As the Official Airline Partner of the ABB FIA Formula E World Championship, Saudia – the national flag carrier of Saudi Arabia – engaged motorsport fans with its new “Discover E-Zone” activation during the 2026 Jeddah E-Prix.
Held at the Jeddah Corniche Circuit on February 13-14, 2026, the event was organized by the Saudi Automobile and Motorcycle Federation (SAMF), where Saudia served as the Official Airline Partner, merging digital innovation with fan engagement.
Throughout the tournament, the Discover E-Zone engaged fans through advanced digital activations, unique competitions, and challenges themed around motorsports, the Saudi Press Agency (SPA) reported.
Situated in the Formula E Fan Village, Saudia‘s brand activation offered premier opportunities and exciting contests. Fans could measure their reaction times at the starting line, engage with interactive gaming, and use an upgraded AI-driven photo booth to capture highlights of the championship.
This creative space serves as a central element of Saudia’s “Take Your Seat” initiative, which aims to bridge the gap between the airline and fans by providing remarkable experiences that solidify its brand identity during the races.
Additionally, Saudia welcomed guests into high-end hospitality areas, delivering a sophisticated blend of premium international service and authentic Saudi hospitality.
By serving as the venue for the Formula E World Championship, Jeddah further establishes its reputation as an international center for premier sporting events and major competitions.
The event attracted elite racing talent and a global audience, showcasing Saudi Arabia’s commitment to hosting sustainable, world-class athletic events in line with its strategic future goals.
