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
Dust and sand storms compared
Sand storm
- Particle size: Larger, heavier sand grains
- Visibility: Often dramatic with thick "walls" of sand
- Duration: Short-lived, typically localised
- Travel distance: Limited
- Source: Open desert areas with strong winds
Dust storm
- Particle size: Much finer, lightweight particles
- Visibility: Hazy skies but less intense
- Duration: Can linger for days
- Travel distance: Long-range, up to thousands of kilometres
- Source: Can be carried from distant regions
Qosty Byogaani
Starring: Hani Razmzi, Maya Nasir and Hassan Hosny
Four stars
Specs
Engine: Dual-motor all-wheel-drive electric
Range: Up to 610km
Power: 905hp
Torque: 985Nm
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Available: Now
Fixtures
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Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
Kathryn Hawkes of House of Hawkes on being a good guest (because we’ve all had bad ones)
- Arrive with a thank you gift, or make sure you have one for your host by the time you leave.
- Offer to buy groceries, cook them a meal or take your hosts out for dinner.
- Help out around the house.
- Entertain yourself so that your hosts don’t feel that they constantly need to.
- Leave no trace of your stay – if you’ve borrowed a book, return it to where you found it.
- Offer to strip the bed before you go.
DRIVERS' CHAMPIONSHIP STANDINGS
1. Sebastian Vettel (Ferrari) 171 points
2. Lewis Hamilton (Mercedes-GP) 151
3. Valtteri Bottas (Mercedes-GP) 136
4. Daniel Ricciardo (Red Bull Racing) 107
5. Kimi Raikkonen (Ferrari) 83
6. Sergio Perez (Force India) 50
7. Max Verstappen (Red Bull Racing) 45
8. Esteban Ocon (Force India) 39
9. Carlos Sainz (Torro Rosso) 29
10. Felipe Massa (Williams) 22
Dubai Bling season three
Cast: Loujain Adada, Zeina Khoury, Farhana Bodi, Ebraheem Al Samadi, Mona Kattan, and couples Safa & Fahad Siddiqui and DJ Bliss & Danya Mohammed
Rating: 1/5
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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."
Destroyer
Director: Karyn Kusama
Cast: Nicole Kidman, Toby Kebbell, Sebastian Stan
Rating: 3/5
UAE release: January 31
Read more from Aya Iskandarani
Dr Amal Khalid Alias revealed a recent case of a woman with daughters, who specifically wanted a boy.
A semen analysis of the father showed abnormal sperm so the couple required IVF.
Out of 21 eggs collected, six were unused leaving 15 suitable for IVF.
A specific procedure was used, called intracytoplasmic sperm injection where a single sperm cell is inserted into the egg.
On day three of the process, 14 embryos were biopsied for gender selection.
The next day, a pre-implantation genetic report revealed four normal male embryos, three female and seven abnormal samples.
Day five of the treatment saw two male embryos transferred to the patient.
The woman recorded a positive pregnancy test two weeks later.
