The global technology and investment group company, e&, formerly known as Etisalat Group, has signed a multi-year strategic partnership with Abu Dhabi Motorsports Management, to become the founding partner of Formula 1’s Abu Dhabi Grand Prix.
Following this association, e& will collaborate with Abu Dhabi Motorsports Management and Formula 1 to accumulate user engagement with digital experiences.
Hatem Dowidar, Group CEO, e&, said, “These are exciting times for us and we are delighted to partner with the Formula 1 Etihad Airways Abu Dhabi Grand Prix, the season finale and world-renowned motorsports event that brings the best of global sport and entertainment to UAE. Our multi-year strategic partnership with such a premium global brand offers us multiple opportunities to not only build new relationships and enhance customer experiences but also to seal our brand positioning as the global technology and investment conglomerate that digitally empowers societies.
“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 give us an opportunity to explore possibilities that will elevate the visitor experience in the most innovative way at Formula 1 Etihad Airways Abu Dhabi Grand Prix.”
Saif Al Noaimi, CEO, Abu Dhabi Motorsports Management, said, “We are proud and honoured to announce e& as a founding partner to the Formula 1 Etihad Airways Abu Dhabi Grand Prix. Having the world’s eyes on Abu Dhabi during race week provides e& an excellent platform for the brand to tell its global transformation story, as it grows and evolves. The 14th edition of the Abu Dhabi Grand Prix promises to be a fantastic event, with exceptional demand following last year’s record-breaking race weekend, we look forward to welcoming thousands of global F1 fans to Yas Island and Abu Dhabi, we will once again create some unforgettable memories for visitors from around the world in front of our biggest ever crowds. We look forward to e& joining us on that journey.”
The highly anticipated race weekend of this year is scheduled to take place at Yas Marina Circuit from November 17-20. Along with the enthralled live action at Yas Marina Circuit, fans of the competition can also have fun at Yas Island and the iconic Yasalam After-Race Concerts at Etihad Park.