6 minute read
Saudi Arabia Grand Prix
PROJECT DIRECTED BY Malvern Kandemwa
WRITTEN BY Romana Moares
On the Right Track
The Saudi Arabian Grand Prix is a Formula 1 motor racing event that took place for the first time in 2021. A large part of the credit for its success goes to the Saudi Motorsport Company that implemented the project in record time, with passion, enthusiasm and determination. Business Enquirer spoke to Ammar Shaker, the company’s Chief Information Officer, about the challenges and highlights.
In 2021, Saudi Arabian hosted its first Grand Prix at the new Jeddah Corniche Circuit – set to become the longest and fastest street circuit in the world. It was the fifth full-night race title on the Formula One calendar, following the Singapore, Bahrain, Abu Dhabi, and Qatar Grand Prix.
Needless to say, a lot of hard work and intense efforts preceded the event. The time scale itself represented a considerable challenge – the track and the facilities had to be prepared in less than nine months. This formidable task was given to the Saudi Automobile & Motorsport Company, a new state company founded by the Saudi Arabia Automobile & Motorcycle Federation (SAMF). Ammar Shaker, Chief Information Officer, de-
Saudi Arabian GP
scribed the challenge: “When I first joined the company, I took a look around at the site and asked myself: how are we going to finish this at such short notice? It was a tremendous challenge, a 6.2 km track, dozens and dozens of buildings, logistics, fan zones, the famous F1 Paddock Club, several bridges, transportation plans and huge parking lots.”
However, all has ultimately been achieved to the utmost satisfaction of all stakeholders, surpassing the expectations not only of outsiders but of the implementation team members themselves. What was the driving force that ensured the project was completed so successfully?
Redbull Racing and Aston Martin exhibits
Saudi Arabian GP
Facing the challenge
Ammar affirms that it was the challenging spirit within the Saudi younger generation who managed to build this track and deliver the events in just under 8 months, in combination with the experience of Formula 1 masterminds who have worked on other tracks.
“Passion is key, and the team achieved success because they saw this as a national project that needed their dedication and commitment, The teams worked passionately around the clock, 24/7 of their own free will, without our having to enforce these hours. That is actually the real unique point of the Saudi Arabian Grand Prix.”
Creating the right teams with the right mix of skills is never easy, but Ammar explains that qualifications were not the key criteria for him when hiring staff. “I did not always choose employees who had the highest scores in their hiring exam. Yes, skills are important but what is more important is seeing ambitious young Saudi people willing to work day and night for a common cause.”
Needless to say, technology also played a major part – a backbone of both the event and the customer experience – and the company made sure that they got the best that was available. For example, the 6.2 km long track, with marshal & race control units spreading all over it, needed extremely reliable communications. As the event’s main sponsor was a leading telecommunication and IT company, the team managed to install the network, communication systems, accreditation systems and security cameras so that all worked perfectly. A huge investment was also made in cloud computing.
The combination of first-class technology and dedicated staff contributed to an excellent outcome surpassing all expectations, says Ammar. “I do read every single comment in our Google Map Track page. Given the interest, I can see a very bright future for tourism and sport in Saudi Arabia.”
Aramco Formula 1 display at King Abdula Aziz Airport
Sports Feature
Vision 2030
And the real challenge has only just begun, he adds, with the actual establishment of the Saudi Motorsport Company (SMC), an entity that was set up to promote automobile sport events in Saudi Arabia. SMC will deliver not only F1 races, but also the Dakar Rally, together with Formula E, F2, Porsche Sprint, Extreme E, E-Karting races, and other regional rallies.
He points out that the company is going to be busy in years to come. “The F1 contract alone runs for 10 years and it is very likely to extend beyond this. We will be building our main F1 track in Qiddiya, one of the nation’s mega projects just outside the Capital, Riyadh. That, when finished in 2023, should be one of the world’s top tourist attraction sites.”
attraction sites “
The Saudi Arabian Grand Prix was part of a larger context, and only one of the events that are destined to support the country’s new direction. Its success comes in the light of the unlimited support that the sports sector enjoys from the Crown Prince in line with the plans and goals of the Kingdom’s Vision 2030 – a huge transformation programme and a unique economic and social reform blueprint that is opening Saudi Arabia up to the world.
The aim is to enhance the value and position of the Kingdom regionally and globally, and its ability to host such major global events to create a vibrant society with the highest quality of life standards. Another objective is to create new sources of income, to lessen the economy’s dependence on oil.
Sports Feature
Expanding the operation
One of the key elements of the country’s strategy is investing in tourism, explains Ammar. “Formula1 and other motorsport events can play a major role in attracting tourists and I can say that hosting Formula 1 in Jeddah was one of the best possible investments.”
Speaking of the future, he admits that the Saudi Motorsport Company is planning to expand its operation. The company was established by SAMF to bring all Saudi activity in the sector under a single entity and is the first public body designed to commercialise motorsport at a national level.
These plans remain unhindered by the pandemic. “Covid-19 is very much contained in Saudi Arabia. The situation has been perfectly managed by our Ministry of Health and our operation goes on as usual,” claims Ammar.
“We are launching the Dakar Rally late this January. Everything is going smoothly and as planned. We will also be preparing for the 2022 Formula1 season, and the Saudi Arabian Grand Prix will take place early this year, on 25 March. Time is moving on and we have a lot to enhance and a number of new technology projects.”
He affirms that in the coming years the company plans to further increase the focus on these sports events as they represent a good source of revenue for the country, and is in close discussion with the Ministry of Sports to increase the quantity of deliverables.
www.saudiarabiangp.com
Saudi Arabian GP
