When Munir Khoja, the Managing Director of Marketing Communications at Abdul Latif Jameel Motors, and the lead behind its Jameel Motorsport initiative, talks about the brand’s presence at the Esports World Cup (EWC), he doesn’t focus on products or race cars. He talks about building a bridge – a connection between the two racing worlds: the real and the digital.
The EWC, currently taking place in Riyadh’s Boulevard City, is the world’s largest esports tournament, drawing global attention and local footfall as Saudi Arabia positions itself as a future hub for gaming and interactive entertainment. Within that context, Jameel Motorsport isn’t just joining the party – it’s helping define the experience.
“We are trying to be the bridge between the physical world and the digital world,” Khoja shares with Campaign Middle East.
That bridge takes literal form at Jameel Motorsport Park, the brand’s activation space at Riyadh’s Boulevard City, where karting circuits sit next to gaming simulators and a new generation of Saudis are invited to connect with the thrill of motorsports – whether on the track or behind a screen.
Jameel Motorsport’s presence isn’t just about tapping into gaming culture – it’s about embedding the brand into Saudi Arabia’s broader transformation. “With the presence of Vision 2030 and all its strategic objectives and the programmes and opportunities that it has created gave us the better opportunity to engage with the youth and to find out the targeted audience throughout doing all of that,” says Khoja.
His view is clear: motorsport is one of the most dynamic tools to reach, engage, and empower young Saudis. Jameel Motorsport’s role, particularly at EWC, is to make that connection feel tangible.
The brand isn’t entering esports through a sponsorship badge – it’s building an entire physical and digital environment that audiences can explore. From full-scale simulators to live karting, from remote-controlled cars to a full Toyota GR vehicle display, the activation is designed to meet fans at every level of interaction.
“We have remote-controlled cars, which are great for the youngest in the family. Then there’s karting for anyone who is older enough to go on those karting,” he explains.
In other words, the experience is designed to feel inclusive. “It’s a family-friendly environment where we’re bringing everyone together.”
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That inclusivity is a continuation of the brand’s decades-long efforts. Though Jameel Motorsport is a new division, it stems from Abdul Latif Jameel Motors’ 28-year legacy in motorsport and youth development. “We started supporting Saudi youth in motorsports more than 28 years ago, beginning with Abdullah Bakhashab, who used to race in rallies,” says Khoja, referring to Saudi Arabian World Rally Championship driver from the 90’s. “After that, we moved into racing schools, youth programmes, and domestic rallies across Saudi Arabia.”
Over the years, this translated into more than just cars. Abdul Latif Jameel Motors became a regular presence in professional football through partnerships with the Saudi League. The cumulative effect of these efforts – from rally racing to grassroots initiatives – laid the groundwork for the brand’s current esports engagement.
According to Khoja, Jameel Motorsport’s continued partnership with the Esports World Cup Foundation reflects a deeper ambition to support Saudi’s growing interactive entertainment sector. He sees the initiative as aligned with the country’s broader goals of becoming a global hub for esports while giving local talent new platforms to express themselves.
The brand’s storytelling also reaches beyond the walls of the main activation at the Riyadh Boulevard. Earlier this summer, Jameel Motorsport staged a late-night cinematic stunt at Riyadh Boulevard, transforming the symbolic heart of the EWC into a drift circuit. The film – which featured two Toyota Supras drifting through the empty venue in a video game-style sequence –blurred the line between simulation and reality, nodding to the exact crossover that defines the brand’s current esports approach.
Back on site, the activation includes merchandising, character appearances, and entertainment for all ages. “People will see the brand present in all our activities,” says Khoja. “We have a merchandise corner where fans can pick up branded t-shirts.” That also includes a partnership with Sega, which adds a touch of nostalgia and younger appeal. “This year, we have partnered with Sega – so Sonic the Hedgehog is part of the booth experience. That brings in a completely new element.” The brand set up a Sonic Racing CrossWorlds-inspired karting track that lets visitors race in karts themed around Sonic, Tails and Knuckles.
But ultimately, Khoja’s focus isn’t on nostalgia – it’s on relevance. By merging real racing with interactive play, he sees Jameel Motorsport as not just showing up where young people are but shaping how they engage.
