Helping partners activate across the race weekend in Jeddah

The spectacular Jeddah Corniche Circuit lit up again over three unforgettable days for its second consecutive year on the Formula One calendar. World Champion Max Verstappen claimed the highest step of the podium on Sunday 28th March after an exhilarating 50 lap race.

For a second year in a row, the Saudi Arabian Grand Prix did not disappoint as 180,000 fans watched the second race of the season from the grandstands.

The first year saw an amazing 12 brands represented at the event, however, 2022 saw that increase to 13. Brands were showcased across the main and central fan-zones with experiential and modern booths ensuring that all visitors were entertained throughout the weekend.

The entertainment didn’t stop when the track action finished, as both Saturday and Sunday saw an array of international stars perform in the concert area. The likes of DJ Rehab, Black Eyed Peas and Chris Brown, among others, created an atmosphere that has set the bar high for the rest of the season.

We were appointed in early 2021 by Saudi Motorsport Company to be the exclusive sponsorship agency and as such were active in brokering deals with partners such as Bank AlBilad and helped shape the commercial stream by securing several multi-million, multi-year deals across 12 different sectors. Along with the commercial assistance, we also helped the 13 partners to activate rights across the three-day event, providing assistance with ticketing, accreditation, hospitality, fan zone activations and more.