The partnership sees Saudia take centre stage at Formula E’s fan favourite Gaming Zone - a bespoke structure housing up to 20 high-tech racing simulators at every E-Prix. The activation will deliver an immersive gaming experience to thousands of fans across the globe, bringing them closer to the high-speed action of the ABB FIA Formula E World Championship.
The Fly Saudia Gaming Zone will feature heavily across select races in the Season 12 calendar, spanning the Shanghai, Tokyo, and London E-Prix, before making a high-profile return to Saudia’s home country for the 2026-27 season opener in Jeddah, the first race of the GEN4 era.
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A Fully-Integrated Fan Experience
Fans entering the Gaming Zone will be immersed in a comprehensive Saudia branded environment, from full exterior and interior branding on the structure to the simulators themselves. Adding to the experience, fans will be greeted at a themed "Saudia Boarding Gate" and, at the 2025-26 season finale at the London E-Prix, Saudia cabin crew will be on-site to welcome fans and elevate the fan experience - seamlessly blending aviation elegance with high-end motorsport gaming. Inside the virtual world, Saudia will feature as the trackside Title Partner, including pre-game logo integrations and digital trackside branding.
And the most exciting part? Across each race day, the fastest driver from the Gaming Zone leaderboard will win two VIP tickets to the Jeddah E-Prix 2026-27 season opener, including flights and accommodation provided by Saudia.
Global Content and On-the-Ground Coverage
To complement the on-site activity, Formula E and Saudia will roll out a multi-channel digital content series across Season 12 on their social channels, so look out for on-the-ground content from Shanghai, Tokyo, and the London finale.
Moataz Alandijani, General Manager of Sponsorships & Partnerships at Saudia, said: "We're happy to introduce the first Fly Saudia Gaming Zone as part of our continued commitment to creating unforgettable experiences for fans. Through “Take Your Seat”, we are bringing fans to the heart of the action. Fans are not just watching the Formula E race, they're actually living it and competing to win the ultimate prize. In our exclusive 'Take Your Seat' competition, we're giving fans a once-in-a-lifetime opportunity to be there at the 2026-27 season opener in Jeddah. This is something really special."
Will Brown, Chief Commercial Officer at Formula E, said: "Saudia first and foremost is an incredibly important Partner to Formula E, but also to the fans. It's all about moving this incredible brand and race experience around the world. And we wouldn't be able to do that without an airline partner."
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