“A celebration of innovation” – Saudia worked with Formula E and Newcastle United for a successful cross-partner collaboration

Alexander Isak is currently scoring for fun in the Premier League, but the striker also took centre stage when Newcastle United and Formula E were brought together by Saudia to create ‘The Secret Driver’.

With the airline wanting to celebrate its partnership with both a Premier League football club and the all-electric motorsport series, the challenge to create memorable content was different to almost any other recent activation.

‘The Secret Driver’ ultimately reveals Isak as the mysterious figure driving a Formula E car through Newcastle to their iconic St James’ Park stadium, and it was a project that will live long in the memory for Khaled A. Tash, chief marketing officer of Saudia Group.

“Sport has such a unique ability to bring people together and projects like this perfectly showcase that power,” Tash told Autosport.

“Innovation and collaboration sit at the heart of everything we do at Saudia and our strong relationships with our partners were instrumental in bringing this content to life.

“We were thrilled to see our ambitious vision embraced by both of our iconic partners, Formula E and Newcastle United, who fully supported this bold idea from the outset.

“Bringing together the worlds of electric motorsport and football was an exciting opportunity, and we’re proud of the exceptional content created – a true embodiment of cross-partnership collaboration at its finest.

“Bringing a 900kg race car, capable of reaching nearly 150mph, to the heart of Newcastle’s town centre was no small feat. It presented a host of exciting challenges that required unwavering support and collaboration from everyone involved. This ambitious project called for a highly skilled team, and we’re incredibly grateful to all who made it possible.”

With Isak starring alongside Newcastle teammates Anthony Gordon and Elliot Anderson, the cross-sport appeal saw Saudia’s film amass over 15 million views with 24 million engagements.

“The Secret Driver exceeded even our most ambitious expectations, receiving an overwhelmingly positive response,” added Tash.

“From the very first day of filming in Newcastle city centre, there was an immediate buzz on social media, as fans of both motorsport and football shared their excitement at spotting the car around town.

“We created significant organic online engagement that perfectly set the stage for the film’s release.

“Once the film was published, the response was phenomenal. More importantly, the figures represented genuine, meaningful engagement, highlighting the success of our efforts to foster brand affinity among fans of both Newcastle United and Formula E.”

Saudia is the only shortlisted entry for the Brand Partnership of the Year award which utilised more than one of its partners in their submission, and that ability to incorporate Formula E and Newcastle was at the heart of the project.

Photo by: Fly Saudia x Formula E x Newcastle

“Our long-term partnerships with Formula E and Newcastle United are cornerstones of our strategic sports partnership portfolio, offering unparalleled opportunities to engage fans and create shared experiences,” said Tash.

“These collaborations are all about fostering lifelong memories, and this film perfectly exemplified that mission.

“What resonated most with us was how well the film captured the essence of Saudia and showcased the spirit of Saudi Arabia on a global stage. The Secret Driver was more than just a campaign; it became a celebration of innovation, storytelling, and cultural pride.”

Kate Bevan, a member of the judging panel and a former director of Hospitality F1, advisor to the board of More than Equal and Deputy Chair of Europe Sport Integrity Alliance, was impressed by Saudia’s entry.

“It was a great activation, uniting two of Saudia’s key partners in football and Formula E,” she said.

“It is engaging and fun while and is also beautifully executed.”