e& signs multi-year strategic collaboration with Formula 1 Etihad Airways Abu Dhabi Grand Prix

e&, formerly known as Etisalat Group, has inked a multi-year strategic partnership with Abu Dhabi Motorsports Management, as a founding partner of Formula 1 Etihad Airways Abu Dhabi Grand Prix.

The company will work closely with Abu Dhabi Motorsports Management and Formula 1 in driving consumer 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.” 

Grand Prix 2022 highlights

 This year’s race weekend takes place November 17-20 at Yas Marina Circuit, with the 2022 F1 season-finale following an action-packed four days of entertainment and racing action.

For this year’s Yasalam After-Race Concerts, multi-platinum, grammy-award winning artist Kendrick Lamar and multi-Grammy nominated group, Swedish House Mafia are among the first international superstar acts to be announced to headline at this year’s event, with two more premium global artists to be announced over the coming weeks.  

 Formula 2 and Formula 4 UAE will once again feature in the on-track schedule. This year’s event will also see a special edition of historic F1 cars taking to the track, offering spectators a unique glance into past eras of Formula 1, with additional experiences on-track available across the weekend. 

Due to the demand, limited tickets to the event remain available, including at the event’s newest hospitality product, The Deck @ Turn 9m which offers exclusive culinary experiences from Ce La Vi and is the first of a number of world-class culinary experiences to be revealed.