BURAYDAH, SAUDI ARABIA — (ARAB NEWSWIRE) — Under the patronage of His Royal Highness Prince Dr. Faisal bin Mishaal bin Saud bin Abdulaziz Al Saud, Governor of the Qassim Region, Abdul Latif Jameel Motors has been selected as the Main Sponsor for the Buraydah International Dates Carnival 2026. The signing ceremony took place in the presence of Hassan Jameel, Vice Chairman of Abdul Latif Jameel, Saudi Arabia. Toyota Hilux has been named the Official Car of the Carnival.
Abdul Latif Jameel Motors will support the event through a series of on-ground activations, immersive brand experiences, and tailored mobility solutions. The sponsorship reflects a shared commitment to supporting national initiatives that strengthen Saudi Arabia’s economic and cultural landscape while driving sustainable regional development through effective collaboration between the private sector and national entities, in line with Saudi Vision 2030.
The carnival has earned regional and international recognition through Qassim’s distinguished agricultural and commercial heritage as one of the world’s leading hubs for the dates trade. The strategic sponsorship aligns with Abdul Latif Jameel Motors’ long-standing commitment to supporting initiatives that celebrate authentic Saudi heritage while contributing to local economic development and cultural enrichment in support of the Quality of Life Program.
Following the signing of the agreement, Shahad Nassier, Managing Director of Marketing Communications at Abdul Latif Jameel Motors, said: “At Abdul Latif Jameel Motors, we are proud to play an active role in national initiatives that drive local economic growth and create development opportunities across the Kingdom. We view our role not merely as a mobility provider, but as a long-term partner in economic and social progress that enhances quality of life.”
Dr. Khalid Abdulaziz Al-Nqeidan, Secretary General of the Higher Committee of the Buraydah International Dates Carnival, described Abdul Latif Jameel Motors’ selection as the carnival’s Main Sponsor as a strategic collaboration that underscores the value of cooperation between the public and private sectors. He said the collaboration will contribute to the development of the carnival’s ecosystem, enhance its operational efficiency, and elevate the guest experience.
He added that the selection of the Toyota Hilux as the Official Car of the carnival aligns with the event’s agricultural nature, as well as the model’s deep-rooted presence in the sector and its longstanding role in supporting the daily operations of farmers. He noted that the collaboration will support a range of specialized programs and activities, reinforcing the carnival’s position as a global economic and agricultural platform that showcases Saudi Arabia’s date industry and advances its broader development objectives.
This sponsorship reflects Abdul Latif Jameel Motors’ commitment to engaging directly with guests while delivering integrated experiences and mobility solutions that meet the evolving expectations and support the Kingdom’s leading economic and heritage events.
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About Abdul Latif Jameel Motors
Abdul Latif Jameel Motors was established in 1955 in Saudi Arabia. It was appointed as the authorized distributor for Toyota in the same year and Lexus in 1989. Guided by the ‘guest first’ approach and Kaizen philosophy, Abdul Latif Jameel Motors is dedicated to establishing itself as the preferred mobility partner, meeting the evolving needs of the Kingdom and its people.
For more information, please visit alj.com and Toyota.com.sa.
Notes to editor
For further information, please contact Abdul Latif Jameel Motors, media@alj.com
About the Buraydah International Dates Carnival
The Buraydah International Dates Carnival is the world’s largest agricultural and economic event dedicated to the date industry. Held annually in Buraydah, Qassim Region, the carnival serves as a premier strategic hub connecting farmers, investors, and consumers. Beyond trading substantial volumes of premium Saudi dates, the carnival stands as a major cultural and heritage landmark, driving local tourism, trade, and sustainable economic opportunities across the region.
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