The Covid-19 pandemic last year meant that Formula One and its about 1.9 billion TV viewers needed to find new ways and venues to keep one of the world’s most-watched sports alive – and it was then that the Middle East came to the fore.
The revised 2020 championship salvaged 17 of F1’s initial 21 races, with every race held either in Europe or the Mena region. With that came a wave of new fans, spurred on by the impending arrival of the first Saudi Arabia Grand Prix this December.
Speaking the language
With six potential races in the Mena region, comprising the three Grands Prix in Bahrain, Abu Dhabi and Jeddah, two in the wider catchment area of Azerbaijan and Turkey, and speculation of races in Egypt or Morocco, the region surpasses Asia and the Americas as the second biggest behind Europe’s eight races held last year.
“We need as many touchpoints as possible to entice fans and one way we plan to enhance this is with the introduction of Arabic text across our media platforms,” says F1’s global director of media rights Ian Holmes.
“Even though the region varies enormously, [as] part of our engagement, we need to push more Arabic content … whether that be through TV graphics or across online and social portals.”
Catching them young
Holmes says the Mena region has one of F1's youngest demographics and is a prime market to nurture the next generation of fans – those who embrace online and social media platforms to support the traditional outlet of TV.
The F1 management states that F1 was the world’s second fastest-growing sport across Facebook, Twitter, Instagram and YouTube last year, rising 36 per cent with the inclusion of TikTok, Snapchat and Twitch, while video views jumped 47 per cent to 4.9 billion.
“While the international TV feed will always remain our core product and the move in 2019 to MBC Action has been perfect to place the sport in front of non-core fans, the region also has a very young demographic who engage through mobile devices,” says Holmes.
Enhancing output
Outperforming other major sports in the digital arena, including La Liga, the PGA tour and the Premier League, US sports, such as the NBA, are being monitored by F1 with regards to their online and social media strategies.
“The NFL and the NBA are terrific examples of always pushing the envelope for what they license to their media partners and what they push themselves,” says Holmes.
“While the NBA has over 1,000 games a year, our advantage is the depth of coverage we offer with data analysis and timing information. This is relevant for the avid fan, but also entertains the casual viewer.”
Given the technical nature of motor racing, Holmes says the use of graphics to explain technical details has been key to winning new fans, which will expand with his plans to localise content for the TV package.
“We spend a lot of time thinking about graphics because you don't want to oversimplify something for the avid enthusiast, yet we're also focused on engaging with new fans who appreciate the extra information.
“We're working on Arabic graphics for the feed that goes out to MBC Action and is something we'd like to introduce this year or early next year."
Building bases
As recently as four years ago, F1 didn’t have a digital media department, yet its YouTube channel now has 5.76 million subscribers, while the highlights from the recent Austrian Grand Prix gained 4.2 million YouTube views in two days.
“With online and social media, the Mena region has enormous potential because it's an incredibly important market, being so young. Our Middle East TV coverage goes to 200 million households, which shows the audience base we can build from.”
It’s important we build on this momentum from the younger Middle Eastern fans and drivers because ...[Saudi Arabia] is attracting more interest every month
Ian Holmes
The aim isn’t to cannibalise TV viewership, which the F1 management says increased by its highest margin since 2012 of 9 per cent in 2019, but to discover how platforms can deliver incremental audiences with experiences that connect fans as they switch between platforms.
Of that 9 per cent rise, Mena was the second-largest growth market for F1, the organistaion recorded a 228 per cent rise following its switch to MBC Action and was significantly above the 56 per cent increase in the Netherlands that was spurred on by home-town star Max Verstappen.
Driving ambition
F1’s popularity in the Middle East is also starting to pay dividends on the track with young drivers emerging on the European open-wheel racing scene.
Abu Dhabi’s Al Qubaisi sisters Amna and Hamda are competing in European F3 and F4 championships respectively, while Saudi Arabia’s Reema Al Juffali is racing in the British F3 championship, all of which are critical stepping stones to F1.
With races during the day, at night and in the twilight, you instantly know the difference between Bahrain, Abu Dhabi, Baku and Jeddah
Ian Holmes
“It’s important that we build on this momentum from the younger Middle Eastern fans and drivers because we've never raced in Saudi Arabia before, but we can see that the region is attracting more interest every month,” says Holmes.
He likens the Mena region to Europe, “in that it's important not to think of it as one place. Each race has a different atmosphere, so it’s like a microcosm of the world championship where we have some events on the streets like Jeddah, some on big, old venues like Baku and some on super-new circuits like Abu Dhabi.
“With races during the day, at night and in the twilight, you also instantly know the difference between Bahrain, Abu Dhabi, Baku and Jeddah as they all have unique characteristics.”
The inaugural Saudi Arabia Grand Prix will be held from December 3 to 5, with the Abu Dhabi Grand Prix closing the season on December 12
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
More from Aya Iskandarani
UAE currency: the story behind the money in your pockets
In numbers
1,000 tonnes of waste collected daily:
- 800 tonnes converted into alternative fuel
- 150 tonnes to landfill
- 50 tonnes sold as scrap metal
800 tonnes of RDF replaces 500 tonnes of coal
Two conveyor lines treat more than 350,000 tonnes of waste per year
25 staff on site
The specs
Engine: 2.0-litre 4-cyl turbo
Power: 247hp at 6,500rpm
Torque: 370Nm from 1,500-3,500rpm
Transmission: 10-speed auto
Fuel consumption: 7.8L/100km
Price: from Dh94,900
On sale: now
Sugary teas and iced coffees
The tax authority is yet to release a list of the taxed products, but it appears likely that sugary iced teas and cold coffees will be hit.
For instance, the non-fizzy drink AriZona Iced Tea contains 65 grams of sugar – about 16 teaspoons – per 680ml can. The average can costs about Dh6, which would rise to Dh9.
Cold coffee brands are likely to be hit too. Drinks such as Starbucks Bottled Mocha Frappuccino contain 31g of sugar in 270ml, while Nescafe Mocha in a can contains 15.6g of sugar in a 240ml can.
How to apply for a drone permit
- Individuals must register on UAE Drone app or website using their UAE Pass
- Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
- Upload the training certificate from a centre accredited by the GCAA
- Submit their request
What are the regulations?
- Fly it within visual line of sight
- Never over populated areas
- Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
- Users must avoid flying over restricted areas listed on the UAE Drone app
- Only fly the drone during the day, and never at night
- Should have a live feed of the drone flight
- Drones must weigh 5 kg or less
THE BIO
Ms Davison came to Dubai from Kerala after her marriage in 1996 when she was 21-years-old
Since 2001, Ms Davison has worked at many affordable schools such as Our Own English High School in Sharjah, and The Apple International School and Amled School in Dubai
Favourite Book: The Alchemist
Favourite quote: Failing to prepare is preparing to fail
Favourite place to Travel to: Vienna
Favourite cuisine: Italian food
Favourite Movie : Scent of a Woman
Company name: Play:Date
Launched: March 2017 on UAE Mother’s Day
Founder: Shamim Kassibawi
Based: Dubai with operations in the UAE and US
Sector: Tech
Size: 20 employees
Stage of funding: Seed
Investors: Three founders (two silent co-founders) and one venture capital fund
Company: Instabug
Founded: 2013
Based: Egypt, Cairo
Sector: IT
Employees: 100
Stage: Series A
Investors: Flat6Labs, Accel, Y Combinator and angel investors
Engine: 80 kWh four-wheel-drive
Transmission: eight-speed automatic
Power: 402bhp
Torque: 760Nm
Price: From Dh280,000
Timeline
2012-2015
The company offers payments/bribes to win key contracts in the Middle East
May 2017
The UK SFO officially opens investigation into Petrofac’s use of agents, corruption, and potential bribery to secure contracts
September 2021
Petrofac pleads guilty to seven counts of failing to prevent bribery under the UK Bribery Act
October 2021
Court fines Petrofac £77 million for bribery. Former executive receives a two-year suspended sentence
December 2024
Petrofac enters into comprehensive restructuring to strengthen the financial position of the group
May 2025
The High Court of England and Wales approves the company’s restructuring plan
July 2025
The Court of Appeal issues a judgment challenging parts of the restructuring plan
August 2025
Petrofac issues a business update to execute the restructuring and confirms it will appeal the Court of Appeal decision
October 2025
Petrofac loses a major TenneT offshore wind contract worth €13 billion. Holding company files for administration in the UK. Petrofac delisted from the London Stock Exchange
November 2025
180 Petrofac employees laid off in the UAE
Labour dispute
The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.
- Abdullah Ishnaneh, Partner, BSA Law
SHOW COURTS ORDER OF PLAY
Wimbledon order of play on Saturday, July 8
All times UAE ( 4 GMT)
Centre Court (4pm)
Agnieszka Radwanska (9) v Timea Bacsinszky (19)
Ernests Gulbis v Novak Djokovic (2)
Mischa Zverev (27) v Roger Federer (3)
Court 1 (4pm)
Milos Raonic (6) v Albert Ramos-Vinolas (25)
Anett Kontaveit v Caroline Wozniacki (5)
Dominic Thiem (8) v Jared Donaldson
Court 2 (2.30pm)
Sorana Cirstea v Garbine Muguruza (14)
To finish: Sam Querrey (24) leads Jo-Wilfried Tsonga (12) 6-2, 3-6, 7-6, 1-6, 6-5
Angelique Kerber (1) v Shelby Rogers
Sebastian Ofner v Alexander Zverev (10)
Court 3 (2.30pm)
Grigor Dimitrov (13) v Dudi Sela
Alison Riske v Coco Vandeweghe (24)
David Ferrer v Tomas Berdych (11)
Court 12 (2.30pm)
Polona Hercog v Svetlana Kuznetsova (7)
Gael Monfils (15) v Adrian Mannarino
Court 18 (2.30pm)
Magdalena Rybarikova v Lesia Tsurenko
Petra Martic v Zarina Diyas
The specs
Engine: 2.0-litre 4-cylinder turbo
Power: 258hp from 5,000-6,500rpm
Torque: 400Nm from 1,550-4,000rpm
Transmission: Eight-speed auto
Fuel consumption: 6.1L/100km
Price: from Dh362,500
On sale: now
'The Ice Road'
Director: Jonathan Hensleigh
Stars: Liam Neeson, Amber Midthunder, Laurence Fishburne
2/5
The specs
Engine: 0.8-litre four cylinder
Power: 70bhp
Torque: 66Nm
Transmission: four-speed manual
Price: $1,075 new in 1967, now valued at $40,000
On sale: Models from 1966 to 1970
Three trading apps to try
Sharad Nair recommends three investment apps for UAE residents:
- For beginners or people who want to start investing with limited capital, Mr Nair suggests eToro. “The low fees and low minimum balance requirements make the platform more accessible,” he says. “The user interface is straightforward to understand and operate, while its social element may help ease beginners into the idea of investing money by looking to a virtual community.”
- If you’re an experienced investor, and have $10,000 or more to invest, consider Saxo Bank. “Saxo Bank offers a more comprehensive trading platform with advanced features and insight for more experienced users. It offers a more personalised approach to opening and operating an account on their platform,” he says.
- Finally, StashAway could work for those who want a hands-off approach to their investing. “It removes one of the biggest challenges for novice traders: picking the securities in their portfolio,” Mr Nair says. “A goal-based approach or view towards investing can help motivate residents who may usually shy away from investment platforms.”
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%3Cp%3EAriana%E2%80%99s%20Persian%20Kitchen%3Cbr%3EDinner%20by%20Heston%20Blumenthal%3Cbr%3EEstiatorio%20Milos%3Cbr%3EHouse%20of%20Desserts%3Cbr%3EJaleo%20by%20Jose%20Andres%3Cbr%3ELa%20Mar%3Cbr%3ELing%20Ling%3Cbr%3ELittle%20Venice%20Cake%20Company%3Cbr%3EMalibu%2090265%3Cbr%3ENobu%20by%20the%20Beach%3Cbr%3EResonance%20by%20Heston%20Blumenthal%3Cbr%3EThe%20Royal%20Tearoom%C2%A0%3C%2Fp%3E%0A
The specs
Engine: 4.0-litre flat-six
Torque: 450Nm at 6,100rpm
Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
On sale: Available to order now
Key findings of Jenkins report
- Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
- Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
- Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
- Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
