Aston Martin Aramco Names Maaden as First Principal Partner

Aston Martin Aramco Formula One Team has announced a significant elevation in its partnership with Saudi Arabian Mining Company Maaden. Maaden, the largest mining and metals company in the Middle East and the fastest-growing globally, now assumes the prestigious ‘Principal Partner’ designation—the first company to hold this title with the team, marking a unique and exclusive milestone in our partnership.

Maaden, the largest mining and metals company in the Middle East and the fastest-growing globally, has strengthened its collaboration with Aston Martin Aramco, building on the initial agreement announced last year. This enhanced partnership underscores Maaden’s ongoing transformation as it seeks to attract and retain top-tier talent to drive a new, technology-led era in mining.

‘Unearth Your Greatness’ Campaign: A New Chapter in the Partnership

Maaden has unveiled a dynamic new campaign, ‘Unearth Your Greatness’, celebrating the relentless dedication and craftsmanship that define both Formula One and the mining industry to mark its elevated role within the team. This initiative highlights the pursuit of excellence and innovation, values that are deeply ingrained in both organizations.

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As Maaden continues establishing the mining sector as the third pillar of Saudi Arabia’s economy, this campaign will be pivotal in enhancing the company’s global awareness. Through a combination of social and digital activations, trackside branding, and engaging content, Maaden aims to solidify its presence on the international stage. Additionally, the collaboration will extend to university and internship programs, employee engagement initiatives, and regional activations that celebrate Saudi Arabia’s rich culture and heritage.

Leadership Perspectives on the Partnership

Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco Formula One Team, emphasized the significance of this milestone:

“Both Aston Martin Aramco and Maaden share a vision of prosperity and a commitment to becoming world-leading champions of the future. Our elevated partnership, with Ma’aden as our first-ever Principal Partner, marks a crucial moment in our journey. It is a testament to the dedication and ambition driving our team forward.

This next chapter will further strengthen our collaboration, setting the foundation for a long-term relationship that supports Aston Martin Aramco’s trackside ambitions and aligns with Ma’aden’s ambitious growth strategy.”

Bob Wilt, CEO of Maaden, echoed this sentiment:

“Aston Martin Aramco’s relentless pursuit of excellence deeply resonates with Maaden. As both organizations gear up for substantial growth in the coming years, our role as the inaugural Principal Partner reflects the immense value we see in this long-term collaboration.

This partnership elevates Maaden’s global brand and enables us to connect with new, younger audiences. It provides a platform to showcase the technology-driven transformation in mining and inspire the next generation of industry leaders.”

Maaden – A Partnership Built for the Future

With this strengthened alliance, Aston Martin Aramco and Maaden are setting the stage for a groundbreaking collaboration. Leveraging Formula One’s global reach, the partnership is dedicated to driving innovation, talent development, and brand awareness. More importantly, it represents a shared commitment to excellence, sustainability, and future-focused growth, demonstrating the vision and dedication of both organizations.