Emirates expands and extends Formula 1 deal

Formula 1  has expanded and extended its partnership with Emirates arlines, the renewed agreement began at the start of the 2018 world championship season and will extend until the end of 2022.

As part of the new deal, the Dubai-based airline will enjoy an expanded branding and consumer activation presence at over 15 races on the Formula One calendar across Europe, Asia, Australia, North America and South America.

The five-year extension includes extensive trackside branding at the races, hospitality for guests at the Paddock Club, interactive fan engagement activities at Formula One fan zones and fan festivals at selected races, as well as Supercar Hot Laps at eight races and branding across digital media assets.

Emirates, which has been a global partner of the leading motorsport series since 2013, will also offer its Skywards members the opportunity to use their miles to bid for exclusive VIP experiences at various races.

In addition, the airline served as the title sponsor of the Spanish Grand Prix in Barcelona on the weekend, and will occupy the same role at the German Grand Prix in Hockenheim from 20th to 22nd July.

“There’s an excellent fit between Emirates and Formula One, from the global extent of our destination network and the cities in which races take place, to the focus on innovation and technology that underpins the sport and our approach to the development of products and services for our customers,” said Thierry Antinori, executive vice-president and chief commercial officer at Emirates.

Formula One next heads to the streets of Monte Carlo for the Monaco Grand Prix on 10th June.

Emirates last week reported a 124 per cent surge in net profit to Dh2.8 billion (US$762 million) for the 2017 fiscal year.