Formula 1 Announces MSC Cruises As A Global Partner For The 2022 season

Formula 1 is delighted to welcome MSC Cruises, as a Global Partner for the upcoming 2022 season. The multi-year deal, which began at the FORMULA 1 GULF AIR BAHRAIN GRAND PRIX 2022, will see Swiss-based MSC Cruises, one of the world’s largest and fastest growing cruise brands, become the Official Cruise Partner of Formula 1.

MSC Cruises and Formula 1 are collaborating to bring some of MSC’s most technologically advanced and glamorous ships port-side during select Grand Prix weekends, enabling MSC Cruises’ impressive fleet to complement the high-end experience of Formula 1 and drive global visibility for its brand.

Through this unique partnership MSC Cruises will be able to leverage Formula 1’s growing global fanbase to showcase its extensive offering of quality holidays at sea and bring the thrill of Formula 1 to MSC Cruises global audience as its ships sail to more than 100 countries around the world and host guests from over 185 nationalities.

As global leaders in their respective fields, MSC Cruises will also unite with Formula 1 to continue to drive towards sustainable change. Both companies have committed to becoming Net-Zero Carbon and are pioneering state-of-the-art environmental technologies and solutions.

Stefano Domenicali, President & CEO of Formula 1, said:

“We are thrilled to announce MSC Cruises as a new Global Partner of Formula 1, bringing together two truly global brands. It is a perfect partnership with both of us focussed on delivering the best experience for our fans and customers globally and combining entertainment, luxury, and service. We are both committed to sustainable solutions, and MSC’s insight and expertise perfectly complement our global offering and will continue to enhance our brand.”

 Pier francesco Vago, MSC Cruises’ Executive Chairman commented:

 “There is a strong shared ambition between us and F1 as we are both committed to investing in research to accelerate the development and adoption of next generation technologies – both maritime and environmental in our case – to build the future of our industries in a sustainable way. We are both working to continuously improve environmental performance with a clear vision to build a lasting legacy for future generations. We are looking forward to developing our relationship together as this exciting season unfolds.”

AlphaTauri Becomes Official Premium Fashion Apparel Supplier Of Formula 1

AlphaTauri and Formula 1 have announced a multi-year collaboration right in time for the new season.

– AlphaTauri is now the Official Premium Fashion Apparel Supplier of Formula 1 and responsible for dressing the F1 team, including senior staff and F1 presenters. Several fashion promotions also form part of the agreement, adding new lifestyle aspects to the pinnacle of motorsports.

– “We are very pleased to announce that AlphaTauri will be the apparel supplier to Formula 1 with their modern and stylish clothing being worn by our staff during the races. Formula 1 is the perfect environment to develop fashion in its unique landscape of sport and entertainment,” says Stefano Domenicali, President and CEO, Formula 1.

– For AlphaTauri, still a young premium fashion brand in the industry, this cooperation is a systematic continuation of the brand’s journey in building more visibility on a global level and elaborating the brand’s collection.

– “Fashion and Formula 1 have formed a fantastic symbiosis for decades already. Our partnership is perfect and allows fantastic synergies as we share a common mindset. Innovation is our driving element,” explains Ahmet Mercan, CEO AlphaTauri.

– Next to the collaboration with F1, AlphaTauri also has a long-term partnership with the F1 racing team Scuderia AlphaTauri, which it has done since 2020. F1 is a perfect platform for the brand to get inspired and to test new technologies and functionality under extreme conditions. AlphaTauri is always striving for new innovations to fulfill their own ambition of fusing fashion with function and technologies such as the in-house engineered Taurobran® and 3D knit technology.

Sportec Solutions Acquires Vieww And Is Appointed As Bundesliga’s Officiating Provider For 2022/23

Sportec Solutions, the sports technology joint venture between Deltatre and DFL, can today announce that it has assumed the majority shareholding of Vieww GMBH a leading provider of Goal-Line Technology (GLT) and Video Assistant Referee (VAR) solutions. 

It can also be announced that the DFB Schiri GmbH, has appointed Sportec Solutions as the new officiating technology partner for the Bundesliga and Bundesliga 2. 

STS will utilize Vieww technology in a deal that will run for an initial 5 years, beginning next season (2022/23), and encompasses all Bundesliga and Bundesliga 2 games including relegation play-offs and Super Cup fixtures as well as DFB competitions matches. 

Vieww is a FIFA-inspected provider of Goal Line technology and Video Assistant Referee and supplies next generation officiating systems for football and other major sport federations. 

It utilizes advanced smart camera technology, continuously synchronized to a microsecond. In addition to fully automatic goal detection, all cameras provide 200 HD images per second for analysis and verification of critical goal area scenes. 

The majority acquisition will allow global sports federations to benefit from continued investment into, and development of, a cutting-edge and comprehensive video officiating system, as well as future integration between Vieww’s officiating services and camera technology, and Sportec Solutions’ advanced data capture and analysis ecosystem. 

In addition, Sportec Solutions and Vieww will tap into Deltatre’s market-leading fan engagement and technological expertise, and work in partnership to expand its products with a focus on developing innovative, engaging solutions around officiating, and future-proofing leagues’ owned data and video ecosystems. 

Andrea Marini, CEO, Deltatre:

“This agreement is testament to the growth and development of Sportec Solutions and underlines the ambition we have for the company. 

“We know there is an incredible pace of development in this space, which is why we’re delighted to be working with a forward-thinking and talented team at Vieww. We believe we’re bringing together best-in-class data provision and a leading officiating system. We are looking forward to the next Bundesliga season, where we’ll see this capability in action.” 

Hendrik Weber, MD, Sportec Solutions AG:

“We are delighted to integrate Vieww’s expert team and market-leading technology into the Sportec Solutions organization. The opportunities afforded by a fully integrated data and officiating ecosystem, coupled with Deltatre’s fan engagement expertise, represent a significant and exciting evolution in our proposition for leagues and federations.” 

Florian Götte, MD, DFB Schiri GmbH:

“We believe this is the beginning of an exciting partnership. We focus on providing a reliable referee assistance technology, that is based on our needs for refereeing in professional football. Besides that, we want to develop existing technologies and innovative solutions to further improve refereeing on and off the pitch. We are looking forward to our partnership with Sportec Solutions.” 

Founded in 2016 and based in Munich, Germany, Sportec Solutions is a joint venture between global sports and entertainment technology provider, Deltatre, and Deutsche Fußball Liga (DFL). Sportec Solutions offers advanced gathering, storage, analysis and distribution of detailed, live match data to clubs, licensees, partners, and clients. 

In November 2020, Deltatre acquired majority shareholding of Sportec Solutions. As part of that agreement, its offering, which is concentrated in Germany, became available to the international market. 

Queen Elizabeth Olympic Park Joins Forces With CSM For Commercial Push

Ahead of this year’s 10th anniversary of the London 2012 Olympic and Paralympic Games, the Queen Elizabeth Olympic Park has appointed CSM Sport and Entertainment (CSM) to help shape and lead the Park’s commercial proposition.

CSM has been working with Park stakeholders in a strategic capacity for several months to develop a proposition that enables brands to capitalise on the Park’s continued growth and value as a venue of significant and strategic importance to London.

Through its work, CSM has created a holistic commercial offering to take to the market, showcasing the iconic sport and cultural facilities that helped deliver one of the most iconic Olympic and Paralympic Games ever; as well as the huge array of innovation, sustainability and community-led programmes and initiatives that have helped transform the Park into a vibrant all-year round destination.

Throughout 2022, the Queen Elizabeth Olympic Park will play host to a packed programme including concerts, major sporting events such as the Commonwealth Games cycling, and cultural moments headlined by the lighting of the Anniversary Legacy Flame next to London Stadium in July. This year will also see the first building openings of the East Bank creative and educational district – a £1.1bn investment which will bring the BBC, V&A, Sadler’s Wells, UAL’s London College of Fashion and UCL’s newest campus to east London.

Kevin Vandrau, Group Commercial Director, CSM Sport & Entertainment, said:

“We are thrilled to be working with the Queen Elizabeth Olympic Park on what is a truly unique commercial proposition that stands apart from other opportunities in the market. The epicentre of London is moving east, and the Park is the beating heart of this, acting as a home to world class sporting, educational and cultural infrastructure. We’re incredibly proud to be working with the Park to take this proposition to prospective brand partners.”

Nathan Homer, Chief Commercial Officer, Queen Elizabeth Olympic Park, said:

“2022 is the 10th anniversary of the London 2012 Olympic and Paralympic Games and we see this year’s celebrations as the perfect opportunity to not only look back at what has been achieved over the past decade, but also showcase how the Games and its legacy has provided the platform for further growth. The Park’s unique mission means that our partners accelerate our work, with investment going back into regeneration of the area and improving experiences for the future.”

Volkswagen Named Dignity Health Sports Park Founding Partner And Exclusive Automotive Partner Of The LA Galaxy And Home Stadium

Five-time MLS Cup champion, the LA Galaxy, and their home stadium, Dignity Health Sports Park (DHSP), have launched a comprehensive marketing partnership with Volkswagen. The multiyear agreement, brokered by AEG Global Partnerships, strategically aligns the brands and establishes Volkswagen as the exclusive automotive partner of the LA Galaxy and DHSP as well as a Founding Partner of DHSP.

The new relationship will provide the local Volkswagen dealerships with an enhanced connection to passionate sports and entertainment fans across Southern California, while increasing brand awareness. Additionally, the partners will use the dynamic new relationship to highlight a shared commitment to the growth of soccer and environmental sustainability across the region. The deal marks the first automotive brand to simultaneously partner with both the LA Galaxy and DHSP as well as the first-ever professional sports partnership for Volkswagen in Southern California.

“We are excited to bring Volkswagen’s enthusiasm of soccer to the local level with our LA Galaxy partnership. We look forward to engaging with the fans and community throughout the season,” said Dave Lueders, vice president, Western Region – Volkswagen of America, Inc.

As a Founding Partner of DHSP, a premium and category exclusive designation, Volkswagen will receive premium indoor and outdoor signage in and around DHSP, including logo rotation on the scoreboard during all publicly ticketed events, rotational exposure across the stadium’s 405 and 91 freeway marquees where other Founding Partners are recognized, as well as prominent concourse, fascia, and main driveway signage. Volkswagen will also benefit from additional digital exposure on the venue’s Legends Plaza media board, located outside the stadium gates.  

“Dignity Health Sports Park is one of the most sustainable soccer stadiums in the world with a long-standing tradition of saving energy and water, recycling, purchasing environmentally preferable products, and helping raise awareness of environmental issues,” said Katie Pandolfo, general manager of Dignity Health Sports Park. “Volkswagen mirrors our ongoing commitment to environmental sustainability, and this partnership will help us make an even bigger positive impact on our work in this area both at our venue as well as across the greater Southern California area.”

As the exclusive automotive partner of the LA Galaxy, Volkswagen will engage fans as a title night sponsor of one regular season home game per year at DHSP, a key highlight of the agreement. With its title night game, the first of which will take place on Saturday, March 19, 2022, Volkswagen will bring its brand to life with various surprise and delight activations for Galaxy fans including giveaways and more. Volkswagen will also be fully integrated into all applicable marketing materials for its title night game including digital ad campaigns, enhanced TV exposure, radio mentions LED promotions and more.

“We are honored to partner with Volkswagen as they begin their first-ever professional sports partnership in the Southern California market,” said LA Galaxy President Chris Klein. “The Galaxy and Volkswagen are committed to the growth of soccer across Southern California and this partnership will highlight that commitment in our community.”

In addition to its title game, Volkswagen will enjoy in-game branding elements and exposure including a digital scoreboard commercial feature and graphic, LED stadium ribbon board signage as well as TV-visible LED and static field board signage during all LA Galaxy’s locally broadcasted regular season home games at DHSP. Volkswagen, the LA Galaxy and DHSP will also collaborate on a variety of digital marketing campaigns across LA Galaxy’s owned and operated media channels as well as promotional content and commercial spots before, during and after the club’s locally broadcast matches.

The LA Galaxy season is always a highly anticipated event on the Los Angeles sporting calendar and this partnership provides Volkswagen with a significant opportunity to introduce passionate sports and Galaxy fans in particular to its latest vehicles, while simultaneously bringing awareness to the importance of sustainable transportation. By 2050 Volkswagen’s operations and vehicles in the United States expect to be carbon neutral, with its growing lineup of electric vehicles (EVs) helping to make this possible. Globally, the manufacturer plans to sell approximately 22 million electric vehicles (EVs) through 2028 – spreading that excitement of e-mobility all over the world. Additionally, Volkswagen plans to recycle up to 97 percent of all the raw materials used in the battery packs driving its upcoming EVs.

As the official automotive partner of the LA Galaxy and Founding Partner of DHSP, Volkswagen will have an active presence both on and off the field at every LA Galaxy home game throughout the season as well as prominent branding and vehicle displays across the stadium year-round. Inside the north-east entrance of DHSP, Volkswagen will have the all-electric Volkswagen ID.4 SUV permanently on display for guests to view at all stadium events along with additional temporary vehicle displays and activations outside of the entrance gates of DHSP during various regular season MLS home games.

The 2023 Volkswagen ID.4 SUV will be assembled in the U.S.A. at Volkswagen’s assembly plant in Chattanooga, Tennessee. The Chattanooga plant’s production uses 100 percent renewable electricity and is one of the most environmentally friendly automotive sites in the United States. Currently, the Chattanooga plant assembles the Volkswagen Atlas and Atlas Cross Sport, and starting later this year, will  serve as Volkswagen’s North American base for electric vehicle assembly.

“We are proud to welcome Volkswagen to our family of partners,” said Josh Veilleux, senior vice president, AEG Global Partnerships. “Rashid Dadashi on the AEG Global Partnerships team did a tremendous job bringing this opportunity to life, and right from the beginning we knew this partnership was going to be a natural fit. Volkswagen shares our passion and commitment to the environment as well as the local communities we both serve across Southern California. We look forward to highlighting sustainable transportation options through our relationship and bringing innovative new game-day experiences to our fans.”

This agreement builds on Volkswagen of America’s  partnership with the U.S. Soccer Federation and underscores its ongoing commitment to the growth of the sport. As the presenting partner  of U.S. Soccer for the last three years, Volkswagen of America has supported U.S. Soccer in its mission to become the leading sport in the United States through increased visibility, player and coach development, and enhanced fan engagement across the country. With this partnership, Volkswagen expands the company’s overall investment in the sport across Southern California, one of the fastest-growing sports markets in the country.

Puma Joins Forces With Alfa Romeo F1 Team ORLEN

Sports company PUMA will join the Alfa Romeo F1 Team ORLEN as the new official race gear supplier. PUMA will provide the full range of items worn by the team’s drivers, Valtteri Bottas and Zhou Guanyu, as they prepare to compete in the first race of the 2022 Formula One season in Bahrain. PUMA will also provide a dedicated training range for the team.Previous

The latest member of the PUMA family, Alfa Romeo F1 Team ORLEN, has a long-lasting legacy in motorsport, combined with an exciting driver pairing in Formula One for 2022. PUMA will support the team with the latest innovation and technology in race gear offering super-light fabrics with the customized fit for the athletes from overalls to boots.

“There is great potential in the cockpit of the Alfa Romeo F1 Team ORLEN and I can’t wait to see them on their chase for the podium. We are really looking forward supporting Zhou Guanyu as the first Chinese Formula One driver. His participation is an important milestone to push the sport in his home country further,” said James Clark, Head of Sports Marketing Motorsport at PUMA. ”Moreover, it is a pleasure to continue working together with Valtteri Bottas, who has been part of the PUMA Family since 2017 already.”Previous

In addition to racewear tailored to the driver’s needs in the cockpit, PUMA will also make sure the Alfa Romeo F1 Team ORLEN crew operates at the highest level both on the track and while preparing for the race weekend, supporting the team with the latest training gear.

To complete the full package, PUMA will provide Alfa Romeo F1 Team ORLEN with footwear: the team will wear the brand’s sneakers trackside as part of their travel gear, as they move around the world during the 2022 season.

“We welcome PUMA to the Alfa Romeo F1 Team ORLEN family with open arms. Like our team, their brand has a long and proud history in sports and has become synonymous with quality and innovation,” said Frédéric Vasseur, Team Principal Alfa Romeo F1 Team ORLEN. “They are going to help us deliver performance, not just by enabling our drivers and crew to train and compete with the latest gear, tailored to their needs, but also by pushing their research and development efforts to provide ever better equipment.” 

Views From The Industry: This Week In Sport & Business

Benjamin Page compiles some of the biggest pieces of news from around the sports industry over the past seven days.

Anyone Fancy $25 Million?

The LIV Golf Invitational Series has now announced its launch in June 2022, with the first event taking place in England. But we still don’t know which (if any) major tour players from the PGA or European Tour will be there to take part.

Many questions are still to be answered about the competition and now the start has been announced it will be interesting to see how developments change over the three months until the first event.

All I know is that if none of the pros fancy it, I’ll be more than happy to turn up and be part of that $25 million prize pot, which is larger than the PGA Tour’s biggest ever prize pool at last week’s Players Championship!

Singapore 2025?

Singapore has announced Singapore25, its bid to host the World Athletics Championships in 2025. If successful, it would be the first time the global blue-ribbon event would be hosted in Southeast Asia. 

Premier League Reportedly Agrees NFT Deal

According to David Ornstein of The Athletic, the Premier League have agreed an NFT deal with ConsenSys, and is looking to Dapper Labs to create video versions of NFTs in a similar style to that of NBA Top Shot which the organisation created last year.

News earlier this week from Mark Zuckerberg suggests that NFTs are going to be coming more to the forefront and into mainstream social media further in the near future.

But not everyone is convinced yet on the future of NFTs, however…

In other Web3 news, HSBC announced this week that it would be heading to The Sandbox in order to take their services into the metaverse, following hot on the footsteps of J.P. Morgan.

Hopes For Women’s Ice Hockey

Women’s Ice Hockey has struggled to take off across America, with attempts to push the National Women’s Hockey League, now the Premier Hockey Federation, facing difficulties as it has tried to gain traction.

Unlike with the WNBA, which has been blossoming alongside its strong partnership with the NBA, there has not been a similar deal with the NHL in the sport of hockey.

However, that could be set to change with reports that the NHL may be willing to meet in order to help the Premier Hockey League by bringing the two leagues together, which would be fantastic news for the women’s side of the sport.

On (Or Should We Say In?) The Ball

Premiership Rugby has announced they will be using a new ball, called the Smart Rugby Ball, to improve their data insights for both teams and fans watching live on TV.

https://twitter.com/btsportrugby/status/1504037765226315778?s=20&t=SVmh1hbbEBRfbwa6vSBaxA

According to the league, expect to see new insights into the kicking and passing that determines the balance of the game.

  • e.g. fastest/longest passers
  • which teams play a more expansive game through longer, wider passing?
  • passing trends off left/right hands
  • who are the most powerful, most accurate kickers?
  • which players/teams are taking more/less risk in their clearance kicking game and gaining more territory?
  • which players/teams are setting up turnover and disruption opportunities through effective hang-times on box kicks, restarts and up & unders?

This looks like it could be a fantastic innovation to boost rugby’s fan viewing experience, let’s see how the innovation comes off.

And Finally… Seeing Double??

The Memphis Grizzlies and Oklahoma City Thunder were ready to tipoff on Sunday night, until a slight issue presented itself when both team took off their warmup gear, as both teams were revealed to be wearing their white jerseys. After a quick chuckle Memphis had to change into their home blue kit.

Cisco Joins Up With Real Madrid As New Technology Partner

Real Madrid and Cisco have announced a global, multi-year collaboration agreement to make the Santiago Bernabéu one of the most technologically advanced sporting arenas on the planet. The ceremony held to announce the partnership took place at Real Madrid City and amongst those in attendance were Emilio Butragueño, Real Madrid’s director of institutional relations, and Wendy Mars, president of Cisco EMEAR.

As the club’s official technology partner, Cisco will equip the Santiago Bernabéu with the full range of its industry-leading technology, including connectivity and security solutions, a data centre and digital signage. The whole system is designed on a single, smart and converged Cisco network.  

Connectivity

The stadium will boast the best wireless connection, based on Wi-Fi 6 technology, to be found in Europe. Over 1,200 access points throughout the Bernabéu will offer a faster and more reliable bandwith to allow fans to enjoy interacting with their devices and applications.

Improved experiences & processes

This link-up will see Real Madrid benefit not only from the full range of Cisco technology solutions, but also the company’s industry experience. Thanks to a single, converging network designed to offer the very best in security, speed and reliability, Real Madrid will be able to offer its fans, both in the stadium and around the world, innovative experiences, whilst also optimising various operational processes within the stadium, including communications and security.

In addition, over 1,000 screens that feature Cisco’s integral IPTV solution, which combines high-definition video distribution with cutting-edge digital signage, will enable the club to enhance fan participation throughout the stadium and generate new entertainment options.

Partnership

“Thanks to this collaboration agreement with Cisco, a leader in connectivity and content management, the Santiago Bernabéu will be able to share data, voices and videos to anywhere in the world and this will guarantee the widest range of services and an unrivalled spectacle within the world of football”, explained Butragueño.

For her part, Mars also stressed the value of the link-up: “Real Madrid is one of the jewels in the crown in the world of sport. We’re delighted to add a club with such a rich history to the global portfolio of sporting institutions that Cisco works with. We hope to bring the potential of our two global brands together to promote a more connected and inclusive future for the game”.

Meanwhile, Andreu Vilamitjana, director general of Cisco España, commented: “Cisco’s commitment to the digitialisation of the country, which in Spain is overseen through our Digitaliza programme, is now entering the sports industry. Santiago Bernabéu is already reinventing the future of entertainment in sports arenas by offering fans unforgettable experiences and ensuring that content and services are of the highest standards in terms of quality and safety. We’re excited to be teaming up with Real Madrid to take fan interaction to the next level”.

Mclaren Racing Sign Multi-Year Agreement With The Memento Group

The Memento Group (TMG), the UK-based sports licensing, retail and memorabilia business, has confirmed a new multi-year licence agreement with Formula 1®  team McLaren Racing allowing authentic, race-used memorabilia to be sold through www.f1authentics.com – F1®’s official memorabilia platform.

The multi-year licence agreement will extend the relationship between McLaren Racing and The Memento Group until the end of the 2024 F1® season and is the largest commitment the F1® team has made to date to the F1 Authentics ecommerce platform.

Under the terms of the agreement McLaren Racing will release official components and bodywork for the first time alongside heritage items and racewear pieces that have been available on F1 Authentics since 2019.

Barry Gough, CEO of The Memento Group (TMG), owners of F1 Authentics, commented:

“McLaren is a name steeped in F1 history. It is the second most successful Formula One team having won 12 Drivers’ Championships, eight Constructors’ Championships, and 183 races – one of which was claimed as part of a fantastic 1-2 at last season’s Italian Grand Prix.”

“As a team on the rise, and one with an extremely loyal fan base, this is a great time to enhance our partnership. It marks an important step in giving those fans exclusive access to authentic merchandise, the latest memorabilia and for the first time ever, race-used McLaren car parts and bodywork.”

Lindsey Eckhouse, Director of Licensing, eCommerce & esports at McLaren Racing said:

“We are delighted to be extending our relationship with the Memento Group and F1 Authentics. The addition of official components and bodywork, which will be available for fans to purchase for the first time, allows us to give components a new lease of life and supports our mission to provide positive solutions to sustainability, through our people, technology, processes, operations and partners.”

F1 Authentics launched in 2019 and includes an online shop and auction featuring past and present F1 memorabilia including used race wear as well as bespoke show cars and restored ex-race cars. Each item of memorabilia features an authentic hologram that can be digitally registered. Working directly with F1® teams and drivers, F1 Authentics presents official licensed products. The Memento Group holds licence agreements with the following F1® teams: Mercedes-AMG Petronas Formula One Team, McLaren Racing, Alpine F1 Team, Aston Martin Cognizant Formula One™ Team, Alfa Romeo F1 Team ORLEN & Haas F1 Team.

Williams Racing Announces Multi-Year Partnership With Bang & Olufsen

Williams Racing today announces a multi-year agreement with renowned luxury audio company Bang & Olufsen as an official team partner.

In addition to the Bang & Olufsen logo adorning the FW44, Williams and Bang & Olufsen will work together to create impactful, immersive and multi-sensory customer and fan experiences. This will happen globally across Bang & Olufsen branded stores, at Williams Racing facilities trackside at various Grands Prix, and at the Williams headquarters in Grove, Oxfordshire.

Williams Racing CEO and Team Principal Jost Capito said: “I’m delighted to welcome such a globally iconic brand to the Williams Racing stable of partners. For nearly 100 years, Bang & Olufsen has been at the forefront of design and innovation and created some of the most memorable and iconic products in the world. And we have that same desire for perfection. The combination of Bang & Olufsen and Williams Racing is perfectly aligned with our ‘Williams Beyond Racing’ brand strategy and is further proof of Williams’ continued growth over the past 12 months, both on and off-track.”

Kristian Teär, CEO of Bang & Olufsen, is excited about the partnership and believes it will help the company attract the attention of more global consumers. “I’m proud of this new partnership. We share Williams’ passion for excellence, performance, and the desire to create only the best, and together we can provide some extraordinary experiences to fans and customers. It is a key strategic priority for us to increase our brand awareness, and with this partnership we will be able to reach even more global consumers from this weekend, and in the years to come. We cannot wait to show the world what we can do together – and Bahrain will undoubtedly be the beginning of something amazing.”

Since 1925, the Danish luxury brand Bang & Olufsen has created some the world’s most iconic audio and home entertainment products based on the unique combination of powerful sound, timeless design and unrivalled craftsmanship.