Formula 1® have recently announced Expo 2020 Dubai as an official sponsor with a 14-month association that will begin at the climax of the 2019 F1 season and through the entirety of next year’s race calendar.

Expo 2020 set to showcase the best of music, technology, creativity and culture 

Taking place from 20 October 2020 to 10 April 2021, Expo 2020 is the largest ever event staged in the Arab world and is set to welcome 192 participating countries and host 25 million visits within a duration of 173 days.

Photo credit: F1

Expo 2020 will showcase the best of music, technology, creativity and culture, while 200 Food & Beverage outlets will feature famous chefs and cuisine from all corners of the world. Visitors will have access to the latest innovations and breakthroughs in science, with more than 200 businesses, multilateral organisations and educational institutions coming together to highlight real-life solutions to the world’s most pressing global challenges.

Said Murray Barnett, Director, Sponsorships and Commercial Partners, Formula 1® “We are very excited to be working with Expo 2020 Dubai, the largest coming-together of nations, multilateral organisation 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 a single destination.”

Sub-themes of Expo 2020

The sub-themes of Expo 2020 are Opportunity, Mobility and Sustainability which are also topics that Formula 1® has a deep interest in, as a global sport with a wide-reaching fan-base. So the association is seen as an ideal fit, combining the World’s Greatest Show of human brilliance and achievement with the greatest racing spectacle in sport.

How the Formula 1® and Expo 2020 sponsorship will work

The F1 sponsorship will involve activation to raise awareness of Expo 20020 through trackside and digital advertising at seven Grand Prix races in 2020, with the first being the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2019.

Said Anthony Ward, Vice President, Marketing, Expo 2020 Dubai, “Our event will be an unmissable global celebration that will showcase human ingenuity, international collaboration and futuristic breakthroughs, 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.”