Partnership enters third year at Saudi season-opener

In late January, the new season of the Formula E FIA World Championship began with a double header at the Diriyah E-Prix, kicking off the third season of NEOM’s partnership with the Mercedes-EQ Formula E Team. We ensured that nearly 150 guests were hosted at the home races for NEOM, utilising the experience to drive business development opportunities, enhance media relations and reward top-performing NEOM employees.

Ahead of the race, key personnel from the Mercedes-EQ Formula E Team joined a panel discussion at a workshop for the NEOM GrOW (Graduate Opportunities in Work) program in Riyadh. The session brought together representatives from both sides of the partnership to share experiences of working within a high-performance environment and provide insights to aid and inspire NEOM’s future leaders.

A series of content was distributed over NEOM’s social channels throughout the week, driving awareness and engagement for NEOM through the partnership. This included a hero video highlighting how sport partnerships are promoting knowledge transfer and providing opportunities to drive future success for NEOM, and a competition to find Saudi Arabia’s biggest motorsport fans to win a racing experience against World Champion driver Nyck De Vries.