ALULA GREENEDGE PARTNERSHIP.

Finding the right partner for a UCI WorldTour team is part luck, part destiny and part skillset. Oakbrew opened up conversations with AlUla in early 2021 and this new partnership was announced at the July 2021 Tour de France Grand Départ.

As part of our engagement with AlUla (Royal Commission for AlUla), a newly launched luxury tourism destination in the Kingdom of Saudi Arabia, Darach and AlUla’s senior management quickly found many synergies between the two organisations and negotiated a partnership which has developed every year and is currently at naming partner level.