Maaden Steps Up Aston Martin Aramco F1 Team Partnership

Saudi Arabian mining firm Maaden has expanded its partnership with Aston Martin Aramco Formula One Team.

The landmark deal establishes Maaden as a pivotal principal partner for the F1 team’s on-track excellence and global expansion.     

Likewise the mining company is poised to bank on its FI partnership to ramp up its global brand presence, attract top-tier talent, and accelerate its ambitious growth strategy. 

Through its principal partnership, Maaden’s branding will be prominently featured on the Aston Martin Aramco Formula One car, highlighting the partnership to a worldwide audience of millions.

Beside branding, the two entities have collaborated on “Unearth Your Greatness”, a branded content campaign, to emphasise the shared values of dedication, craftsmanship, talent and mastery that fuel both industries. 

Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula One Team, stated, “Both Aston Martin Aramco and Maaden share a desire to prosper together and be world-renowned champions of the future. This is reflected in our elevated partnership as the team’s first Principal Partner, marking a huge milestone for our team and a testament to the hard work and dedication that is driving our growth”.

“This new chapter will strengthen our relationship and sets the stage for a longer-term collaboration that will help Aston Martin Aramco achieve its trackside ambitions while supporting Maaden’s own ambitious goals.”

Bob Wilt, CEO of Maaden, echoed, “The ambition and dedication to success that Aston Martin Aramco fosters is something that resonates deeply with Maaden. As we both set to deliver strong growth in the coming years, our role as inaugural Principal Partner is a testament to the value that we see in this long-term relationship.”

“It not only supports our growing global brand but also our ability to reach new, younger audiences and showcase the technology-led change that is happening throughout the mining industry, as we set to inspire our leaders of the future.”

According to ASN data, Formula 1 (8%, US$1b+) has the lion’s share of motorsports sponsorships across the Asian market since Q222, with an average quarterly investment of almost US$88.9m during this period. However, Q125 is forecasted to hit US$70.2m, a 21% drop from the usual average quarterly investment.