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e&, formerly known as Etisalat Group, announced a multi-year strategic partnership with Abu Dhabi Motorsports Management as a founding partner of the Formula 1 Etihad Airways Abu Dhabi Grand Prix, the biggest sporting event in the Middle East that brings the best in entertainment and digital experiences for residents and motorsport enthusiasts alike.

As a founding partner for the signature event, e& will work closely with Abu Dhabi Motorsports Management and Formula 1® in driving consumer engagement with digital experiences.

Since e&’s global transformation to a technology and investment conglomerate earlier this year, the company has continued its journey with steady progress in creating innovative solutions using next-generation technologies. This has created limitless possibilities built on connections, connectivity and collaboration. Through its specialized business pillars, the group continues to bring more power, freedom and joy to its customers, delivering technology solutions that create and enable platforms for smart connectivity, holistic digital experiences and entertainment.

Previously: Etisalat Enables 5G Network at F1 Abu Dhabi Grand Prix

e& Group CEO Hatem Dowidar said, “These are exciting times for us and we are delighted to partner with the Formula 1 Etihad Airways Abu Dhabi Grand Prix, the season finale and world-renowned motorsports event that brings the best of global sport and entertainment to UAE. Our multi-year strategic partnership with such a premium global brand offers us multiple opportunities to not only build new relationships and enhance customer experiences but also to seal our brand positioning as the global technology and investment conglomerate that digitally empowers societies.”

“Today, the country is a global destination of sports; given the world-class facilities and diverse landscape, the UAE and the Emirate of Abu Dhabi will be more prevalent on the world’s sporting calendar. We are proud to be part of this global show alongside other reputed global brands, a next-generation, technology-driven sport appealing to a broad and ever-growing audience that resonates with the values of e& and its ambitions of transforming into a global technology and investment conglomerate. The event will give us an opportunity to explore possibilities that will elevate the visitor experience in the most innovative way at Formula 1 Etihad Airways Abu Dhabi Grand Prix,” added Dowidar.

Abu Dhabi Motorsports Management CEO Saif Al Noaimi said, “We are proud and honored to announce e& as a founding partner to the Formula 1 Etihad Airways Abu Dhabi Grand Prix. Having the world’s eyes on Abu Dhabi during Race Week provides e& an excellent platform for the brand to tell its global transformation story, as it grows and evolves. The 14th edition of the Abu Dhabi Grand Prix promises to be a fantastic event, with exceptional demand following last year’s record-breaking race weekend; we look forward to welcoming thousands of global F1 fans to Yas Island and Abu Dhabi, [and] we will once again create some unforgettable memories for visitors from around the world in front of our biggest ever crowds. We look forward to e& joining us on that journey.”

This year’s race weekend will take place on November 17-20 at Yas Marina Circuit, with the 2022 F1® season-finale following an action-packed four days of entertainment and racing action.

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