THE Bahrain International Circuit is gearing up for another spectacular show. Heightened corporate interest is a key aspect of this year’s edition which will run from April 24-26. In the run up to the show, CEO Martin Whitaker shares the excitement brewing up before the Bahrain Grand Prix 2009 with Cheryl Mandy.
How are ticket sales doing?
The majority of ticket sales come from the Middle East region. However, it is extremely encouraging to see that we are receiving plenty of interest from further afield, particularly from the corporate consumer. It would appear that while the economic slowdown is hitting hard in many sectors many companies are prepared to continue investment in PR and promotional related initiatives. Business has to go on and we expect that many of them will continue to see the Grand Prix not only as a sporting and social occasion of repute but also a supreme networking prospect for the development of new deals.
Any big names confirmed yet?
Clearly all the leading high-profile race drivers in the world will be at BIC over the weekend along with some notable names such as Jean Alesi, Johnny Herbert and Jacques Villenueve, who will be competing in the Speedcar series. Bahrain’s place as the “Friendly Race” marks it out against many others and it is increasingly becoming the place to be “seen” on the F1 sporting calendar. It is also becoming known as a venue of choice for business leaders where they can maximise the opportunity to “network” within a friendly yet confidential environment.
How many visitors are you expecting and from where?
The BIC sees visitors from over 30 countries. Undoubtedly, the largest segment of visitors comes from the GCC and Middle East region, with a significant number of these from the Kingdom of Bahrain itself. As motorsport has developed since the circuit’s first hosting in 2004, interest in the sport and knowledge has significantly increased. 2008 was a record breaker with just short of 100,000 visitors attending the race weekend and we expect to exceed this number this April.
How do you think this race will compare with previous Gulf Air Bahrain Grand Prix?
The Kingdom is known for its friendliness and hospitality. Differentiators of this kind set it apart from other races as does the entertainment that is provided by the BIC. The race is known as a place where families, friends and business associates can be entertained around the clock. Sport in general is about entertainment for the family and this is at the forefront of Bahrain’s objective.
As we prepare to host the sixth Formula One World Championship event at the circuit, it looks like it’s going to be an even greater and more glamorous event. The activities both on and off the track are spectacular with a strong lin -up of support races which includes AGP2 Asia, Speedcar, Porsche SuperCup and of course Bahrain’s own home-grown Chevrolet V8 Supercars ME Championship.
Are there now enough hotels to cater for visitors?
The growing success of the Grand Prix, particularly in the last two sell out years has greatly benefited the hotel network in Bahrain. Bahrain’s increasing importance to the business and travel community is encouraging the construction of more hotels and this will benefit the Grand Prix in the years to come. There is now a much greater choice for the race fan and this helps in terms of standards and of course pricing. For those wanting a more personal touch come race weekend there is also the opportunity to avail themselves of the many furnished and catered apartments that are so popular in the Kingdom.
Who are the main sponsors this year?
Gulf Air has recently renewed its contract with Formula One which will make the airline the official sponsor to the Bahrain Grand Prix for the foreseeable future. As the national carrier of Bahrain, Gulf Air’s popularity and network has been extended as a direct result of the awareness that its involvement in the Grand Prix has generated. Additionally, Gulf Air has recently become one of Bahrain International Circuit’s year-round sponsor partners which will increase the profile at all major international events as well as an association with all the corporate and business driven events that the circuit hosts on a daily basis.
In the meantime, LG have recently signed up as a brand new sponsor of the Formula One World Championship and we hope to see the benefit of this partnership during the season.
What corporate packages are available?
The corporate lounges are always a popular option for our clients and guests. For $71,600 (BD27,000) clients can treat their guests to three days of excitement and entertainment whilst enjoying great views of the circuit along with fine catering from the global catering company, Käfer, as well as VIP treatment throughout the race weekend.
Do you think the Yas Marinas circuit has dented the BIC’s popularity?
Let’s not forget that Bahrain has recently extended its Formula One contract until 2016. Bahrain was the first country in the Middle East to stage a round of the FIA Formula One World Championship and the level of sporting and corporate business that it conducts annual is directly attributable to the success of its organisation.
The Yas Marina Circuit will complement the work begun by Bahrain in encouraging greater understanding and support for the sport of Formula One. The Championship is the largest sporting contest to take place annually and is a massive television and spectator sport. The addition of a second Grand Prix within the Middle East region underlines the importance of the sport to the GCC and will help to grow the fan base within this part of the world.