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.