As a founding partner of the Formula 1 Etihad Airways Abu Dhabi Grand Prix, the biggest sporting event in the Middle East, e& announced on Thursday a multi-year strategic collaboration with Abu Dhabi Motorsports Management.
“e& will work closely with Abu Dhabi Motorsports Management and Formula 1 as a founding partner to promote customer engagement through digital experiences. The season finale and renowned motorsports event that brings the finest of international sport and entertainment to the UAE, the Formula 1 Etihad Airways Abu Dhabi Grand Prix, is a partner event for e&”, according to group CEO Hatem Dowidar.
He also added, “Our multi-year strategic partnership with such a high-end global brand gives us numerous opportunities to not only forge new connections and improve customer experiences but also to solidify our brand positioning as the international technology and investment conglomerate that empowers societies through the use of digital technology.”
According to Dowidar, “Today, the country is a global destination of sports; given the world-class facilities and diverse landscape, the UAE and the emirate of Abu Dhabi will be more prevalent on the world’s sporting calendar. We are proud to be part of this global show alongside other reputed global brands, a next-generation, technology-driven sport appealing to a broad and ever-growing audience that resonates with the values of e& and its ambitions of transforming into a global technology and investment conglomerate.”
“The event will allow us to explore possibilities that will elevate the visitor experience most innovatively at Formula 1 Etihad Airways Abu Dhabi Grand Prix”, he said.
The multi-year strategic alliance, he added, “offers us various chances to not only develop new connections and improve consumer experiences but also to seal our brand identity as the global technology and investment conglomerate that digitally empowers society.”
Saif Al-Noaimi, CEO of Abu Dhabi Motorsports Management said, “We are thrilled and honored to announce e& as a founding partner to the Formula 1 Etihad Airways Abu Dhabi Grand Prix.”
He added, “The fact that Abu Dhabi is the center of attention during race week gives e& a fantastic platform to share its story of global transformation as it expands and changes. The 14th Abu Dhabi Grand Prix is expected to be an amazing event. We are looking forward to welcome thousands of F1 fans from around the world to Yas Island and Abu Dhabi due to the high demand following last year’s record-breaking race weekend. A four-day extravaganza jam-packed with entertainment and racing activity will come to an end with the 2022 Formula One season finale.”
Along with Kendrick Lamar and Swedish House Mafia, two more renowned worldwide acts will be announced for the Yasalam After-Race Concerts in the upcoming weeks. Both Formula 2 and Formula 4 UAE will return to the circuit schedule.
To give viewers a glimpse into former eras of Formula 1, a special edition of historic F1 cars will also be on the racetrack this year.
Over the course of the weekend, more on-track events will be available.