Saudi Press

Saudi Arabia and the world
Wednesday, Jun 04, 2025

‘We believe in the power of sport,’ says Saudia marketing chief after partnering with Aston Martin Formula One Team

‘We believe in the power of sport,’ says Saudia marketing chief after partnering with Aston Martin Formula One Team

With the Saudi Arabian Grand Prix only days away, the Kingdom’s national flag carrier, Saudia, has been announced as Official Global Airline Partner of the Aston Martin Aramco Cognizant Formula One Team for the 2023 season.
Formula One returns to Jeddah Corniche Circuit from March 17-19, with the showpiece race taking place on Sunday.

Aston Martin had a flying start to the new season, with Fernando Alonso taking a spectacular podium with a third place finish at the season opener in Bahrain on March 5, while Lance Stroll finished sixth.

Khaled Tash, Saudia Group chief marketing officer, spoke to Arab News about Saudia’s history and future in Formula One.

On Saudia’s partnership with Aston Martin

“Saudia has a long history of forming sport and event partnerships, and we are extremely excited to expand our portfolio with the Aston Martin Aramco Cognizant Formula One Team for the 2023 season. It is a huge milestone for Saudia to be associated with such a renowned name in the automotive and motor sport industry.

“At Saudia, we have always believed in the power of sports to unite people and create a borderless world. Since our creation in 1945, we have been highly selective in choosing top global sporting teams that share our vision to create a more interconnected world, whilst delivering exceptional experiences. We are proud to have partnered with Saudi Arabia’s National Football team, the Saudi Cup, the boxing event “Rage on the Red Sea” and now the Aston Martin Aramco Cognizant Formula One Team.”

On Saudia’s successful history in Formula One with Williams

“Saudi Arabia was the first Middle East country to be involved in Formula One and Saudia has enjoyed a successful and beautiful history with motor sport, particularly with Williams Racing. Our association with Williams Racing began in 1978 and ran for almost two decades, during which time we enjoyed many successes.

“Formula One fans will remember that the Williams Racing team dominated the competition and won nine Constructors’ Championships thanks to worldwide talent drivers like Alan Jones, Keke Rosberg, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve.

“Saudia played a vital role in Williams Racing’s victories and our partnership was one of the most successful sponsor-team collaborations in F1 history, paving the way for future partnerships within the motor sport industry.

“Our Kingdom’s love story with F1 has even led us to hosting a race, the Jeddah Grand Prix, and who knows, we may one day have our own Saudi F1 team.

“We believe that our partnership with Aston Martin Aramco Cognizant Formula One Team provides a further opportunity for us to expand the reach of the sport and bring unforgettable experiences to fans everywhere.”

On developing Saudi talent in motor sport

“Formula One and E are very important international events for us and we hope that such a significant partnership with one of the leading teams in the world, Aston Martin Aramco Cognizant Formula One, will inspire Saudi youth to further engage with the sport, providing them with new career prospects.

“By attending the races, seeing their country and biggest companies develop partnerships, invest in motor sport and racing infrastructures like the Jeddah Corniche, we not only want to give them a sense of pride, but also want to tell them that they can be part of that world and become mechanics, engineers, track assistants, team managers, event planners or even drivers themselves.

“This is why it is important for us to continue to partner with leading, global names. This is our commitment to delivering unforgettable experiences and opportunities, not only for our Kingdom, but for all.

“The country is undertaking a huge transformation and motor sport is definitely playing a crucial role in it.”

On Saudia being involved with other major sporting partnerships or events

“As the ‘Wings of Vision 2030’ and being the national carrier, it is Saudia’s responsibility to demonstrate and showcase the Kingdom’s ambitions for the future, and this also comes through global partnerships like with the Aston Martin Aramco Cognizant Formula One Team.

“We have many projects in the pipeline and we’ll announce them as soon as we are ready.”
Newsletter

Related Articles

Saudi Press
0:00
0:00
Close
Global News Roundup: From Ukraine's strategic military strikes and Russia's demands and Tensions Escalate in Ukraine, to serious legal issues faced by Britons in Bali and Trump's media criticism, the latest developments highlight a turbulent landscape
U.S. Reduces Military Presence in Syria
Trump Demands Iran End All Uranium Enrichment in Nuclear Talks
Iran Warns Europe Against Politicizing UN Nuclear Report
Paris Saint-Germain's Greatest Triumph Is Football’s Lowest Point
OPEC+ Agrees to Increase Oil Output for Third Consecutive Month
Turkey Detains Istanbul Officials Amid Anti-Corruption Crackdown
Meta and Anduril Collaborate on AI-Driven Military Augmented Reality Systems
EU Central Bank Pushes to Replace US Dollar with Euro as World’s Main Currency
European and Arab Ministers Convene in Madrid to Address Gaza Conflict
U.S. Health Secretary Ends Select COVID-19 Vaccine Recommendations
Trump Warns Putin Is 'Playing with Fire' Amid Escalating Ukraine Conflict
India and Pakistan Engage Trump-Linked Lobbyists to Influence U.S. Policy
U.S. Halts New Student Visa Interviews Amid Enhanced Security Measures
Trump Administration Cancels $100 Million in Federal Contracts with Harvard
SpaceX Starship Test Flight Ends in Failure, Mars Mission Timeline Uncertain
King Charles Affirms Canadian Sovereignty Amid U.S. Statehood Pressure
Iranian Revolutionary Guard Founder Warns Against Trusting Regime in Nuclear Talks
UAE Offers Free ChatGPT Plus Subscriptions to Citizens
Lebanon Initiates Plan to Disarm Palestinian Factions
Iran and U.S. Make Limited Progress in Nuclear Talks
The Daily Debate: The Fall of the Dollar — Strategic Reset or Economic Self-Destruction?
Trump Administration's Tariff Policies and Dollar Strategy Spark Global Economic Debate
OpenAI Acquires Jony Ive’s Startup for $6.5 Billion to Build a Revolutionary “Third Core Device”
Turkey Weighs Citizens in Public as Erdoğan Launches National Slimming Campaign
Saudi-Spanish Business Forum Commences in Riyadh
Saudi Arabia and Spain Sign MoU to Boost SME Sectors
UK Suspends Trade Talks with Israel Amid Gaza Offensive
Iran and U.S. Set for Fifth Round of Nuclear Talks Amid Rising Tensions
Russia Expands Military Presence Near Finland Amid Rising Tensions
Indian Scholar Arrested in Crackdown Over Pakistan Conflict Commentary
Israel Eases Gaza Blockade Amid Internal Dispute Over Military Strategy
President Biden’s announcement of advanced prostate cancer sparked public sympathy—but behind closed doors, Democrats are in panic
A Chinese company made solar tiles that look way nicer than regular panels!
Indian jet shootdown: the all-robot legion behind China’s PL-15E missiles
The Chinese Dragon: The True Winner in the India-Pakistan Clash
Australia's Venomous Creatures Contribute to Life-Saving Antivenom Programme
The Spanish Were Right: Long Working Hours Harm Brain Function
Did Former FBI Director Call for Violence Against Trump? Instagram Post Sparks Uproar
US and UAE Partner to Develop Massive AI Data Center Complex
Apple's $95 Million Siri Settlement: Eligible Users Have Until July 2 to File Claims
US and UAE Reach Preliminary Agreement on Nvidia AI Chip Imports
President Trump and Elon Musk Welcomed by Emir of Qatar Sheikh Tamim with Cybertruck Convoy
Strong Warning Issued: Do Not Use General Chatbots for Medical, Legal, or Educational Guidance
Saudi Arabia Emerges as Global Tech Magnet with U.S. Backing and Trump’s Visit
This was President's departure from Saudi Arabia. The Crown Prince personally escorted him back to the airport.
NVIDIA and Saudi Arabia Launch Strategic Partnership to Establish AI Centers
Trump Meets Syrian President Ahmad al-Shara in Historic Encounter
Trump takes a blow torch to the neocons and interventionists while speaking to the Saudis
US and Saudi Arabia Sign Landmark Agreements Across Multiple Sectors
×