Formula 1 has announced today it will serve as the official sponsor of Expo 2020 Dubai. The 14-month partnership will run from the end of the current season and throughout next year’s calendar.
Expo 2020 takes place from 20 October 2020 to 10 April 2021. It is set to welcome 192 participating countries and host 25 million visits from across the globe over 173 days.
The F1 sponsorship will involve activations to raise awareness of Expo 2020 and will include trackside and digital advertising at seven Grands Prix in 2020. The first trackside advertising will be seen at the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2019.
A Formula 1 spokesperson commented: “The themes of Expo 2020 are Opportunity, Mobility and Sustainability, which are also topics that Formula 1 has a deep interest in. Formula 1 is a global sport and has a wide-reaching fan base – the perfect stage to showcase the first World Expo in the Middle East, Africa and South Asia region. The association is seen as an ideal fit, combining the World’s Greatest Show of human brilliance and achievement and the greatest racing spectacle in global sport.”
Murray Barnett, Director of Sponsorships and Commercial Partnerships, Formula 1, said:
“We are excited to be working with Expo 2020 Dubai – the largest coming-together of nations, multilateral organisations and corporations in the history of the region. One of the defining features of Formula 1 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, Formula 1 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.”
Anthony Ward, Vice President of Marketing, Expo 2020 Dubai, said: “Expo 2020 Dubai will be an unmissable global celebration that will showcase human ingenuity, international collaboration and futuristic, breakthrough innovations – all of which we see in Formula 1 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.”