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Beyond the legendary motor sports event with over 30 years of history, the DAKAR™ is also a unique human experience that places it as a sentimental and emotional adventure. This extraordinary challenge has attracted and continues seducing different champions from all 5 continents. Spanish pilots likes Carlos Sainz (Car’s champion in 2010), Marc Coma and Nani Roma participate each year in the DAKAR™ rally.
The DAKAR™ has an incredible media coverage: 80 TV channels cover the event for more than 189 countries worldwide. That means 1,130 hours of worldwide coverage, reaching a cumulative audience of 2,200 million viewers. Also, the official website has more than 53 million visitors each month. According to a recent study, 79% of the population in Spain knows the Rally DAKAR™, while in Portugal 86% of its population recognizes the brand.
All the products that have been licensed convey a set of values that are specific to the DAKAR™, all inspired by the spirit of the adventure given by the brand.
Edebé is negotiating with several companies that are interested in licensing the property in different categories as accessories, outdoor supplies, toiletries, as well as products related to the motor universe.
The core target of the DAKAR™ brand is ADULTS. | 
