Loading
Formula E and Saudia, Saudi Arabia’s national flag carrier and a long-standing Championship Partner, have extended their partnership through the introduction of the Fly Saudia Gaming Zone across selected global races in Seasons 12 and 13.
The activation will place Saudia at the centre of Formula E’s popular Gaming Zone, a bespoke structure equipped with up to 20 high-tech racing simulators at each E-Prix. The concept is designed to move fans beyond simply watching the ABB FIA Formula E World Championship, giving thousands of spectators the chance to compete in an immersive racing environment.
The initiative will feature at selected events during the Season 12 calendar, including the Shanghai, Tokyo and London E-Prix. It will then return to Saudia’s home country for the 2026–27 season opener in Jeddah, which will also mark the first race of the GEN4 era. Formula E’s previous Tokyo event was already a major focal point on the calendar, as outlined in our review of the championship’s Tokyo night races.
The Gaming Zone will be fully integrated into the fan experience, with Saudia branding applied across the structure’s exterior and interior, as well as on the simulators. Visitors will enter through a themed Saudia Boarding Gate, creating a clear link between the airline’s identity and the motorsport activation.
At the 2025–26 season finale in London, Saudia cabin crew will also be present to welcome fans. Inside the virtual racing environment, Saudia will feature as the trackside Title Partner, supported by pre-game logo integration and digital trackside branding.
The leaderboard will give the activation a competitive edge. At each race day, the fastest Gaming Zone driver will win two VIP tickets to the 2026–27 Jeddah E-Prix season opener, with flights and accommodation provided by Saudia.
The prize forms part of the partners’ exclusive ‘Take Your Seat’ competition, which is intended to give fans the opportunity to experience the GEN4 launch event in person.
The on-site programme will be supported by a multi-channel digital content series across Season 12. Formula E and Saudia will publish social content from Shanghai, Tokyo and the London finale, extending the activation beyond the circuit and placing fan participation at the centre of the partnership.
Moataz Alandijani, Saudia’s General Manager of Sponsorships & Partnerships, said: “Fans are not just watching the Formula E race, they’re actually living it and competing to win the ultimate prize.”
Formula E Chief Commercial Officer Will Brown added: “It’s all about moving this incredible brand and race experience around the world.”
He’s a software engineer with a deep passion for Formula 1 and motorsport. He co-founded Formula Live Pulse to make live telemetry and race insights accessible, visual, and easy to follow.
Comments (0)
No comments yet
Be the first to share your thoughts!
Loading posts...