In an unusual three-way partnership of Saudia, Newcastle United FC and Formula E, the airline has unveiled a pioneering promotional film.
Khaled Tash, Group Chief Marketing Officer of Saudia, said: “Sport has such a unique power to bring people together and through exciting projects like this we’re committed to bringing fans of both Newcastle United and Formula E closer to the sports they love.
“This film exemplifies Saudia’s commitment to innovation and collaboration.”
Jeff Dodds, CEO of Formula E, said the collaboration showcases the possibilities for when organisations come together with a shared vision, “as the wheels of Formula E race alongside the iconic wings of Saudia and the passionate spirit of Newcastle United.”
Peter Silverstone, Chief Commercial Officer of Newcastle United, hailed the collaboration as a testament to the power of teamwork.
“Newcastle United provides the perfect platform for Saudia to engage with sports fans around the world. This Formula E collaboration shows how we can elevate the airline’s presence across different sectors.
#Saudia, @FIAFormulaE & @NUFC unite in an electrifying fashion as The Secret Driver races to St. James’ Park!⚡️🔥
But who is the driver beneath the helmet?… Watch to find out! ✈️⚽️🏎️@Diriyah_EPrix #TheSecretDriver #TakeYourSeat pic.twitter.com/P36sbbmpyE
— Saudia (@SaudiAirlinesEn) May 9, 2024
“Newcastle United has a global following in all of the markets that Formula E is taking its race meetings to, whether it’s the Middle East, North America, or Asia.
Top Gear
Directed by Phil Churchward, former series director of Top Gear and the Grand Tour, the collaboration features professional driver Nikki Faulkner, who has featured in Hollywood movies such as Mission Impossible and Gran Turismo.
The film follows a mysterious racing driver, dressed head to toe in Saudia branded Formula E race attire, on a unique journey starting on board a Saudia aircraft and finishing at St James Park.
The adventure, featuring 100 passionate Newcastle United fans and a star cast of three Premier League footballers, takes viewers through eight distinct locations as the film’s protagonist expertly navigates the GEN3 car around serene lakes, through a shopping arcade in Newcastle city centre and around scenic urban roads to arrive at St James Park just in time for kick off.
More than 30 hours of footage was captured by ground units, tracking vehicles, on-board cameras, and drones
As the national flag carrier of the Kingdom of Saudi Arabia, Saudia aims to enhance its global presence by showcasing the country’s offerings on an international stage.
Teaming up with renowned partners Newcastle United Football Club and Formula E, Saudia’s debut in cross partnership storytelling signifies its commitment to uniting its partners.
Cadillac and Samsung TV
In another partnership, Cadillac and Samsung TV Plus have announced the TV premiere of “No Perfect Formula,” a new documentary showcasing Cadillac Racing’s historic return to the world’s most iconic endurance race.
It will debut on the Hagerty Facebook page for Middle Eastern audiences on 1 June.
The 90-minute documentary follows the Cadillac Racing team’s efforts to design, develop, engineer, test and race a winning race car.
