F1 has announced a trackside deal with Dubai Expo which is to start with 2019 Abu Dhabi GP and continue on in seven races in 2020.
In an interesting announcement, F1 signed Expo 2020 Dubai as its new ‘Official Sponsor’, which is a first for the sport to do so. Ever since Liberty Media’s takeover, F1 has had some different signings, whether long-term or short-term.
The association with Dubai Expo is only for 14 months, which starts with 2019 Abu Dhabi GP. It will run through the 2020 season but the trackside branding will feature in only seven F1 races. The Expo is taking place between October 20, 2020 and April 10, 2021.
Elaborating on the new deal, F1 stated that the Expo’s theme ‘Opportunity, Mobility and Sustainability’ are the topics which interests them as well. As a global sport, it feels fit to be associated with a large scale event to build itself in Middle East, Africa and South Asia.
Murray Barnett, Director of Sponsorships and Commercial Partnerships, F1 said: “We are excited to be working with Expo 2020 Dubai – the largest coming-together of nations, multilateral organisations, corporations in the history of the region.
“One of the defining features of F1 is that our events help celebrate the countries we race in. Expo 2020 does the same for 192 countries in one incredible destination. Just like the World Expo, F1 celebrates culture collaboration and innovation.
“We are very proud to be promoting Expo 2020 in the lead-up to the event across some of our landmark Grands Prix in 2019 and 2020. At the same time, Anthony Ward, Vice President of Marketing, Expo 2020 Dubai, added:
“Expo 2020 Dubai will be a unmissable global celebration that will showcase human ingenuity, international collaboration and futuristic, breakthrough innovations – all of which we see in F1 action throughout the season.
“With F1‘s like-minded audience, we look forward to building global awareness ahead of Expo 2020’s opening next October through this exciting collaboration with one of the world’s most popular global sports.”
Here’s details of Liberty Media’s Q3 posting