Race-weekend brand experiences at the Abu Dhabi Grand Prix
After-parties, giveaways and brand presence for global brands during the Formula 1 Etihad Airways Abu Dhabi Grand Prix weekends of 2024 and 2025 on Yas Island.
The brief
The Abu Dhabi Grand Prix closes the Formula 1 season, and the week around it is the busiest brand calendar in the Gulf. The 2024 edition drew 192,000 fans over four days, with 70 per cent arriving from abroad and AED 1.25 billion in visitor spend, as Lando Norris won from pole and McLaren took its first constructors’ title since 1998. In 2025 the circuit welcomed 203,000 fans, 339,000 people across race week, and the Yasalam concerts hosted Post Malone, Metallica and Katy Perry.
Global brands come to Yas Island to be part of that week: an after-party, a lounge, a giveaway that people keep. Our brief from them was to produce brand moments that felt native to the weekend, on time, in a city where every supplier is booked.
What we did
We produced after-parties and brand presences around the race weekends: venue and partner negotiation on Yas Island, guest-list and hospitality management, DJ and entertainment booking, stage and lighting production, and the branded giveaways guests took home. For each brand we planned the content capture in advance, so the party produced the brand’s social content the same night.
The work ran across the 2024 and 2025 editions. The 2026 Abu Dhabi Grand Prix is scheduled for 3 to 6 December.
The result
Our clients hosted their guests on the biggest weekend of the Gulf year without a gap in the production. The brands and the guest lists are confidential, so we do not name them here. Ask us for a private walkthrough.
Fireworks over Yas Marina Circuit on race night, December 2024. 
Hospitality terraces at Yas Marina Circuit, December 2024. 
The Etihad Airways flyover above Yas Island on race day, 2023. Photo: Delta.jpg, CC BY-SA 4.0, via Wikimedia Commons. 
A Yasalam fringe concert on Yas Island. Photo: Gary Tierney, CC BY-SA 4.0, via Wikimedia Commons.
