events across seven markets in 2026. Ten to fourteen in 2027 as Europe entry begins. Around twenty-five in 2028, with Asia-Pacific fully active and the World and Asia Championships established. Roughly a fourfold increase inside three years.

From 2028 the Championships move to an internationally awarded host city, with tourism boards and governments bidding to host alongside the commercial roster: elite and age-group championships, corporate championships, a schools festival, a brand expo and a health and performance summit in one week.

Partners who come in now are buying every season after this one, at a price set before any of it happened.

Enquire About Partnership
An athlete on the rowing station at Primal Race
The rowing station, Primal Race
What is reported

Agreed Before Signature.
Reported Every Season.

Seven reporting lines, agreed before anything is signed and reported against whether they flatter or not.

Participation And Attendance

Entries by category and market, year on year; competitors, spectators and race-day footfall.

Digital And Content

Reach, impressions, engagement and video views, owned and paid; deliverables shipped against contract.

Community And Data

Affiliate gyms activated, ambassador content, roadshow touchpoints; opt-in capture, code redemption and e-commerce referral.

Institutional

Corporate teams, schools and government engagement.

Plan the partnership

Primal Race Sponsorship, Answered.

The questions our team hears most.

Primal Abu Dhabi is listed by the organiser for December 2026, alongside Cairo. We publish the date as soon as it is confirmed.

A global, category, regional, championship or race position, each category exclusive. Rights are built from the inventory: naming, course and station branding, content and broadcast, the affiliate gym network, data capture and the corporate and schools channel.

Every category is open and each is released once. Primal lists apparel and footwear, energy drink, sports nutrition, hydration, training equipment and soft drink as closing first, with automotive, financial services, telecommunications, airline and travel, recovery and wearables, and healthcare and insurance also open.

A conversation about the objective, a tailored proposal built from the inventory and priced against it, a measurement framework agreed before signature, twelve weeks minimum of activation planning before the first event, then delivery, reporting and a review that sets the next season.

Tell us the brand, the category and the markets that matter. ES Sport comes back with the positions that fit and can hold a category while you decide.

India Beckwith and Stuart Kirkham of the ES Sport sponsorship team
The ES Sport sponsorship team
Get In Touch

Get In Contact
With Our Team.

Talk directly to the people who build our partnerships. Book a call with India or Stuart, or email or call the office, and bring your objectives: we will bring the rights, the audience figures and the ideas.

Book A Call With India → Book A Call With Stuart → Email info@es-sport.ae → Call +971 4 435 6612 →
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