The Formula One Abu Dhabi Grand Prix has unveiled E&, formerly known as Etisalat Group, as a founding partner on a multi-year deal.
This means the technology and investment firm will work closely with Abu Dhabi Motorsports Management, as well as the Formula One management team, to drive consumer engagement with digital experiences.
“These are exciting times for us and we are delighted to partner with the Formula One 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,” said Hatem Dowidar, E& group chief executive.
“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 One Etihad Airways Abu Dhabi Grand Prix.”
Saif Al Noaimi, chief executive of Abu Dhabi Motorsports Management, added: “We are proud and honored to announce e& as a founding partner to the Formula One 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 Formula One 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.”