The luxury hotel group, Jumeirah Group, has announced the extension of its successful partnership with the Formula One team, Williams Racing.

Building on their collaboration established in 2023, the renewed deal aims to leverage the excitement of F1 to reach new audiences globally and support Jumeirah’s ongoing international expansion.

 Jumeirah, known for its hospitality experiences with 26 properties across 11 countries, will continue to curate exclusive events and activities for guests, partners, and Jumeirah One members throughout the 2024 Formula One season under the extended partnership. These events will mainly focus on locations where Jumeirah operates hotels and resorts.

The partnership promises a series of bespoke race-day experiences throughout the season. The Carlton Tower Jumeirah will host special events during the Silverstone Grand Prix, with similar offerings planned for the season finale at Jumeirah at Saadiyat Island Resort in Abu Dhabi.

The partnership, initiated in 2023, has already provided various exclusive experiences for guests at Grand Prix locations and Jumeirah properties. These experiences included driver events, exclusive dinners, and behind-the-scenes access to the Formula One world.

The 2023 season concluded with a special Q&A session featuring drivers Alex Albon and Logan Sargeant for Jumeirah One members and guests at Jumeirah at Saadiyat Island Resort, highlighting the unique access provided by the collaboration.

Alexander Lee, Chief Commercial Officer at Jumeirah Group, said, “Jumeirah’s partnership with Williams Racing, one of the most iconic brands in Formula 1, presents us with an unparalleled opportunity to engage fans and curate unique experiences for our guests, partners, and Jumeirah One members. With its reputation for tenacity, performance, and heritage, Williams Racing’s ambitions align with Jumeirah’s goals of continued innovation and international growth. We are excited to continue to play our part in enhancing the race weekend experience in our hotels and resorts across the world.”

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