SAUDIA Elevates Fan Engagement with Unique Sports and Digital Experiences in Newcastle and Berlin

By Ivan PetrenkoMay 15, 2024 07:32 AMNews
Racing car on the track, surrounded by the team and spectators
Racing car on the track, surrounded by the team and spectators. Source: unsplash

In a strategic fusion of motorsport and football, SAUDIA, the national flag carrier of Saudi Arabia, has recently introduced a series of immersive activations in Newcastle and Berlin, enhancing the fan experience across two major sporting events. In Newcastle, during the last home game of the season at St. James’ Park, SAUDIA showcased the Gen3 Formula E car. This marked the first time fans were introduced to the electric race car, coinciding with the debut of a short film that creatively merges the realms of motorsport and football.

Meanwhile, in Berlin, the excitement continued at the Berlin E-Prix on May 11th and 12th. SAUDIA hosted an E-Village with a special Discover-E Zone, where fans enjoyed interactive experiences aimed at educating and thrilling them about the advancements in electric motorsports. This area featured interactive games, competitions, and exclusive merchandise giveaways, significantly enhancing the race weekend experience.

Additionally, for fans unable to attend the Berlin E-Prix in person, SAUDIA offered an innovative digital alternative. Through the revitalized Take Your Seat digital hub, fans accessed the Discover-E Zone in a fully immersive 3D environment on their mobile devices, ensuring they did not miss out on the excitement.

On the track, the event saw fierce competition at the revamped Tempelhof Airport circuit, with participation from notable drivers including Stoffel Vandoorne, SAUDIA's Global Ambassador and Formula E champion. Khaled Tash, SAUDIA Group Chief Marketing Officer, emphasized that the event was a crucial platform to engage with global audiences, blending physical and digital experiences seamlessly. He highlighted the company's dedication to connecting fans with their passions through innovative and engaging means.

These events underscore SAUDIA’s commitment to innovative fan engagement, leveraging their partnerships across different sports to offer unique experiences both onsite and online. The initiative not only enhances fan interaction but also strengthens the bond between sports enthusiasts and the brand, setting a new standard for sports sponsorships and digital fan engagement.

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