Fierce Grid Competition as Dakar Rally Roster Expands

With only 150 starting positions available, competition is fierce to claim a spot on the Dakar Rally grid. Since the inaugural event in 1979, a mere 4,500 competitors have been able to call themselves Dakar Rally participants.

Given the limited seats, having the right management team to secure a drive and create an environment for success is critical. Most of today’s Dakar stars rely on a management group handling various responsibilities, allowing the drivers to focus solely on their performance.

The 360 Approach

Graeme Lowdon, former CEO of the Virgin and Marussia Formula 1 teams, now runs Equals Management alongside ex-racer Marc Hynes. Together, they work with rising Dakar talent, including driver Zhou Guanyu.

“The approach we take is what we call a 360 approach,” Lowdon explained to Autosport. “That means overseeing anything that can distract a driver, from logistics and contract negotiations to sponsorship, physio, and more. We create an environment where the athlete can perform at their best.”

Understanding how a driver spends their time away from competition is crucial, as Lowdon noted, “Little things like knowing how a driver performs best with a particular entourage can significantly impact their contract terms.”

Coordinating the various sponsorship elements is another key aspect, ensuring there is no imbalance between the driver’s personal and racing-related deals.

The Evolving Dakar Landscape

With the Dakar Rally’s growing popularity, the competition for seats has never been fiercer. Having the right management team guiding drivers through the complexities has become essential for success. As the sport continues to evolve, the role of these expert managers will only become more vital in the Dakar landscape.

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