Aston Martin Aramco Formula One Team have elevated their partnership with Saudi Arabian mining company Ma’aden, which thus becomes their first-ever Principal Partner.
Ma’aden celebrated the partnership with the “Unearth Your Greatness” campaign, aiming to “celebrate the greatness that comes from the dedication to craft – both within the world of Formula One and within the mining industry”. The two will continue to work on fan engagement activities as well as social and digital campaigns focused on increasing Ma’aden’s global reach.
Ma’aden first partnered with the British outfit last year, ahead of the 2024 F1 Brazilian Grand Prix.
Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco F1 Team, commented:
“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 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, Ma’aden, said:
“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 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 future.“
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