Formula E organizing committee, Saudi Arabia

Development of a new strategy to maximise the impact of Formula E in KSA over the next 10 years

KSA hosted the opening race of Formula E’s 4th season on 15th December 2018 in historic Ad Diriyah, a UNESCO World Heritage site near Riyadh. The event featured a number of ground-breaking entertainment and cultural events including unprecedented mixed-gender music concerts across 3 days. The event was one of the biggest sporting events KSA has ever hosted.

We supported the event organising committee, and the Kingdom’s sports leadership, in conducting an impact assessment of the 2018 event, and developing a strategy to maximise the impact of Formula E in supporting national economic and social objectives.

We developed 60 short-term recommendations, both tactical and strategic, and detailed a implementation plan to ensure the success of the 2019 event.

We developed 7 long-term strategic initiatives to fully leverage the event to maximize impact against objectives for all future Formula E events to be held in KSA, from 2020 - 2027.

Portas has been exceptional in allocating the suitable team members based on their knowledge and backgrounds with relation to project at hand. In doing so, they were able to pick up on the complex and sensitive dynamics of the situation and put together a powerful strategy that will enable this project to prosper moving forward from both an economic and social standpoint. They are also an absolutely delightful team to work with!
HH Princess Haifa Mohammed Al Saud Secretary General - Formula E ADR committee)

Our approach:

We evaluated the 2018 event across 4 categories: Organizational, Project Management, Commercial and Operational and conducted an impact assessment against global perception, economic and social objectives.

To develop a detailed, fact-based review of the event, we interviewed over 50 internal and external stakeholders and carried out in-depth analysis of post-event reporting and event data from delivery partners.

To develop long-term strategic initiatives for the event, we identified and captured learnings from the 2018 event, alongside extensive international benchmarking of other Formula E events, other motorsports and sports events, venues, and organisations.

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