Saudia, the national flag carrier of Saudi Arabia, has extended its partnership with the ABB FIA Formula E World Championship and will brand the series’ fan-facing Gaming Zone across select races in Season 12 and the opening round of Season 13.
The deal marks a meaningful step up from a straightforward sponsorship arrangement. Rather than logo placement alone, Saudia is taking over a physical fan activation that already draws significant foot traffic at every E-Prix.
What the Gaming Zone Offers
The Gaming Zone is a purpose-built structure housing up to 20 racing simulators, available to fans at each event. Under the new arrangement, it becomes the Fly Saudia Gaming Zone, with Saudia branding applied throughout, from the exterior of the structure to the simulators themselves.
Fans enter through a themed “Saudia Boarding Gate”, and at the Season 12 finale in London, Saudia cabin crew will be present to greet visitors. Inside the virtual environment, Saudia also features as a trackside title partner, with pre-game logo integrations and digital branding visible during gameplay.
Race Locations and the Season 13 Opener
The activation will appear at the Shanghai, Tokyo, and London E-Prix during the current Season 12 calendar. It will then return for the 2026–27 season opener in Jeddah (the first race of the GEN4 era) which holds particular significance given Saudia’s home-country connection.
That Jeddah round also serves as the prize destination for the zone’s on-site competition. The fastest simulator driver from the leaderboard at each race day wins two VIP tickets to the Jeddah opener, with flights and accommodation provided by Saudia. It is a straightforward incentive, but one that ties the airline’s core product directly to the fan experience.
Digital Content and Commercial Context
Formula E and Saudia will also produce a multi-channel digital content series across Season 12, covering the Shanghai, Tokyo, and London rounds on both organisations’ social platforms.
Formula E’s Chief Commercial Officer noted that an airline partner is central to the championship’s ability to move its race operation around the world. That practical dimension sits alongside the fan-facing activation, suggesting the relationship serves operational as well as marketing purposes for both parties.
The timing is notable. Season 12 closes in London on 15 and 16 August, with the drivers’ title still unresolved. The GEN4 era then begins in Jeddah, making the 2026–27 opener one of the more high-profile single rounds on the near-term calendar. Saudia’s presence at both bookends of this transition gives the airline visibility at two of the championship’s more closely watched moments.
For Formula E, securing a partner willing to invest in physical fan infrastructure (rather than passive branding) reflects a broader push to make the paddock environment more engaging as the series heads into its next technical generation.
