Riding a two-year win streak in the Dakar Rally’s SSV class, Sébastien Loeb Racing will go for their third in 2026 under a new name. On Tuesday, the team announced a rebrand to LOEB FrayMédia Motorsport.

FrayMédia is a sports agency founded in 2013 by Cédric Fray that has SLR’s namesake owner and 2024 Dakar winner Xavier de Soultrait as clients. The firm also represents brands like Polaris, Red Bull, and BFGoodrich. BFG provides tires to Dakar competitors while the team uses the Polaris RZR Pro R; the latter also entails a close alliance with RZR Factory Racing.

The Sébastien Loeb Racing name was mainly used by Loeb when he raced in World Rallycross and the World Touring Car Championship. In 2022, the team partnered with Polaris to expand into rally raid, though Loeb himself doesn’t compete under the SLR banner.

Switching from bikes, Soultrait finished 19th in class at his Dakar SSV debut in 2023 while teammate Florence Vayssade was tenth. The following year, the former broke through to score Polaris’ first Dakar triumph since 2017 and Vayssade notched another tenth-place run.

RZR Factory Racing’s American desert star Brock Heger joined the team for the 2025 Dakar. Despite being new to rally raid, he won SSV on debut in a historic off-road win streak that’s still active to this date. Soultrait and Vayssade respectively finished 21st and 26th in class, marred by mechanical trouble.

Loeb himself races in the Ultimate class for Dacia.

Featured image credit: Antonin Vincent / DPPI / ASO