Other than the prizes, I like to think the drivers earn from sponsorship deals through car manufacturers, beverages and the likes, it was a bit tedious to read through but hey, atleast I know now that the Dakar Rally isn't even in the Sahara anymore. Is it an image right clause preventing them from chamging the title?
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They want to save the myth about Dakar as the most dangerous rally/race in the world. That's why they call it Dakar even if it is in South America right now. :)