aston Martin Locks In Saudia Deal
Aston Martin Aramco Cognizant Formula 1 Team (AMF1) has partnered with the national flag carrier of Saudi Arabia, SAUDIA.
As part of the new deal, SAUDIA will become the British Formula 1 team’s official global airline partner from the 2023 season.
The airline will see its branding appear on AMF1’s racing car, driven by Fernando Alonso and Lance Stroll, for the remainder of the 2023 season.
To officially launch the partnership SAUDIA have also announced a global competition that will give fans the chance to win an ‘AMF1 experience’ at one of the Grand Prix destinations.
Khaled Tash, SAUDIA Group Chief Marketing Officer said,“We are very excited to expand SAUDIA’s strategic sports partnership portfolio and announce our most recent collaboration with such a renowned name in the automotive and motorsport industry. At SAUDIA, we believe in the power of sports to unite people and create a borderless world.
“Therefore, we have been highly selective in choosing top global sporting teams that share our vision. With a passion for driving innovation and sustainability-focused initiatives, we are confident that we have found a natural partner in Aston Martin Aramco Cognizant Formula 1 Team. Together, we look forward to providing unforgettable experiences for Formula One fans in the Kingdom and beyond throughout the 2023 season.”
Jefferson Slack, AMF1 Managing Director, Commercial and Marketing, added,”We are delighted to welcome SAUDIA onboard, and it’s a great pleasure to announce our new partnership ahead of the Kingdom’s round of the World Championship in Jeddah this weekend. Clearly, there’s a strategic alliance between the worlds of air travel and Formula One – we will explore that together, as well as look to efficiently manage our global travel footprint.
“The arrival of SAUDIA not only underlines the opportunities that Formula One presents to companies on an unprecedented global scale, it also highlights the strength and appeal of the Aston Martin name to like-minded brands looking for unique, collaborative partnerships. We look forward to the season ahead and to creating exciting new projects and experiences with SAUDIA and its customers.”
The latest agreement follows a flurry of deals secured by AMF1 in the last few weeks. Ahead of the 2023 Formula 1 season kicking off in Bahrain on 5th March, it announced deals with Velocity Black, AvaTrade, Globe Trotter, Citi, and appointed Havas to launch its 2023 car, the AMR23, and introduce the new team and visual identity.
After an strong showing during pre-season testing, AMF1 made an impressive start to the season with Fernando Alonso taking an unexpected podium at the season opener in Bahrain on 5th March 2023, with Stroll finishing in sixth.
