The work has not been easy says Laurent Lachaux

It is truly a new beginning will "Dakar", tomorrow in Buenos Aires. After the cancellation of the Edition 2008, due to terrorist threats, the rally-raid of Amaury Sport Organisation (ASO) had to leave his African square meadow. He could reach the steppes from the Urals and go to Asia, but this area was preempted in June by Lagardère Sports, with the Transorientale from St. Petersburg to Beijing.

"It has been difficult and costly process, but the bet is won," estimated mid-December hex Dominique Serieys, General Manager of Mitsubishi Motor Sports, one of the major competitors, winner of the test. "We had hired all the expense of the Organization and we had to repay all the partners and the registration of all participants," says Laurent Lachaud, commercial Director and marketing of ASO. For the subsidiary of Amaury, the loss would be encrypted between 15 and 20 million euros.

In the new configuration, the overall budget is approximately EUR 60 million, but costs are more important, particularly because of the transfer of 1,000 vehicles (including 188 cars, motorbikes and trucks 82 230) by boat from Europe, not offset by fees unchanged participation and sponsorship revenues rather lower. The two largest Dakar 2009 partners are, indeed, Argentine Governments and Chilean (9.500(2) route km whose special 5.600 makes a loop through the Chile).

In total, the two States will mobilize nearly 25,000 men to ensure security in more urbanised Africa areas. First sponsor of the previous tests, Euromilhões the Portuguese Euromillions has, naturally, not followed. It has not been replaced. And it is therefore Total, faithful partner, which became the main sponsor of the event (with as its brand of lubricants Elf).

The challenge for the oil tanker, is less logistically. Agreements were entered into with the argentine and Chilean companies YBF and Copec allowing competitors to obtain supplies in local stations. But the French group has 11 subsidiaries and 1,800 employees in Argentina and is present since 1984 in the Chile.

New sponsorts

Generally, most of the sponsors of the former Dakar followed (Henkel, Euromaster, BFGoodrich and France television broadcaster) migration to South America for entry tickets ranging from 100,000 euros for official supporters, 250,000 for providers and 800,000 for the official partners. Others arrived, such as Swiss watches Wyler, Novotel, Sanofi-Aventis, lift and, especially, Sodexo, which won the tender launched for the restoration of the competitors, and the Spanish company Air Europa and some local (candy Menthoplus, la Loteria Nacional). Another arrival: Toyota, which becomes "official car". "The work has not been easy, says Laurent Lachaux.". For our usual partners, profit centres were not the same and for local businesses, it has required Act of evangelization in sponsoring, in a part of the world which has not had a major sporting event since the 1978 football World Cup.

Will the message be time to move Makers of ASO does not committed themselves in South America for more than a year. Some refer to two years. But the return to Africa, if conditions permit, is envisaged as a new "outsourcing" to the Middle East. Movements which, at the time of globalization, not not displeasing to the major manufacturers of the rally-raid, BMW, Volkswagen and Mitsubishi.

Even if this type of competition is threatened by environmental concerns and economic crisis. "This year, we are registered in the diesel class, and with the launch, a vehicle which is not a 4 4 classic.". "The Horizon 2010, we believe that it will be possible to run with a hybrid vehicle," explains Dominique Serieys. With regard to the crisis, "we have prepared a budget 2009 fell by 30 (against 20 million euros in 2008, Editor's note)", adds the pattern of Mitsubishi Motor Sports.