In Bahrain, Fernando Alonso celebrated a podium that hinted at a new chapter for Aston Martin, as Formula 1 heads to the high-speed streets of Jeddah. The路fastest and most dangerous city circuit on the calendar now hosts speeds that surge past 310 km/h with DRS at three points, making every lap a test of precision and nerve at around 250 km/h on average.
Aston Martin and Alonso are stepping into a weekend that feels almost like a home race, even though the team’s base sits in Silverstone. With the roar expected from spectators at the Circuit de Barcelona during the Spanish Grand Prix in early June, the financial backing fueling the ambitious project has strong ties to Saudi Arabia, a relationship championed by Lawrence Stroll.
‘Miracle’ Aston Martin keys
Since 2022, when Alonso faced reliability issues at Alpine, Aston Martin secured a lucrative partnership with Aramco, the Saudi oil and gas giant that also sponsors the sport. Just recently, following their success at the Sakhir circuit, the British team announced a second major sponsorship with Saudia, the country’s flag carrier.
state matter
Saudi Arabia’s influence in the Grand Circus and the broader automotive world continues to grow. The kingdom has secured the Formula 1 World Grand Prix through 2027, and is advancing plans to host the Dakar Rally for five years and possibly join the MotoGP calendar. For the Saudi regime, staging grand international sporting events — particularly in football and motor racing — has become a strategic priority, with branding and slogans aligning accordingly. The Saudi GP in 2024 is part of the lead-up to the World Cup season that follows.
In 2023, a public message from Aston Martin on social media captured the sense of momentum, highlighting a period of renewed energy and collaboration.
The partnership with Aramco was formalized with a view toward long-term collaboration on high-efficiency internal combustion engines, sustainable fuels, advanced lubricants, and non-metallic materials for vehicles. It also encompasses private branding, sponsorship rights for fuels and lubricants, and licensing opportunities that extend across Aston Martin’s operations.
Aramco, a global employer of tens of thousands, has held a leading market position and brand value, reinforcing the prestige of a relationship that links F1 with one of the world’s largest energy companies. This alliance is framed as a high-end endorsement for both Formula 1 and Aston Martin.
new partner
The re-emergence of a historic link between Saudi aviation and Formula 1 underscores a long-standing interest. The early pages of this story trace back to the late Sir Frank Williams, who sought financial backing in the Middle East, with Saudia appearing on the rear wing of a March car piloted by Patrick Nève in 1977. The relationship carried through to support from Clay Regazzoni in 1979 at Silverstone and to a first title with Alan Jones the following season, continuing with Arab sponsorship into the mid-1980s.
Officials emphasize a strategic alliance that goes beyond sponsorship. The aim is to explore collaborations in aviation-aligned branding while also addressing environmental considerations tied to extensive travel. Saudia’s arrival is presented as a signal of broader opportunities for F1, and for Aston Martin, the partnership underscores the appeal of the Aston Martin name to global brands that share a commitment to innovation and sustainability.
Khaled Tash, marketing director for Saudia, framed the message from the Saudi side as an invitation to showcase sport as a force to unite people and promote a future with fewer borders. The collaboration is positioned as a natural fit, with a focus on driving innovation and sustainability in tandem with Aston Martin.