Under the patronage of Prince Dr. Faisal bin Mishaal bin Saud bin Abdulaziz, governor of the Qassim Region, Abdul Latif Jameel Motors has been selected as the main sponsor for the Buraydah International Dates Carnival 2026. Toyota Hilux has been named the official car of the carnival.
The signing ceremony took place in the presence of Hassan Jameel, vice chairman of Abdul Latif Jameel, Saudi Arabia.
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 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.
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.
