A new ‘old’ sponsor
Aston Martin’s journey towards success in Formula 1 continues, and it’s not just happening on the track. After making significant technical and engineering investments—most notably securing Adrian Newey from Red Bull—and extending veteran driver Fernando Alonso’s contract at least until the end of the 2026 season, Lawrence Stroll’s team has also moved decisively in the sponsorship sector.
This strategy includes today’s announcement of a deal with Ma’aden. Also known as Saudi Arabian Mining Co., it is Saudi Arabia’s largest mining company, 50% controlled by the Riyadh government. As of 2021, this giant was valued at approximately 26.769 billion Saudi riyals (around 6.8 billion euros). Ma’aden will become Aston Martin’s first-ever Principal Partner, a new sponsorship tier created specifically for this occasion.
Aston Martin’s deepening Saudi ties
Ma’aden was already a partner of Aston Martin last year, but this year, the relationship has been significantly strengthened. Along with the announcement of the new sponsorship, a new campaign titled “Unearth Your Greatness” was launched, aiming to “celebrate the greatness that comes from dedication, both in the world of Formula 1 and in the mining industry. Ma’aden and Aston Martin Aramco are committed together to achieving greatness, and this campaign will honor the dedication and talent behind mastering a skill,” according to the statement.
With this new agreement, Aston Martin tightens its connection with Saudi Arabia even further. The Silverstone-based team has already had Aramco—the Saudi national oil company—as its title sponsor for several years. Whether Saudi money, combined with the Stroll family’s investment, will be crucial in pushing the team to the top in the coming seasons remains to be seen.
Photos of the agreement have also potentially revealed a ‘spoiler’ of the new livery, which will be officially unveiled tomorrow. The roll-bar area has been painted white to highlight the logo of the new Principal Partner.
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