AKQA appointed agency partner for the Formula 1 Etihad Airways Abu Dhabi Grand Prix

The multi-year agreement marks a significant partnership between AKQA and Ethara, the Middle East’s leading events and entertainment company and organiser of the Formula 1 Etihad Airways Abu Dhabi Grand Prix.

Taking place in the heart of the UAE capital, the Formula 1 Etihad Airways Abu Dhabi Grand Prix is a global cultural moment that brings together world-class motorsport, entertainment, luxury experiences, hospitality and international audiences. With millions of viewers and thousands of attendees each year, the event serves as a powerful showcase of Abu Dhabi’s position as a growing destination for sports, culture, and creativity on the world stage.

As the strategic creative partner, AKQA will lead content strategy, real-time digital storytelling, and social and creative development to shape how fans worldwide experience and engage with the Formula 1 Etihad Airways Abu Dhabi Grand Prix across key digital platforms.

Felix Bedolla, Creative Strategy Director at Ethara, said: “Bringing AKQA on board is a big step forward for us. This partnership is about more than just great creative, it’s about aligning on where we want the Formula 1 Etihad Airways Abu Dhabi Grand Prix to go in the future. We’re building something that connects with fans in a deeper way, and AKQA brings the right thinking and experience to help us get there. It’s an exciting time for the brand, and this collaboration sets us up for what’s next.”

Jon Holloway, Managing Director of AKQA MENA, said: “We’re incredibly proud to partner with an event of such scale, ambition, and cultural impact. The Formula 1 Etihad Airways Abu Dhabi Grand Prix is not only a defining moment in the Formula 1 season but also a symbol of the UAE’s global standing in sport and entertainment. We’re excited to help craft the next chapter of its story through dynamic, world-class creativity.”