Aston Martin Reveals Huge Partnership Ahead Of Saudi Arabian GP
After a long hiatus, Saudia Airlines is back in the Formula 1 game as the official global airline partner of the Aston Martin team. This marks the airline's triumphant return to the sport where it once held an iconic status as the sponsor of the Williams team.
In the late 70s, Frank Williams became the first team boss to seek financial support from the Middle East, with Saudia being one of the airline companies that answered his call.
The Saudia logo was first seen on the rear wing of Patrick Neve's private March in 1977 before it was prominently displayed on Williams' own FW06 the following year. With Saudia's backing, Williams won its first Grand Prix with Clay Regazzoni in 1979, and the team clinched its first title with Alan Jones the following season.
Despite other sponsors gaining prominence over the years, Williams continued to sport the Saudia logo until 1984. More recently, Saudia has been involved in Formula E, and its return to F1 as the partner of Aston Martin is a logical move, especially with the latter's ties to Saudi Arabia via the Aramco co-title sponsorship deal.
"We are delighted to welcome Saudia onboard," said Jeff Slack, Aston Martin's managing director of commercial and marketing, adding that it's a "great pleasure" to announce the partnership ahead of the Kingdom's round of the World Championship in Jeddah. Slack said:
"And it's a great pleasure to announce our new partnership ahead of the Kingdom's round of the World Championship in Jeddah this weekend.
"Clearly, there's a strategic alliance between the worlds of air travel and F1 – we will explore that together, as well as look to efficiently manage our global travel footprint.
"The arrival of Saudia not only underlines the opportunities that F1 presents to companies on an unprecedented global scale, it also highlights the strength and appeal of the Aston Martin name to like-minded brands looking for unique, collaborative partnerships."
The alliance between air travel and F1 is a strategic one, according to Slack, and the two companies will explore it further and look for ways to efficiently manage their global travel footprint.
The arrival of Saudia is not just a big win for Aston Martin but also underscores the vast opportunities that F1 presents to companies on a global scale. It also highlights the strength and appeal of the Aston Martin brand to like-minded brands looking for unique, collaborative partnerships.
"We believe in the power of sports to unite people and create a borderless world," said Khaled Tash, Saudia group chief marketing officer, adding that the company has been highly selective in choosing top global sporting teams that share its vision. Tash is confident that Aston Martin, with its passion for driving innovation and sustainability-focused initiatives, is a natural partner for Saudia. Tash continued:
"Therefore, we have been highly selective in choosing top global sporting teams that share our vision. With a passion for driving innovation and sustainability-focused initiatives, we are confident that we have found a natural partner in Aston Martin."
In recent years, Middle Eastern airlines have been eager to take advantage of the sport, with Emirates, Etihad, and Gulf all involved as race sponsors. Qatar has also recently announced a new partnership with F1 itself.