May 9, 2024 - Jeddah, Saudi Arabia: Saudia, in an unprecedented move, unveils its pioneering cross partnership promotional film, marking a significant milestone in the airline's marketing endeavours. Teaming up with renowned partners Newcastle United Football Club and Formula E, Saudia's debut in cross partnership storytelling signifies its commitment to uniting its partners just as seamlessly as it brings together its customers all around the world.

Commenting on this ambitious endeavour, Khaled Tash, Group Chief Marketing Officer of Saudia, expressed his excitement, stating, 'This film exemplifies Saudia's commitment to innovation and collaboration. Sport has such a unique power to bring people together and through exciting projects like this we’re committed to bringing fans of both Newcastle United and Formula E closer to the sports they love.”

Jeff Dodds, CEO of Formula E, echoed Khaled’s sentiments, emphasizing the significance of this partnership. 'Formula E stands at the forefront of sustainable innovation and so were thrilled to work with Saudia and Newcastle United in highlighting our unique and exciting sport. As the wheels of Formula E race alongside the iconic wings of Saudia and the passionate spirit of Newcastle United, our collaboration showcases the possibilities for when organisations come together with a shared vision.'

Peter Silverstone, Chief Commercial Officer of Newcastle United, hailed the collaboration as a testament to the power of teamwork. 'Newcastle United provides the perfect platform for Saudia to engage with sports fans around the world. This Formula E collaboration shows how we can elevate the airline’s presence across different sectors.

Newcastle United has a global following in all of the markets that Formula E is taking its race meetings to, whether it’s the Middle East, North America, or Asia. Our supporters will love seeing this video. It not only highlights the football club and our ambition to engage with supporters around the world, it also showcases the North East of England and how special this part of the world really is.”

Directed by the esteemed Phil Churchward, former series director of Top Gear and the Grand Tour, this collaboration promises to captivate audiences worldwide. Churchward, backed by a formidable team including director of photography Ben Joiner, known for his work on the race sequences for Rush, and professional driver Nikki Faulkner, who has featured in Hollywood movies such as Mission Impossible and Gran Turismo, orchestrated an awe-inspiring spectacle.

The film follows a mysterious racing driver, dressed head to toe in Saudia branded Formula E race attire, on a unique journey starting on board a Saudia aircraft and finishing at St James Park. The adventure, featuring 100 passionate Newcastle United fans and a star cast of three Premier League footballers, takes viewers through eight distinct locations as the film’s protagonist expertly navigates the GEN3 car around serene lakes, through a shopping arcade in Newcastle city centre and around scenic urban roads to arrive at St James Park just in time for kick off.

With over 30 hours of footage captured by ground units, tracking vehicles, on-board cameras, and drones, the result is a cinematic masterpiece set to captivate audiences worldwide.

Saudia's long-term collaborations with Formula E and Newcastle United hold significant strategic value within their portfolio of sports partnerships. As the national flag carrier of the Kingdom of Saudi Arabia aims to enhance its global presence by showcasing the country's offerings on an international stage. These partnerships serve as platforms to engage fans and foster shared experiences, creating life-long memories.