‘Faster, shinier, and more mineral-rich.’
Aston Martin’s F1 team have announced a multi-year partnership with Ma’aden, Saudi Arabia’s largest mining company, marking Ma’aden’s first venture into sports sponsorship.
The partnership was officially launched with Ma’aden’s branding debut on Aston Martin’s race cars during the 2024 São Paulo Grand Prix, reinforcing Aston Martin’s growing ties with the Middle East.
The partnership aims to boost Ma’aden’s brand visibility on a global scale and help attract top talent.
Additionally, it aligns with Aston Martin’s sustainability goals, as Ma’aden is promoting a technology-driven approach to sustainable mining, in step with Formula 1’s ambition to achieve net-zero emissions by 2030.
This partnership is part of a more significant trend of Saudi investments in global sports as the country seeks to diversify its economy beyond oil and reshape its international image.
However, it also brings up concerns around ‘sportswashing,’ with some critics viewing such deals as efforts to offset Saudi Arabia’s human rights record.
Through this partnership, Aston Martin secures substantial financial backing.
At the same time, Ma’aden strengthens its global presence and positions itself as a leader in sustainable mining, furthering Saudi Arabia’s strategic influence in Formula 1 and beyond.
‘Fuelled by octane and ore — Aston Martin just added some serious ‘rock’ to its roll.’
