Saudi Press

Saudi Arabia and the world
Monday, Sep 15, 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
Kuwait opens bidding for construction of three cities to ease housing crunch.
This Week in AI: Meta’s Superintelligence Push, xAI’s Ten Billion-Dollar Raise, Genesis AI’s Robotics Ambitions, Microsoft Restructuring, Amazon’s Million-Robot Milestone, and Google’s AlphaGenome Update
Indian Student Engineers Propose “Project REBIRTH” to Protect Aircraft from Crashes Using AI, Airbags and Smart Materials
Could AI Nursing Robots Help Healthcare Staffing Shortages?
Turkish authorities seize leading broadcaster amid fraud and tax investigation
Qatari prime minister says Netanyahu ‘killed any hope’ for Israeli hostages
Apple Introduces Ultra-Thin iPhone Air, Enhanced 17 Series and New Health-Focused Wearables
Big Oil Slashes Jobs and Investments Amid Prolonged Low Crude Prices
Social Media Access Curtailed in Turkey After CHP Calls for Rallies Following Police Blockade of Istanbul Headquarters
Did the Houthis disrupt the internet in the Middle East? Submarine cables cut in the Red Sea
Gold Could Reach Nearly $5,000 if Fed Independence Is Undermined, Goldman Sachs Warns
Uruguay, Colombia and Paraguay Secure Places at 2026 World Cup
Trump Administration Advances Plans to Rebrand Pentagon as Department of War Instead of the Fake Term Department of Defense
Tether Expands into Gold Sector with Profit-Driven Diversification
Trump’s New War – and the ‘Drug Tyrant’ Fearing Invasion: ‘1,200 Missiles Aimed at Us’
At the Parade in China: Laser Weapons, 'Eagle Strike,' and a Missile Capable of 'Striking Anywhere in the World'
Information Warfare in the Age of AI: How Language Models Become Targets and Tools
Israeli Airstrike in Yemen Kills Houthi Prime Minister
After the Shock of Defeat, Iranians Yearn for Change
YouTube Altered Content by Artificial Intelligence – Without Permission
Iran Faces Escalating Water Crisis as Protests Spread
More Than Half a Million Evacuated as Typhoon Kajiki Heads for Vietnam
HSBC Switzerland Ends Relationships with Over 1,000 Clients from Saudi Arabia, Lebanon, Qatar, and Egypt
Sharia Law Made Legally Binding in Austria Despite Warnings Over 'Incompatible' Values
Dogfights in the Skies: Airbus on Track to Overtake Boeing and Claim Aviation Supremacy
Tim Cook Promises an AI Revolution at Apple: "One of the Most Significant Technologies of Our Generation"
Are AI Data Centres the Infrastructure of the Future or the Next Crisis?
Miles Worth Billions: How Airlines Generate Huge Profits
Zelenskyy Returns to White House Flanked by European Allies as Trump Pressures Land-Swap Deal with Putin
Beijing is moving into gold and other assets, diversifying away from the dollar
Cristiano Ronaldo Makes Surprise Stop at New Hong Kong Museum
Zelenskyy to Visit Washington after Trump–Putin Summit Yields No Agreement
High-Stakes Trump-Putin Summit on Ukraine Underway in Alaska
Iranian Protection Offers Chinese Vehicle Shipments a Cost Advantage over Japanese and Korean Makers
Saudi Arabia accelerates renewables to curb domestic oil use
Cristiano Ronaldo and Georgina Rodríguez announce engagement
Asia-Pacific dominates world’s busiest flight routes, with South Korea’s Jeju–Seoul corridor leading global rankings
Private Welsh island with 19th-century fort listed for sale at over £3 million
Sam Altman challenges Elon Musk with plans for Neuralink rival
Australia to Recognize the State of Palestine at UN Assembly
The Collapse of the Programmer Dream: AI Experts Now the Real High-Earners
Armenia and Azerbaijan to Sign US-Brokered Framework Agreement for Nakhchivan Corridor
British Labour Government Utilizes Counter-Terrorism Tools for Social Media Monitoring Against Legitimate Critics
WhatsApp Deletes 6.8 Million Scam Accounts Amid Rising Global Fraud
Nine people have been hospitalized and dozens of salmonella cases have been reported after an outbreak of infections linked to certain brands of pistachios and pistachio-containing products, according to the Public Health Agency of Canada
Texas Residents Face Water Restrictions While AI Data Centers Consume Millions of Gallons
Tariffs, AI, and the Shifting U.S. Macro Landscape: Navigating a New Economic Regime
India Rejects U.S. Tariff Threat, Defends Russian Oil Purchases
United States Establishes Strategic Bitcoin Reserve and Digital Asset Stockpile
Thousands of Private ChatGPT Conversations Accidentally Indexed by Google
×