‘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,