Jetour Named Headline Sponsor and Automotive Partner of Liwa International Festival 2025

Elite Group Holding, the exclusive distributor of Jetour in the UAE, has officially signed a landmark agreement with Liwa Sports Club to become the Headline Sponsor and Automotive Partner of the upcoming Liwa International Festival 2025. The partnership marks Jetour’s most ambitious desert showcase yet, taking place from December 12, 2025, to January 3, 2026, at the foot of Tal Moreeb, the UAE’s tallest sand dune.

Recognised as one of the UAE’s most iconic winter events, the Liwa International Festival blends motorsport, Emirati heritage, and family entertainment into a 23-day celebration of speed and culture. The annual event draws thousands of motorsport enthusiasts and visitors from across the region for dune drag races, freestyle challenges, traditional performances, cultural workshops, and local cuisine—all set against the dramatic backdrop of the Liwa desert.

The signing ceremony between Elite Group Holding and Liwa Sports Club cements a partnership that connects automotive innovation with national celebration. Through this collaboration, Jetour reinforces its growing reputation as a lifestyle brand that resonates with the UAE’s adventurous spirit and love for the desert.

As part of the sponsorship, Jetour will roll out a number of exclusive experiences across the festival. The Corporate Zone will feature a fully branded Jetour showcase displaying the brand’s complete SUV lineup, while the VIP Camp Experience will offer guests a luxurious desert retreat with themed nights, curated hospitality, and live entertainment. The highlight for off-road enthusiasts will be the Tal Moreeb: Buggy Torque Zone, where visitors can experience Jetour SUVs in an adrenaline-filled off-road environment.

Flagship models such as the Jetour G700, Jetour T2 i-DM 4WD, and Jetour T2 Luxury Plus will take centre stage, embodying the brand’s focus on performance, innovation, and adventure.

“Our partnership with Liwa Sports Club represents a powerful alignment between innovation, culture, and community,” said Haroon Hayat, Group CFO of Elite Group Holding. “Jetour’s participation goes beyond display—it’s a live performance of what our vehicles stand for: power, passion, and purpose. This collaboration reinforces our commitment to the UAE’s national festivals and the spirit of adventure that defines this region.”

Abdullah Butti Al Qubaisi, Vice Chairman of Liwa Sports Club, added, “Our partnership with Elite Group Holding and Jetour UAE strengthens the connection between leading private sector brands and national sporting initiatives. This collaboration elevates the Liwa Festival experience and showcases the UAE as a global hub for cultural and automotive excellence.”

Under the exclusive distributorship of Elite Group Holding, Jetour has been rapidly expanding across the UAE, offering a growing range of SUVs built around its ‘Travel+’ philosophy. With a focus on premium craftsmanship, intelligent design, and off-road capability, Jetour’s lineup caters to the region’s dynamic lifestyle and love for exploration.

The Liwa International Festival partnership marks a significant milestone for both Jetour UAE and Elite Group Holding—celebrating a shared vision of community, adventure, and national pride. As the dunes of Liwa come alive this December, visitors can expect a showcase that blends performance, culture, and Emirati heritage.